Kingfisher hires Hélène Trad as retail media director

International home improvement company Kingfisher has appointed senior retail media specialist Hélène Trad as retail media director, effective from 1 December 2025.

Trad, who will be based at the group’s London headquarters, joins with more than 20 years’ experience in digital advertising and customer data strategy. 

Her background includes senior roles at Amazon Ads, AlixPartners, global technology consultancies and major retail groups.

Trad had a track record in shaping commercial growth strategies in multi-market retail and media environments. 

At Amazon Ads, she was responsible for driving revenue growth across Europe, Japan and the US by developing advertising strategy and repositioning the platform as a full-fledged media owner. 

At AlixPartners, she defined retail media strategies for international omnichannel retailers, advising on monetisation frameworks, inventory valuation and ways to secure incremental budgets.

Trad’s appointment would support the next stage of its retail media development, part of a wider effort to expand digital revenue streams using Kingfisher’s e-commerce reach and customer data.

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.”

Romain Roulleau, Kingfisher digital director, added: “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.”