Olivia McCullagh
Retail Media Lead,
IAB UK
As Retail Media Lead at IAB UK, Olivia is responsible for establishing the IAB as the industry’s go-to authority in retail media. She leads the IAB’s Retail Media Community, fostering collaboration across retail media owners, ad tech, agencies and advertisers, while driving thought leadership and innovation. Before joining the IAB, Olivia worked at Tesco Media & Insights Platform where she specialised in retail media, commerce and digital strategy. She also gained valuable experience at Pernod Ricard on focusing on brand and trade marketing across UK retail networks. She is passionate about helping brands harness retail media’s full potential and ensuring best practice standards evolve alongside this rapidly developing channel.
Sessions
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25-Sep-2025THE FUTURE OF CUSTOMER EXPERIENCE STAGE2030 vision: What will retail media look like in 5 years time?
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