Triad Retail Media opens new office in Mexico, to be run by ad industry exec Eduardo Picazo
ST. PETERSBURG, Fla. — May 31, 2017 — Triad Retail Media, the global leader in digital retail media, today announced its entry into Mexico with a new office led by ad-industry executive Eduardo Picazo. This strategic move comes at a time when digital ad spending is expected to increase 25 percent to $1.46 billion in Mexico in 2017, according to eMarketer. Capitalizing on one of the largest advertising markets in the region, Triad Retail Media’s expanded footprint will help it deliver measureable value to even more retailers and brands seeking to convert online and mobile shoppers.
Triad Retail Media executes digital media and monetization programs on behalf of the world’s largest retailers. Its high-impact advertising and content help brands influence and engage customers, which in turn add new profits to retailers’ e-commerce businesses. The company’s key partnerships will help fuel its continued growth in Mexico and eventually across Latin America.
“We are thrilled to bring our digital retail media proposition to Mexico, a flourishing advertising market with recent double-digit growth,” said Sherry Smith, Global Chief Customer Officer of Triad Retail Media. “By opening a local office alongside our GroupM and Xaxis counterparts, we’ll be able to interface advertisers with retail clients, which will help retailers secure agency media budgets and help brands engage shoppers. And with his successful playbook in digital media, we are excited to have Eduardo Picazo help lead this important new juncture in our growth.”
Picazo has 10 years of experience leading e-commerce and marketing programs. In his new role, he will be responsible for establishing strong local and national supplier relationships while driving awareness of digital media programs and their benefits to retailers and advertisers. Prior to joining Triad Retail Media, Picazo was Facebook’s e-commerce Industry Lead and an Account Manager at Google. He was also previously Operations Director at Xaxis, where he was one of the very first hires in Mexico, and he spent several years at Procter & Gamble.
“I am very excited to be joining Triad Retail Media at a time when retailers and brands are increasingly focused on understanding and connecting with their customers,” said Eduardo Picazo, Triad Retail Media’s Managing Director in Mexico. “Triad’s ability to deliver outcome-driven programs based on high-impact, tech-enabled marketing and content services is extremely impressive, as is its world-class team, innovative product solutions and global client roster. I’m looking forward to working in collaboration with local and global teams to accelerate new business and drive quality client results.”