oOh!media has followed up news of the strategic expansion and repositioning of its retail media division, reo, with the appointment of eight new retail media experts.

The expansion of reo includes sales representation of retailers' assets across stores, websites, apps, and off-platform channels such as Meta, Google and oOh!media. The renewed emphasis comes as market Morgan Stanley forecasts retail media will be worth $2.83bn by 2027, with $1.1bn coming out of traditional media.

The new recruits include Ben Campbell, Nine's former director of advertising and data products, who joins reo as director of data, product and technology.

The out-of-home company's head of content, Raen Waghorn-Hughes, becomes director of operations, bringing deep digital media expertise across her role at oOh! as well as time at Junkee Media. Alex Jensen also joins the Reo team as commercial finance director after an internal promotion.

Also in the ranks as retail growth lead is Steven Jones, who previously established MixIn by Endeavour. He's tasked with driving retailer engagement and growth. Heath Irving joins as product specialist after a stint as product specialist at Criteo where he focused on APAC solutions consulting for enterprise. Clinton Angrove, former Experian staffer and the previous head of customer success at Zitcha, plus ex-The Trade Desk employee, Rasheed Raman, have come on-board as business development managers.

Karlie Taylor, formerly of unified commerce platform, Shoponline, joins as marketing manager. Heading up the 20-strong Reo team as GM is Barry McGhee.

"These professionals will bring market leading expertise across retail media sales, data, technology, marketing and operations, as we execute our mission to make it easy for retailers to create end-to-end media solutions that drive incremental growth and enhance customer engagement," Neil Ackland, chief content, marketing and creative officer at oOh!media, said.

Reo is positioned as an end-to-end digital media sales solution designed to help retailers build and monetise their retail media networks. The division continues to actively hire for multiple roles across business development, sales and data.