Mazza's Move to Barrows Signals Retail Media's In-Store Future

TAMPA, Fla. – May 01, 2026 – In a move that underscores the escalating battle for talent in the retail technology sector, Barrows Connected Store has appointed renowned retail media executive Kathryn Mazza as its Chief Growth Officer for North America. The appointment is a clear signal of the industry's accelerating pivot from purely digital advertising to unlocking the immense, and largely untapped, media potential of physical retail spaces.

Mazza, who will lead the company’s North American growth strategy, is widely regarded as an architect of modern retail media networks (RMNs). Her move to Barrows, a global firm specializing in transforming physical stores into dynamic media channels, comes after what the company described as a “highly competitive recruitment process,” with multiple firms vying for her leadership. This intense competition highlights a critical inflection point for the industry: the future of retail media is not just online, but deeply integrated into the brick-and-mortar shopping journey.

“I’m excited to join Barrows Connected Store at a time when retail media and in-store technology are converging in powerful new ways,” said Mazza in a statement. Her new role will focus on accelerating new business and strengthening Barrows’ relationships with retailers and brands looking to capitalize on this convergence.

A Proven Architect in a High-Stakes Arena

Kathryn Mazza’s career is a roadmap of the evolution of retail media. With over two decades of experience, she has been at the forefront of building and scaling some of the most successful RMNs in the United States. Most recently, as a senior executive at Hy-Vee and president of its RedMedia network, she was instrumental in scaling the platform to significant revenue in under two years. Her leadership saw the deployment of over 10,000 premium digital screens and in-store audio offerings, turning the grocer’s physical footprint into a sophisticated advertising ecosystem.

Before her tenure at Hy-Vee, Mazza spent nearly 20 years at Dick's Sporting Goods, where she launched and scaled its retail media network. Her deep expertise lies in leveraging rich, first-party shopper data to create targeted, measurable campaigns that deliver a clear return on investment—a crucial advantage in a post-cookie digital world. This track record makes her a strategic asset for Barrows as it aims to solidify its position in the competitive North American market.

“Kathryn is a proven growth leader with deep relationships across retailers, brands, and the broader retail media ecosystem,” noted Brian DeCoveny, Managing Director for North America at Barrows Connected Store. “As we scale our presence and capabilities in the region, her ability to connect strategy, partnerships and execution will be critical in accelerating our momentum.”

The In-Store Media Gold Rush

The strategic importance of Mazza's hire is magnified by the explosive growth of the retail media market. While giants like Amazon and Walmart Connect have dominated the digital RMN space, accounting for a substantial portion of global spending, the next frontier is unequivocally inside the store. Despite the rise of e-commerce, physical retail still commands approximately 80% of all shopping in the U.S. This vast landscape represents a multi-billion dollar opportunity.

Industry projections support this shift. The global connected retail market, valued at over $36 billion in 2023, is forecasted to soar to nearly $137 billion by 2030. North America is the dominant player, holding roughly 37% of the market share. More specifically, in-store retail media is expected to outpace the growth of its online counterpart, with some analysts predicting it will become a billion-dollar segment by 2028.

Barrows operates at the heart of this trend. The company’s ConnectOS platform provides the technological backbone for retailers to transform their stores into intelligent environments. Using dynamic digital signage, sensors, and data analytics, retailers can activate, manage, and measure campaigns in real-time. This allows them to move beyond static endcaps and paper circulars to deliver context-aware content based on time of day, foot traffic, and even inventory levels, influencing shoppers at the most critical moment: the point of purchase.

Navigating the Challenges of a Connected World

While the opportunity is immense, the path forward is not without significant challenges. The very technologies that enable personalized in-store experiences—such as sensors, AI-driven cameras, and data tracking—also raise substantial consumer privacy concerns. A recent study found that over half of consumers believe retailers sell their personal data, fostering a deep-seated sense of distrust.

The regulatory landscape is also a minefield. With a patchwork of privacy laws like the California Consumer Privacy Act (CCPA) and a lack of federal standardization, companies like Barrows and their retail partners must navigate complex compliance requirements. A misstep can lead not only to hefty fines but also to irreversible reputational damage.

The key to success for Mazza and the Barrows team will be to strike a delicate balance between personalization and privacy. The goal is to create enhanced shopping experiences that feel helpful, not intrusive. This requires a commitment to transparency about data collection and a focus on delivering tangible value to the shopper in exchange for their attention. Building and maintaining consumer trust will be as critical to Barrows’ growth as the technology it deploys.

As Mazza steps into her new role, she carries the weight of these industry-wide challenges and opportunities. Her leadership will be pivotal in shaping how Barrows helps its partners harness the power of the physical store as a media channel. The success of this venture could redefine the brick-and-mortar experience, proving that the future of retail is a seamless blend of the digital and physical worlds.