Zitcha announces head of data and AI for greater innovation
Retail media platform Zitcha has appointed a new head of data and AI.
Alberto Vergara will take the helm of the platform’s AI innovation plans. He has been tasked with better meeting consumer needs, improving campaign performance, and leveraging AI to ensure audiences and brands are better matched.
The technology expert joins from AI and data science organisation Quantium, where he worked as an engineering lead from June 2022 to April 2025. Prior to that, Vergara spent less than one year at on-demand supermarket business Voly as its head of engineering.
Alberto Vergara
Zitcha’s CEO Troy Townsend said Vergara’s technology and business expertise made him the ideal choice for the role, especially as AI becomes increasingly influential in the industry.
“The retail media landscape is approaching an inflection point. Whilst current platforms focus on displaying ads to consumers, we’re rapidly moving toward a world where AI agents are the primary shoppers, making purchasing decisions based on consumer preferences and goals,” Townsend said in a media release on Tuesday.
“This shift requires retail media networks to evolve beyond traditional impression-based models to first-party data-driven, goal-oriented infrastructures.”
Townsend said Zitcha is positioning itself “at the forefront” of this “revolution”, and Vergara will be integral to this strategy.
Vergara shared his excitement to help shape core operations within retail media.
“Prior to AI integration, retail media was largely about placing the right message in front of consumers and hoping for conversion. It was a world of approximations, broad targeting, and delayed insights,” Vergara said in the release.
“What excites me most about joining Zitcha is the opportunity to transform how retail media operates at its core. The future of retail isn’t just about better ads, it’s about creating intelligent systems that understand consumer needs and facilitate better matches between products and people.”
Vergara’s appointment comes five days after Zitcha announced it would power Frasers Group’s new retail media network, Elevate.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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