• by Fern Siegel , January 4, 2024

Commerce media company Criteo has hired Melanie Zimmermann to lead its global media practice as general manager.

Previously, Zimmermann was vice president, head of Macy's Media Network, responsible for developing and executing strategy and leading retail media operations from media planning, sales, campaign management and analytics.

Zimmermann will report to Criteo's chief revenue officer Brian Gleason, who called her a "key asset as we help unify an ecosystem that's poised for a new stage of growth."

In addition to handling global strategy for the company, she will also have a key role in connecting commercial needs and product development.

"With its massive global retailer footprint and thousands of brand advertiser partners, Criteo is not only a pioneer in retail media, but ... building solutions to create an ecosystem that drives the most value for retailers, brands and agencies," said Zimmermann.

Just prior to Zimmermann's hire, Criteo named Stephen Howard-Sarin managing director of retail media in the Americas. Most recently, he worked at Instacart as VP/GM of retail media. He also worked at eBay Ads and Walmart Connect. 

Howard-Sarin's focus is growing Criteo's retail media footprint with advertisers. He reports to Sherry Smith, executive managing director, Americas.

According to McKinsey, retail media is expected to generate $100 billion in ad spending by 2026.