Advertising firm hires senior VP

ST. PETERSBURG — Joe Henson has joined Triad Retail Media, a St. Petersburg-based digital advertising and marketing firm, as senior vice president of products and platform.

Reporting to CEO Sherry Smith, Henson will be responsible for the company's product strategy, as well as product development, implementation and deployment.

According to a press release, Henson's leadership and expertise will be a benefit to Triad's retail partners — which include Walmart, Sam's Club, CVS, Staples and Kohl's — that are looking to use data to improve their shopper-based marketing.

“We are ecstatic to have Joe join the Triad team to take on this strategically important role,” Smith states in the release. “Joe is an industry veteran of 20 years with a playbook of exceptional go-to-market product strategies and technological expertise. As we forge into the new year, we're excited to have his leadership set the direction of our evolving product suite, allowing retailers to maximize the value of their media.”

Prior to joining Triad, Henson most recently was group vice president of product platform and technology at Catalina Marketing, also based in St. Petersburg, where he built global platform strategies to grow value for the company's clients.