Home improvement firm Kingfisher has named Hélène Trad as retail media director.

The appointment is effective from today (1 December), and she will be based at the company’s London headquarters in Paddington.

“I am excited to join Kingfisher at such a pivotal time for its retail media proposition.” she said.

“The Group’s scale, customer reach, and commitment to innovation create a unique platform to deliver value for both shoppers and advertisers. I look forward to working with colleagues across the business to shape and grow Kingfisher’s retail media offering into the future.”

Trad has over 20 years of experience in retail media and digital advertising. She has held roles at Amazon and AlixPartners. During her time at Amazon Ads, Trad was responsible for shaping the brand’s advertising strategy and delivering growth across Europe, the US and Japan.

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At AlixPartners, Trad designed retail media strategies for a range of clients, including omnichannels retailers.

“We are thrilled to welcome Hélène to Kingfisher,” said Romain Roulleau, Kingfisher digital director.

“We are thrilled to welcome Hélène to Kingfisher. Her deep expertise in retail media and data-driven growth strategies will be instrumental as we accelerate our proposition. Hélène’s experience in building scalable frameworks and driving innovation across global markets will help us unlock new opportunities for our customers and brand partners alike.

He added: “Retail media is a fast-growing opportunity for Kingfisher, as part of our wider digital ecosystem, where we are leveraging our strong e-commerce presence and customer data to create new value streams.”