Vistar Media has tapped Sean Cheyney to fill the new position of head of retail media.

Cheyney will oversee the company’s retail media strategy. He has been tasked with assisting retailers, brands and agencies in integrating Vistar’s DOOH and programmatic solutions – particularly in-store digital signage – into their retail media operations to create more relevant and engaging experiences for shoppers. While Cheyney will be based in the U.S., he will be overseeing retail media in Canada, in addition to other markets globally.

Vistar SVP of enterprise solutions Eric Lamb said the newly created position builds on the impact that retail media networks are having on advertising, providing innovative ways for brands to engage with consumers beyond conventional digital platforms. According to Vistar, the role will simplify and demystify in-store signage overall, including quality controls, integrations and ad targeting, making it easy for buyers to purchase and retailers to execute ad campaigns, all while growing the company’s retail media business.

Cheyney brings more than 20 years of experience driving revenue growth for brands across digital and traditional media channels. Previously, he was EVP of global retailer sales at retail media platform CitrusAd, where he played a key role in its growth, acquisition and rebranding to Epsilon Retail Media. Prior to CitrusAd, he held a similar role at Triad Retail Media (which specializes in growing brands in all retail environments), where he was responsible for growing revenue through the expansion of new retail partnerships in Canada, the U.S. and Mexico.

The appointment comes on the heels of Vistar partnering with Jolt, a recently launched OOH and electric vehicle charging network in Canada. The partnership enables Jolt’s advertising business to be managed and administered through Vistar’s enterprise software suite, which includes the content management system and supply-side platform.