Barrows Connected Store Lands Brian Anthony as Vice President of Connected Creative Strategy, North America

TAMPA, FL — Barrows Connected Store, a global leader in connected retail experiences, today announced the appointment of Brian Anthony as Vice President of Connected Creative Strategy, North America. Brian will help retailers and brands unlock the full potential of in-store retail media through innovative creative experiences, strategic storytelling, and performance-driven content.

Brian joins Barrows Connected Store following a highly competitive recruitment process, reflecting growing demand across the retail media, retail technology, and retail transformation sectors for executives with deep expertise at the intersection of commerce media, creative strategy, and shopper engagement.

Widely recognized as one of the industry's early innovators in commerce media, Brian has helped shape the evolution of retail media through leadership roles at Triad Retail Media and CitrusAd, where he partnered with leading retailers and consumer brands to develop creative solutions that connected marketing strategy with measurable business outcomes.

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Brian is one of the industry's most respected creative strategists, with an exceptional ability to translate retail media innovation into compelling experiences that drive measurable results. — Brian DeCoveny, Managing Director, North America, Barrows Connected Store

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“As retailers continue to transform their stores into connected media environments, Brian's vision and expertise will help our clients maximize the value of every shopper interaction while further strengthening Barrows Connected Store's leadership in connected commerce,” said DeCoveny.

The remit

As Vice President of Connected Creative Strategy, North America, Anthony will lead the development of creative frameworks and strategic programs that help retailers and brands fully leverage Barrows Connected Store's technology platform. His responsibilities will include:

• Developing intelligent creative systems and agentic workflows that enable responsive design and meaningful customer experiences
• Advancing commerce-aware storytelling and creative innovation across physical and digital channels
• Partnering with commercial, product, technology and client teams to transform retail intelligence into measurable business outcomes
• Supporting strategic growth by creating differentiated creative capabilities that help retailers and brands unlock greater value from connected retail media

“I'm excited to join Barrows Connected Store at a pivotal moment for retail media,” said Anthony. “The physical store is becoming one of the industry's most important media channels, creating tremendous opportunities to rethink how brands connect with shoppers. Barrows Connected Store has built an impressive platform and vision for the future, and I look forward to helping our partners create connected experiences that deliver meaningful value for retailers, brands, and consumers alike.”

Anthony's appointment is the latest in a series of strategic leadership investments in North America. Following the recent appointment of Kathryn Mazza as Chief Growth Officer, North America, the company is assembling one of the industry's most experienced leadership teams across connected retail, retail media, commerce technology, growth strategy, and creative innovation.