Zitcha names Steve Biddle as Chief Commercial Officer
Zitcha has appointed Steve Biddle as Chief Commercial Officer, bringing a seasoned retail media executive who has worked across major retailer and platform environments. The move signals Zitcha’s intent to deepen commercial relationships and better serve brands and retailers facing rising complexity in retail media networks.
Strategic Leadership for a Complex Landscape
Biddle’s 360-degree expertise
Biddle arrives with executive experience at both Meta and Walmart, giving him a rare perspective that spans retailer operations, platform product, and advertiser needs. That 360-degree view helps bridge gaps between data flows, measurement expectations, and go-to-market models that often stall program growth.
Addressing industry challenges
Retail media networks today wrestle with heavy technical demands, persistent margin pressure, and the rapid adoption of AI-driven tools. Biddle’s background positions him to prioritize product stability and interoperable tech stacks while advocating commercial models that preserve margin for partners and vendors. His experience should accelerate decisions around integrations, measurement standards, and partner incentives.
Zitcha’s Focus on Trust and Technology
Why Zitcha stood out
Biddle cited Zitcha’s engineering strength and product stability as central to his decision to join. For brands and agencies that want predictable delivery and transparent performance, a stable platform and clear commercial terms matter more than ever.
Driving sustainable growth
“Steve’s perspective from retailer to platform to advertiser will help our customers trust and scale their media programs,” said Zitcha’s CEO. The appointment signals Zitcha’s push to cement strategic partnerships, prioritize dependable tech, and support clients as AI reshapes targeting and measurement.
For retail media leaders, Biddle’s hire is notable not only for the talent involved but for what it says about the market: commercial leadership will be judged by technical credibility, partner trust, and the ability to align incentives across an increasingly complex ecosystem.
