Barrows Connected Store announced the appointment of James Hay as Global Chief Executive Officer, effective January 1, 2026. The leadership change comes as retail media networks rapidly evolve from experimental revenue channels into core profit drivers, with global spend projected to surpass $130 billion by 2028.
Hay will oversee Barrows Connected Store’s operations across the UK, United States, and South Africa, advancing the company’s platform that transforms physical stores into intelligent media networks. The company partners with major retailers including Tesco and Kroger to enable brands to deploy targeted digital campaigns at the point of purchase, where approximately 85% of global retail sales still occur.
“James is a natural leader and one of the most trusted operators in our business,” said Brent Taylor, Executive Chairman of Barrows Connected Store. “He has been instrumental in shaping Barrows Connected Store from its early days into the global platform it is today. His deep understanding of retailers, brands, and shoppers combined with his ability to lead with clarity, empathy, and conviction, makes him uniquely suited to lead our next phase of growth. I could not be more excited to see James step into the role of Global CEO.”
Hay brings extensive leadership experience at Barrows, having led the UK and European business as Managing Director before serving as Global Managing Director. His background spans both technology and consumer packaged goods, including senior roles at L’Oréal and Mars. This dual expertise positions him to navigate the competing priorities of retailers, technology vendors, and advertising brands as in-store media becomes a critical revenue stream.
The timing reflects retail’s transformation as physical stores evolve from cost centers into revenue generators through digital screens, smart shelf displays, and connected checkout experiences. Major retailers now generate billions in high-margin advertising revenue through retail media networks, competing with e-commerce platforms for advertising dollars as third-party cookies disappear.
“This next phase of our journey is exceptionally exciting as we scale formative media solutions alongside technology that is redefining how in-store media works—operationally, commercially, and creatively,” said Hay.
Hay is recognized for his shopper-centric approach to retail media, designing tailored strategies that ensure merchandising, media, and creative work seamlessly together without disrupting the shopping experience. He has cultivated a service-oriented culture grounded in listening, empathy, and foresight—delivering world-class customer experiences while driving sustainable growth.
Under Hay’s leadership, Barrows Connected Store aims to accelerate retail’s digital transformation and capture share in one of the industry’s fastest-growing, highest-margin categories as connected store technology becomes mission-critical infrastructure for major retailers worldwide.
