Adhese welcomes two new staff to lead retail media offering

Independent adtech platform Adhese is welcoming two new staff to its team to lead the launch of a new retail media offering.

Bas Oudejans joins as commercial director Europe, who will lead business development and client success and Kees de Jong takes on the newly created role of Chief Commercial Officer, overseeing growth, partnerships and customer success. 

Oudejans brings more than a decade of hands-on retail media expertise, with senior leadership roles at Bol, Ahold Delhaize, Triad Retail Media and CitrusAd. Based in Europe, he has worked closely with some of the region’s largest retail groups and understands the unique operational and commercial demands of modern retail media. 

De Jong has had a long career in adtech with senior roles at WPP’s Xaxis and leading Sizmek across EMEA, and has been at the forefront of the retail media evolution across APAC and Europe.  An IAB Retail Media Council member and founder of consultancy Uncommon Media, he is widely recognised for helping retailers, publishers and brands design and implement scalable commerce media strategies. 

The pair will lead the rollout of the global Retail Media as a Service (RMAAS), which is designed to help retailers build scalable and transparent media businesses.

A huge evolution

Adhese CEO Sven Marievoet says: “The launch of Adhese’s RMaaS offering represents a huge evolution not just for our business, but for the industry as a whole. We’ve always built our technology with the needs of retailers at the forefront, so it’s a logical next step to help them get their media arms up and running effectively and efficiently. 

“We’re energised to welcome both Kees and Bas to the team. They bring not only deep retail media expertise, but also a sharp understanding of what retailers truly need to succeed. With them on board, we’re ready to accelerate our mission to help retailers around the world take control of their media business.” 

Oudejans says, “Retail media has matured significantly, but there’s still a lot of untapped potential.

“Adhese offers a unique, omnichannel adtech platform that puts privacy, transparency and independence at its core. I’m excited to help retailers unlock the full value of their media assets in ways that drive real results for both brands and consumers.”

Retail media continues to surge globally, with global spend projected to reach US$175 billion by 2028. Industry analysts forecasting it could account for nearly a quarter of all digital ad spend within the next few years.