oOh!media’s retail media arm, Reooh, has hired retail specialist and Zitcha Chief Commercial Officer Barry McGhee as General Manager "weeks away" from securing its first major retail partner. He will work alongside new product lead Brad Morris.

McGhee has worked at Zitcha for just over a year, previously launched WPP’s Triad Retail Media in Australia and was also Managing Director of Dynamic Yield, a marketing stack that personalises customer experiences in a retail. Morris joins from media intelligence company Isentia and has a 20-year career in product management and marketing roles.

The pair will lead oOh!Media’s retail media offering, which enables major retailers to build their own in-store digital out of home networks to promote their own products and services to customers, and drive new revenue streams as part of a wider retail media offering. oOh!Media has more than 6,000 assets in over 500 shopping centres, and said its network can influence more than $80 billion in consumer spending each year.

McGhee and Morris will report to Neil Ackland, oOh!’s chief content, marketing and creative officer.

“Retail media is more complex than simply purchasing digital screens and switching them on. Barry’s expertise will assist retailers in identifying opportunities and positioning them for success in developing their own retail media businesses," Ackland said. 

"We are already in active conversations with a number of retailers wanting to leverage oOh!’s deep understanding of building and monetising digital screen networks to drive new revenues and Barry and Brad will accelerate reooh’s growth.”