Barrows Connected Store named Kathryn Mazza its new Chief Growth Officer for North America on May 1, 2026, placing a veteran retail media executive at the helm of its regional expansion strategy.
The appointment signals the company’s intent to accelerate retail media growth as physical stores increasingly compete with digital channels for ad spend and consumer attention.
A Competitive Recruitment Win
Barrows Connected Store secured Mazza after a highly competitive recruitment process. Multiple retail media, retail technology, and transformation companies pursued her for senior leadership roles before she chose Barrows.
“Kathryn is a proven growth leader with deep relationships across retailers, brands, and the broader retail media ecosystem,” said Brian DeCoveny, Managing Director, North America, 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 and delivering greater value to our clients.”
The hire reflects a broader industry trend: competition for senior retail media talent intensifies as brands and retailers alike pour investment into in-store technology and media monetization.
20 Years of Retail Media Expertise
Mazza brings more than two decades of leadership across retail, commerce, and omnichannel growth to her new role. Her resume spans marketing analytics, revenue monetization, and large-scale digital transformation.
Previously, Mazza held senior positions at Hy-Vee and Dick’s Sporting Goods, where she built and scaled high-impact media platforms and advanced retail media and digital transformation initiatives. She also led cross-functional teams across merchandising, technology, and data to deliver enterprise-wide transformation.
Beyond her corporate roles, Mazza currently serves on the Board of Advisors for the Path to Purchase Institute (P2PI) and Fluent, reinforcing her standing as one of the most connected figures in the retail media space.
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Driving Retail Media Growth Across North America
As CGO, Mazza will steer strategic planning and market expansion across North America, accelerate new business and partnership opportunities, and strengthen relationships with key retailers, brands, and industry stakeholders.
“I’m excited to join Barrows Connected Store at a time when retail media and in-store technology are converging in powerful new ways,” Mazza said. “Barrows is uniquely positioned to help retailers and brands unlock the full value of the physical store as a media and experience channel. I look forward to building on that momentum and driving meaningful growth across the region.”
Her mandate directly addresses a growing market opportunity. As retail media expands beyond digital channels and into physical environments, brands and retailers increasingly seek partners who can connect media, data, and in-store experiences in measurable ways.
The Store as a Media Channel
Barrows Connected Store powers its retail environments through its proprietary ConnectOS platform, which transforms physical stores into high-performance media channels. The company positions itself as a global leader in connected retail technology, helping retailers and brands create smarter, more engaging in-store experiences.
The company’s continued North America expansion mirrors surging demand for solutions that make physical retail not only measurable but also competitive with the precision targeting long associated with digital advertising.
With Mazza now leading growth efforts, Barrows Connected Store positions itself to capture a larger share of a retail media market that analysts project will continue to expand rapidly well into the latter half of the decade.
About Barrows Connected Store
Barrows Connected Store is a global leader in connected retail technology, helping retailers and brands create smarter, more engaging in-store experiences. By developing intelligent environments powered by its ConnectOS platform, Barrows transforms physical stores into high-performance media channels.