Zitcha makes three senior hires as retail media business ramps up

Retail media platform, Zitcha has made three hires including appointing a chief commercial officer, director of marketing, and head of data as it continues to scale after its June launch.

Zitcha was launched by Hatched Media founder and managing director Jack Byrne recently alongside Troy Townsend, who was appointed CEO.

Barry McGhee

In the hires, Barry McGhee joins as chief commercial officer, with Aysha Cincotta appointed into the marketing role and Hugh Cameron as head of data.

Zitcha connects a retailer’s media assets including web, social media, email and digital in-store screens, “automating the purchasing of media across all owned, operated and extension channels allowing retail suppliers to connect directly with consumers”.

CEO, Townsend said: “The phone has been ringing off the hook at Zitcha with phenomenal interest in our offering. I’m stoked to have Barry, Aysha and Hugh join the business. Together they come with deep retail knowledge, category experience and unbeatable data smarts that will be vital in the next phase of our evolution.”

Cincotta joins with brand experience

McGhee will be based in Sydney, leading new customer acquisition, building out the partner ecosystem, and helping “existing customers optimise engagement with the Zitcha platform”. He joins from Dynamic Yield, a marketing stack where he was managing director. His experience also includes leading WPP’s Triad Retail Media, which he set up in Australia.

He said: “I’m all too aware of the challenges facing retailers when balancing first-party data assets and the various canvases available while prioritising the customer experience. Zitcha solves many of those problems and so when I met Troy, I was instantly attracted to the product.”

Cameron joins as head of data

Cincotta joins in the marketing director role after previously holding marketing positions at ANZ, Myer, Energy Australia, and Medibank. Cincotta also spent six years at Clemenger BBDO.

Cincotta added: “From my time at Myer, I’ve seen first-hand the opportunity a product like Zitcha offers retailers and their suppliers. It’s an absolute game changer. I’m looking forward to sharing the message with retailers right across the globe.”

Zitcha noted that she will be based in the “Noosa office” and will lead all marketing activities as it looks to expand into Asia, North America and Europe. 

Byrne and Townsend launched Zitcha in June

Finally, Cameron joins from Lexer, where he spent four years. He will be based in Melbourne, and Zitcha said “with first-party data a key input for retailers in their retail media journey, he will be crucial in helping retail businesses capitalise on the opportunity Zitcha presents”.

Cameron said: “Zitcha allows me to combine two skill sets that I’ve developed over my career: customer data and digital media. It’s not every day do you get to jump in on the ground floor of a multi-sided platform. The prospects of Zitcha are very strong and I can’t wait to start.”

Byrne’s Hatched is expanding into the Sydney market, the agency revealed via Mumbrella a fortnight ago, and the new office will have a retail media focus.

The agency was clear that the media agency will continue to operate as a separate business to Zitcha.

Read more about the growing retail media sector in Australia here. 


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