Hy-Vee grows its retail media network’s leadership team

Dive Brief:

Hy-Vee announced Monday the appointment of two new executives to its in-house retail media arm, RedMedia.
Kathryn Mazza is joining Hy-Vee as senior vice president of RedMedia, and Britt Polihronis joined as vice president of operations for the media network.
The new leadership will help oversee the Midwestern regional grocer’s retail media efforts and comes just months after the network’s launch.

Dive Insight:

Hy-Vee’s RedMedia is the Midwest grocer’s full-scale, in-house retail media network overseen by Jason Farver, who was named president of the network when it debuted last fall.

As senior vice president, Mazza will lead RedMedia’s day-to-day operations, according to the press release. Mazza joins Hy-Vee after working for Dick’s Sporting Goods for nearly 19 years. Most recently, she served as the sports and apparel retailer’s vice president of media and helped launch Dick’s retail media network, according to her LinkedIn profile.

Polihronis comes to Hy-Vee after serving as senior director of digital strategy for Dentsu’s New Stream Media. As Hy-Vee’s vice president of operations for RedMedia, Polihronis will play a vital role in “translating media-led strategies into actionable insights” for the grocer’s retail media clients, per the announcement.

The addition of these seasoned veterans expands RedMedia’s current leadership, which consists primarily of Hy-Vee veterans. Vice President of RedMedia Kayla Winstead has been with the grocer for nearly four years, and Vice President of Data and Partnerships for RedMedia Clinton Ellis has worked for Hy-Vee for six years, according to each individual’s LinkedIn profiles.

Hy-Vee’s RedMedia platform covers the grocer’s entire business portfolio, which includes grocery, pharmacy, dietetics, specialty healthcare, banking and more, across eight Midwestern states.

The platform allows advertisers to reach targeted customer bases across multiple digital platforms, including Hy-Vee digital platforms, in-store advertising and “brand-safe sites.” Shoppers receive personalized ads and messages from brands based on their purchasing behaviors and brand preferences.