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Hy-Vee bolsters RedMedia leadership team

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Hy-Vee operates more than 550 business units across eight Midwestern states.

Midwestern grocery and convenience chain Hy-Vee has made new appointments to the leadership team at RedMedia, its retailer media network.

Kathryn Mazza will be joining Hy-Vee as senior VP of RedMedia. Mazza most recently served as VP, media/GM retail media, for Dick’s Sporting Goods, where she worked for nearly 19 years in various positions. She led the development and launch of a retail media network for the retailer over the past several years, and will serve as the leader of day-to-day operations of RedMedia for Hy-Vee.

Britt Polihronis will be joining Hy-Vee as VP, operations, RedMedia. Polihronis joins Hy-Vee after serving as senior director of digital strategy at public relations firm Dentsu’s New Stream Media, where she served as a central hub for collaboration and retail expertise across multiple departments and drove innovation for retail clients. In her position at RedMedia, she will play a key role in translating media-led strategies into actionable insights for retail media clients.

“While RedMedia has already seen tremendous growth since its initial launch a few months ago, we’re confident that Kathryn and Britt’s leadership will position our retail media network even more so as an innovator in this space, delivering incredible results and value to our partners,” said Jeremy Gosch, Hy-Vee’s CEO.

Hy-Vee’s retail media network RedMedia launched in September 2023 to help CPGs and other brands precisely target the retailer’s shoppers, utilizing first-party data and “strategic placement to provide meaningful and personalized interactions with consumers.” At the time of the launch, Chain Store Age spoke with Jess Enos, senior VP of retail media at Hy-Vee, about the retailer’s full-scale retail media network.

“We have offered advertisers ways to digitally connect with our customers for quite some time, but never had done so from a formal retail media perspective,” said Enos at the time. “Our development of the RedMedia network solves for that. It's a way for us to deepen the relationships we have with our supplier partners and create new, powerful ways for them to connect with our customers, whether that's in-store or online.”

Based in West Des Moines, Iowa, Hy-Vee operates more than 550 business units across eight Midwestern states: Iowa, Illinois, Missouri, Kansas, Nebraska, South Dakota, Minnesota and Wisconsin.

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