Retail media platform Zitcha appoints Alberto Vergara to newly created role of Head of Data and AI

Retail media specialist Zitcha has appointed Alberto Vergara to the newly created role of Head of Data and AI.

He will drive the company’s AI innovation programme by implementing predictive analytics to anticipate consumer needs, developing AI powered recommendation engines to better match brands with high intent audiences, and creating autonomous optimisation tools that elevate campaign performance.

Troy Townsend, CEO at Zitcha, which last week announced its appointment by Frasers Group, behind UK retailers such as Sports Direct, Flannels and Frasers, to power its newly launched ELEVATE retail media network, says: “The retail media landscape is approaching an inflection point. Whilst current platforms focus on displaying ads to consumers, we're rapidly moving toward a world where AI agents are the primary shoppers, making purchasing decisions based on consumer preferences and goals. This shift requires retail media networks to evolve beyond traditional impression-based models to first-party data-driven, goal-oriented infrastructures.”

“We're positioning ourselves at the forefront of this revolution, developing the architecture and capabilities that will thrive in an agent mediated retail ecosystem. Alberto brings a rare combination of technical expertise, strategic vision and commercial understanding that’s critical to this next phase of growth.”

With more than 25 years of software engineering computer science and AI experience, Vergara joins from Quantium, a specialist in data science and artificial intelligence, where he served as an engineering lead for over two years. 

Vergara comments: “Prior to AI integration, retail media was largely about placing the right message in front of consumers and hoping for conversion. It was a world of approximations, broad targeting, and delayed insights.”

“What excites me most about joining Zitcha is the opportunity to transform how retail media operates at its core. The future of retail isn't just about better ads, it's about creating intelligent systems that understand consumer needs and facilitate better matches between products and people.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.