GroupM’s programmatic arm Xaxis has named its new global president, promoting Nicolas Bidon to the role.

Bidon is moved to the role from his most recent post as CEO of EMEA, where he led Xaxis operations across the 25 markets in the region.

As global president, Bidon will be responsible for overall strategy at Xaxis, as well as growth, client development and operational leadership across the regions. Growth at Xaxis includes growing the global footprint of its recently acquired digital retail unit, Triad Retail Media, according a release. The deal to acquire the Florida-based company, which helps brands and retailers create, manage and operate digital operating programs, was announced in October and closed last week.

Bidon takes over the post from Brian Gleason, who was recently named as global CEO of GroupM’s new [m]PLATFORM, a suite of media applications, data analytics and digital services.

Rodney Perry is the Canadian lead for Xaxis, leading the combined staff of over 54 people between the Toronto and Montreal offices.