• by Fern Siegel , 5 hours ago

Matt Hytinen has been named Tombras' senior director, commerce media to bolster the agency's commerce practice and enlarge its retail media capabilities.

Based in Detroit, Hytinen will report to Ryan Edwards, chief digital officer.

The new post supports business wins in connected commerce.

Before joining the agency, Hytinen was senior manager, digital marketing strategy for Accenture and vice president, retail media at The Stable. There, he built custom ad tech and global commerce capabilities for brands such as Mars Wrigley, Nestle, Coach and Penguin Random House. He also worked as an ecommerce strategy director at 24G Marketing Services/Riverguide.

Edwards said Hytinen “brings the entrepreneurial mindset we look for at Tombras, along with real scar tissue from building commerce programs and learning what actually works. He’s not here to admire or pontificate on commerce media's complexity. He’s here to help us build something better for clients and get results.”

Retail media has become one of the biggest forces shaping marketing today, but a lot of brands are still figuring out how to connect media, creative and business results in a meaningful way,” added Hytinen. “Tombras is leading the way in bringing those pieces together.”

Tombras' work includes Rippling, Rubbermaid, Sweethearts and Arby's.