What’s one project, campaign, or achievement you’re most proud of in your career so far?

Having worked in the DOOH space, specifically in retail media, for over 10 years, I am proud of many campaigns I’ve contributed to. Collaborating with dozens of blue-chip companies and their advertising agencies on hundreds of successful digital signage executions has been incredibly rewarding. Honestly, I can’t single out one campaign as my proudest, because each one is unique and calls for a different approach. Every project builds on the last, continually enhancing my skills and results.

What’s the best piece of professional advice you’ve ever received?

Be honest and true to your word. It’s all you have.

In your view, what’s the biggest opportunity for our industry right now — and what’s the biggest challenge?

I believe the biggest challenge facing digital signage in the retail media space is demonstrating performance effectively. Many marketers are heavily focused on ROAS, which can sometimes overshadow the broader branding opportunities and the media’s relevance as a touchpoint across upper, mid, and lower funnel stages. Once technology advances to provide transparent reporting and direct sales attribution from in-store digital signage campaigns, it will become much clearer for marketers and network operators to evaluate the true impact and value of these efforts.

If you could change one thing about the industry overnight, what would it be?

By increasing education and awareness around the benefits of incorporating digital signage into your retail media marketing mix, we can unlock the true potential of this powerful medium. As more advertisers recognize the impact and learn how to use digital signage effectively, this component of retail media will experience greater success and widespread adoption. The future of retail media depends on maximizing the strategic use of digital signage to drive results.

Which trends, tools, or innovations are you keeping your eye on this year? 

I believe technology in in-store digital signage will continue to evolve and become increasingly sophisticated. From interactive kiosks to large-format screens featuring stunning graphics, and enhanced insights into shopper behavior impacting ROAS, there is still much to achieve in this space. As AI begins to play a larger role, the excitement surrounding these innovations continues to grow, promising even greater opportunities for retail media.

What role do you think collaboration through IAB Canada plays in driving industry growth?

Education—100% essential. The IAB serves a vital role in bringing professionals together under one roof to exchange ideas and share experiences. It provides a platform to compare notes on what strategies work and what doesn’t, while fostering mutual learning about each other’s needs. Ultimately, this collaboration helps everyone move their businesses forward by expanding knowledge and insights in the industry.