Tesco has hired two former Amazon and Pinterest executives to strengthen its retail media offering as demand in the sector increases.

Tesco media insight platform

Steve Edwards and Russell Franklin join the retail media platform in two newly created roles

Tesco Media and Insight Platform has named Steve Edwards as head of agency and Russell Franklin as head of client business development to support burgeoning demand from agencies for the delivery of retail media campaigns.

Edwards joins from Amazon where he spent nine years in various roles, including global head of agency planning & insight, head of emerging ad products and most recently, head of UK agency development. He will be responsible for cementing partnerships with agencies looking to use retail media as part of his new role at Tesco.

Franklin joins from Pinterest where he was most recently a lead client partner for emerging clients; he has also held positions at Google and Zenith. He will be responsible for expanding the role of Tesco Media among a broader range of clients, including non-endemic advertisers.

Nick Ashley, client development director at Tesco Media and Insight Platform, said: “Retail media is no longer solely a bottom-of-funnel opportunity; increasingly, it is playing a broader role across the full marketing funnel for a wider range of clients.

“With agencies rapidly enhancing their capabilities in this area, and clients outside of FMCG increasingly aware of the opportunities retail media presents, now is the right time for us to extend the team further. To attract senior digital leaders of the calibre of Steve and Russell is a sure sign that Tesco sits firmly at the heart of the current media landscape.”

Edwards said: “I am delighted to be joining Tesco Media and Insight Platform at such an exciting point in its development, with more and more agencies exploring the value retail media can deliver for both brands and customers. Indeed, the wealth of options available within retail media is enabling agencies to truly showcase their creativity and deliver measurable value for their clients.”

Franklin said: “Interest in retail media continues to grow exponentially, not least among non-endemic advertisers – an area which represents a huge opportunity for Tesco Media and Insight Platform. I look forward to playing my part in supporting those businesses in harnessing the power of retail media to support their commercial ambitions.”