Former Meta and Walmart director joins to lead global commercial strategy as retail media networks continue to scale
Zitcha, a leading omnichannel Retail Media technology partner, has appointed Steve Biddle as Chief Commercial Officer, strengthening its global leadership team as the company continues to scale its retail media network technology across key markets.
Biddle joined Zitcha in late 2025 to lead the retail media platform’s global commercial strategy, working closely with retailers, brands, and partners as retail media networks continue to mature. He is also helping to develop new-to-industry capabilities that will launch later this year.
He brings more than 25 years of experience across advertising, retail, and digital platforms. Most recently, Biddle spent 14 years at Meta, where he served as Director of Retail Media Network Strategy and Solutions. In that role, he helped define Meta’s global approach to retail media networks, working with retailers as the category emerged and evolved. Earlier at Meta, Biddle founded and led the company’s Retail vertical, overseeing relationships with major retail advertisers as the platform developed its commerce capabilities. He developed five patents related to advertising and commerce innovation.
Before joining Meta, Biddle led Walmart’s US Advertising organization for nearly four years, overseeing the development of the retailer’s most visible brand-building work across television, digital, print, and radio. Earlier in his career, he held senior agency roles at Leo Burnett (now part of Publicis), working with global CPG brands including Kraft and Kellogg, where he built a deep understanding of how retailers and brands operate together.
Commenting on his appointment, Biddle said: “Retail media networks are entering a phase where execution and foundations really matter. Most retailers do not want to build and maintain complex media infrastructure on their own, and many simply can’t. What they need is a partner they trust. Zitcha stood out to me because of the strength of its engineering, the stability of the product, and the way the team approaches the real challenges retailers face as they grow their media businesses.”
Zitcha CEO Troy Townsend said Biddle’s background made him well-suited to the company’s next stage of growth. “Steve has seen retail media from every angle, as an agency leader, a retailer, and a platform operator,” said Townsend. “That perspective is incredibly valuable. He understands what retailers and brands need to succeed, and he understands the technology required to support that at scale.”
Biddle is based in Chicago and will work closely with Zitcha’s global teams.
