B&T Women in Media Innovation Award winner Sarah Minassian has announced she is leaving Metcash after eight years with the business, including more than four years building its retail media network, LocalEyes.
In a LinkedIn post announcing her departure, Minassian reflected on helping create the retail media business from the ground up.
“Over the past eight years at Metcash — and especially the last 4.5 years building LocalEyes — I’ve taken the amazing opportunity to build something special from the ground up,” she wrote.
Minassian said she was proud to have helped shape the original vision, strategy and business case for retail media at Metcash before leading the creation of what has become an enterprise-wide platform spanning food, liquor, hardware and tools.
The announcement follows a standout period in Minassian’s career. In 2025 she won the Innovation category at the B&T Women in Media Awards in recognition of her leadership in developing Metcash’s Digital Screen Network.
The initiative transformed in-store advertising across Metcash’s independent retail brands including IGA, Mitre 10, Total Tools, Cellarbrations, Thirsty Camel and Bottle-O. Working across a network of more than 6,500 independently owned stores, Minassian led the strategy, investment case and rollout of the digital screen network, helping establish Australia’s largest independent retail media network.
Her departure prompted an outpouring of support from across the industry.
Retail media leader Renae Usher wrote: “An absolute force and model to all women in retail media, everything you’ve built and what you stand for is nothing but admirable – a bloody legend and cannot wait to see what you do next.”
Ben Allman, VP, Platform Sales at Broadsign, added: “Not many people can lay claim to building and scaling Australia’s largest independent retail media network Sarah. It’s a major career milestone which you and your team should be incredibly proud of.”
ARN chief digital and technology officer Ben Campbell described Minassian as “a real trailblazer”, Jess Truesdale from Criteo Retail Media referred to Minassian as a “legend who has inspired so many including myself”, with Lisa Sharpe, merchandise solutions and services manager at Metcash, echoed this.
“You are an inspiration to so many women, and one of the most dedicated and brilliant humans I’ve had the privilege to know,” Sharpe said.
Adding in the post that she was incredibly grateful for the opportunities, support and relationships that have come from her time at Metcash, Minassian plans to take a break before deciding on her next move.
“For now, I’m going to take a short pause, spend some time with family, reset a little, and reflect on what I want the next chapter to look like. Then I can’t wait to see what’s next.”
B&T has approached Metcash & Minassian for comment.
Check out Minassian and B&T below at last year’s Women in Media Awards.
