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?
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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.

Davis Haase

David Haase oversees all business and product development, driving key growth for Triad Retail Media. He identifies new partnership opportunities within the retail industry and within the WPP network, building relationships and strategies to transform the digital retail marketplace. David also leads the planning, creation and launch of all new innovative networks and products to better connect retailers and brands with shoppers in their purchasing journey, including Triad Mobile Media, Shelf Help and the Commerce Video Network. He joined Triad in 2006, serving as VP of Client Development, then President of the agency’s eBay business before entering his current role. His advertising background includes years of direct brand experience working with MARS Advertising, Kraft Foods and Nabisco.

Sherry Smith

Sherry Smith oversees all core aspects of client services that deliver revenue-driven solutions for brands and retailers, including sales, creative, content, operations and analytics. Her 20+ years of experience within the industry, both in the traditional and digital realms, provide her the expertise to build global client partnerships and ensure innovative, custom strategies for the world’s largest retailers such as Walmart.com, Sam’s Club, eBay, CVS, Dollar General, Kohl’s and more.

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.

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.

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.

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.

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.

Want to find out more about Digital Retail Media?
CONTACT US

Our global headquarters

USA

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

UK

Phone: +44 (0)20 3429 4300
40 Strand
London
WC2N 5RW

Australia

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

Netherlands/Northern Europe

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