Our Story | Triad Retail Media

More than a decade of digital retail experience

Leading the way

We sell, manage and execute Digital Retail Media programs on websites, mobile devices and in-store TVs — in fact, on any Digital Retail Platform targeting consumers. Our mission? To be the best digital media partner for the world’s top retailers by continuing to pioneer how leading brands engage, inform and inspire shoppers to purchase.

graphic illustrating the integration of Shoppers, Retailers and Brands
Major retailers we partner with include Walmart, eBay, Toys“R”Us, CVS/pharmacy, and Dollar General. Want to find out how you can join them?
Our history

How it began

In 2004, we approached Walmart with an idea that would better connect brands, retailers and customers online. At the heart of the pitch was the concept of turning Walmart.com into a publisher to attract new brand ad dollars, drive up their online conversion rates and add new profits to their e-commerce business. Intrigued, Walmart decided to give this new way of online advertising a shot — and so Triad was born. 

Triad Retail Media now reaches 141 million unique visitors* and is the industry leader in creating, managing, and operating digital programs for the world's largest retailers.

In 2014, Roger Berdusco was named CEO. Headquartered in St. Petersburg, Florida, Triad employs nearly 700 people in 14 offices worldwide. 

*Source: comScore Multiplatform (US only), March 2015


Our history

Meet our leaders

Roger Berdusco

Roger Berdusco began his career with the Maxwell House division of Kraft. During his 20-year career, Roger has held major marketing leadership roles at Kraft, PepsiCo and ConAgra Foods.

Roger joined Triad in 2006. He has been responsible for the setup and continued growth of the company’s operations to increase Triad’s core internal capabilities, building a team of more than 500 professionals worldwide aligned across 12 functional areas. This has allowed Triad to deliver a full suite of capabilities in support of its retailer and brand partners, while becoming the largest advertising agency in Florida. In 2014, Roger took over as CEO.

Roger earned a bachelor’s degree in chemical engineering from the University of Minnesota and an MBA from the Kellogg School of Management at Northwestern University.

Brian Quinn

Brian Quinn oversees all sales and marketing activities for the company’s digital retail site partners, including Walmart, Sam’s Club, eBay, Sears, ASDA (UK), CVS, Toys”R”Us and Dollar General.  His digital marketing expertise earned him the honor of being named ad:tech's Industry Achievement Award recipient in 2014.

Prior to joining Triad in 2010, Brian was Vice President/General Manager of Digital Ad Sales at The Wall Street Journal. He joined The Journal when Dow Jones acquired CBS MarketWatch in 2005, where he served as Vice President-Eastern Sales.

John Kuemmel

John Kuemmel oversees the global technologies that power the company’s retail media products. He leads all company efforts to create a world-class technology platform focused on enablement of data, business intelligence and analytics. He joined Triad in 2013, with nearly 30 years of experience in the technology field, including stints at Catalina, AT&T and Tech Data. In 2015, he was named CIO of the Year by the Tampa Bay Technology Forum for his efforts in bringing enhanced collaborative tools and platforms to Triad Retail Media.

Wendy Larrison

Tom Baumlin joined Triad Retail Media as Chief Financial Officer in 2015 and is responsible for the company’s global finance and accounting operations. Tom’s 25 years of financial and executive management experience has spanned many industries including retail, home furnishings and fashion. He most recently served as CFO of Fanatics Holdings, a nearly $1B e-commerce provider of sports-licensed merchandise through its own sites as well as those of the four major professional sports leagues. Previously, he was an active venture capital investor in healthcare, consumer and alternative energy projects. He also served as an “executive in residence,” lending his expertise to a variety of start-up organizations. Additionally, he was the interim CEO of the $500M Levitz furniture chain, a national home furnishings retailer.  

Tom earned his bachelor’s degree from Stanford University and his MBA from Columbia Business School.

Sherry Smith

Sherry Smith oversees all aspects of the Walmart.com and Sam’s Club businesses. Her 20+ years of experience with Walmart, both in the traditional and digital realms, provide her the expertise to ensure innovative, custom solutions for two of the world’s largest retailers. She strategically manages all Walmart and Sam’s Club leads including the sales, creative, operations, programmatic and audience extension teams throughout Triad’s US offices. 

Davis Haase

David Haase oversees Triad Retail Media’s partnership with multiple US retailers, including eBay, Dollar General, CVS/Pharmacy and Toys “R” Us. He has been with Triad since 2006, where he built the Sam’s Club Online Media program as Senior Vice President of Client Development, before becoming Executive Vice President of the agency’s eBay business. His advertising background includes years of direct brand experience working with MARS Advertising, Kraft Foods and Nabisco.

Jill Orr

Jill brings over 20 years' experience in digital publishing to Triad Retail Media. As Executive Vice President of International, she is charged with developing retailer and advertiser relationships outside of North America and leading our continued growth into new territories.

Before moving to Triad in 2014, Jill held several senior-level positions at CBS Interactive, latterly SVP of International and Managing Director UK. Jill has a passion for business development – in 2005 she was launch publisher of CNET and GameSpot in the UK and later she oversaw CBS Interactive’s move into programmatic and RTB across both desktop and video.

Wendy Larrison

Wendy Larrison joined Triad in 2015, assuming responsibility for leading and developing a global workforce of nearly 600 team members. She leads all talent, organizational planning and growth strategy, including a total rewards platform, leadership development, and career and succession planning. Prior to joining Triad, Wendy spent more than a decade at Gerdau Long Steel North America based in Tampa, leading the company’s North American and global HR strategy for a workforce of more than 30,000 employees. She received her bachelor’s degree from Emory University and went on to earn her MBA from Palm Beach Atlantic University.

David Blinn

David Blinn oversees all marketing and sales strategies to secure partnerships with the world’s largest retailers which include retail clients like Walmart, eBay, CVS, Dollar General, Sam’s Club and Kohl’s; and with the world’s largest brands including P&G, Samsung, Mercedes-Benz, Kraft and MasterCard.

David came to Triad in 2005 after years with the US Army and MetLife, first joining the Account Management team, then using his experience to lead sales and marketing efforts.

Misty Brown

Misty Brown oversees all internal and external communications to amplify the company’s global brand, clients and reputation throughout the digital advertising industry. She serves as communications counsel to the CEO and executive team, leading Core Value–based strategies to promote employee engagement, collaboration, community involvement and talent recruitment.

Misty also helped build and develop Triad’s award-winning digital retail content capability since 2007, working with top brands including PepsiCo, Johnson & Johnson, Pizza Hut and Nissan. Before joining Triad, Misty spent several years working with HSN in Tampa Bay, along with advertising agencies in her hometown of Los Angeles.

Joe Reichl is one of the founding members of Triad Retail Media. In his role, he oversees all processes related to production, project management and quality assurance. He ensures all digital programs are delivered with superior customer service and performance for our clients and their shoppers, including meeting specifications and deadlines for the largest retailers and brands in the world.

Want to find out more about Digital Retail Media?

Our global headquarters


Phone: +1 727.231.5041
100 Carillon Parkway
Suite 100
St. Petersburg, FL 33716


Phone: +44 (0)20 3429 4300
40 Strand


Phone: +61 (0) 2 9093 4000
1 York St
NSW 2000

Netherlands/Northern Europe

Phone: +31 (6) 46199427
Barbara Strozzilaan 201
1083 HN Amsterdam