Barry McGhee is a seasoned retail media executive, with almost 10 year’s experience in the category. From 2014 to 2018, Barry served as the Managing Director for Australia of WPPs TRM, the world's leading retail monetisation agency. TRM collaborated with tier-1 retailers and marketplaces, including Walmart, eBay, Media Markt, and ASDA, helping them unlock the potential of their digital and physical assets and strengthen relationships with partners and customers through world-class advertising and content solutions.
Barry also recently headed up commercial operations at Zitcha, leading customer acquisition and building out their partner ecosystem model, which included penning agreements with the likes of PWC and assisting existing customers in optimising their engagement with the Zitcha platform, including the likes of The Warehouse Group in New Zealand and Coles Liquor Group.
In between TRM and Zitcha, Barry played a pivotal role in leading the operations of Dynamic Yield, a personalization marketing stack powering some of the world's largest eCommerce and B2C brands. As an early advocate, he educated the market on the value of true AI-powered personalization at every touchpoint. Barry established the foundation for Dynamic Yield in the region by creating an ecosystem of tech and agency partners and securing agreements with some of the most innovative retailers in the area.