Home improvement giant Kingfisher has appointed Hélène Trad as retail media director.

She joins from management consultancy AlixPartners after just over three years at the company, where she most recently held the role of director, revenue & growth, retail and media.

At the consultancy, she defined retail media strategies for a variety of international, omnichannel retailers, setting monetisation models, assessing inventory and audience value, and ensuring incremental budgets without displacing trade marketing spend.

Trad also previously worked at Amazon for six years, where she was most recently the head of strategy, insights, and analytics, global business operations, Amazon Ads.

At Amazon Ads, she was directly accountable for unlocking significant incremental revenue growth across Europe, Japan, and the US.

She delivered this by shaping Amazon’s advertising strategy, identifying underperforming growth levers and positioning Amazon Ads as an integrated, full-funnel media owner.

Trad will be based at Kingfisher’s London headquarters in Paddington.

“We are thrilled to welcome Hélène to Kingfisher," said Romain Roulleau, Kingfisher digital director. "Her deep expertise in retail media and data-driven growth strategies will be instrumental as we accelerate our proposition.

"Hélène’s experience in building scalable frameworks and driving innovation across global markets will help us unlock new opportunities for our customers and brand partners alike. Retail media is a fast-growing opportunity for Kingfisher, as part of our wider digital ecosystem, where we are leveraging our strong e-commerce presence and customer data to create new value streams.”

Kingfisher currently has over 1,900 stores and a workforce of around 73,000 people.

It operates across seven countries in Europe, under several retail banners, including B&Q, Castorama, Brico Dépôt, Screwfix, TradePoint and Koçtaş.

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