Kingfisher Appoints Retail Media Director

Kingfisher plc, the international home improvement company, announces today that it has appointed Hélène Trad as Retail Media Director, effective today (1 December 2025).

Hélène is a senior strategy and operations leader with strong expertise in retail media, digital advertising, and activating customer data to unlock growth for retailers and brands. She brings over 20 years’ experience spanning Amazon, AlixPartners, global tech consulting and retail roles, with a proven track record of designing and operationalising commercial growth strategies across complex, multi-market retail and media environments.

At Amazon Ads, Hélène was directly accountable for unlocking significant incremental revenue growth across Europe, Japan, and the US.  She delivered this by shaping Amazon’s advertising strategy, identifying underperforming growth levers and positioning Amazon Ads as an integrated, full-funnel media owner. Most recently, at AlixPartners, Hélène defined retail media strategies for a variety of international, omnichannel retailers, setting monetisation models, assessing inventory and audience value, and ensuring incremental budgets without displacing trade marketing spend.

Hélène will be based at Kingfisher’s London headquarters in Paddington.

Romain Roulleau, Kingfisher Digital Director, commented:

“We are thrilled to welcome Hélène to Kingfisher. Her deep expertise in retail media and data-driven growth strategies will be instrumental as we accelerate our proposition. Hélène’s experience in building scalable frameworks and driving innovation across global markets will help us unlock new opportunities for our customers and brand partners alike. Retail media is a fast-growing opportunity for Kingfisher, as part of our wider digital ecosystem, where we are leveraging our strong e-commerce presence and customer data to create new value streams.”

Hélène Trad said:

“I am excited to join Kingfisher at such a pivotal time for its retail media proposition. The Group’s scale, customer reach, and commitment to innovation create a unique platform to deliver value for both shoppers and advertisers. I look forward to working with colleagues across the business to shape and grow Kingfisher’s retail media offering into the future.”

Source : Kingfisher plc

Image : Kingfisher plc

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