Digital transit media company XTD Limited has appointed of Out of Home industry leader Adam Cadwallader as CEO and managing director, succeeding interim CEO Jason Byrne.

Cadwallader will commence the new role from 1 August 2019.

The XTD board has completed a significant review of opportunities and believe the future direction of the business should be led by an experienced OOH and media executive who has demonstrated capabilities in growing media businesses.

Cadwallader has been in the media industry for over 25 years with the last 19 years spent in the OOH media sector where most recently he was group sales Strategy director for ASX 200 listed oOh!, Australia’s largest OOH company.

Justus Wilde, XTD chairman, said the board is delighted to welcome Adam as the new CEO to lead the business in a new strategic direction.

Wilde said: “The XTD Board believes Adam’s skills and experience are a perfect fit to drive the XTD business forward with clear direction and leadership.

“Adam’s proven capabilities in building digital and integrated content Out of Home businesses that engage audiences and deliver on advertisers’ needs will set the XTD business on a new strategic path to deliver sustainable growth and results.

During the last 7 years, Adam has grown oOh!’s Place Based Media business Locate by oOh!  organically and by acquisitions including the integration of office media companies, Inlink and Executive Channel Network.

Cadwallader’s leadership in the OOH industry has seen him at the forefront of the industry’s growth through digital, content, data, audience measurement and most recently automation and programmatic trading within the sector, said he was thrilled to be joining a media business with such a bright future.

He said: “I’m incredibly excited to join the XTD business and look forward to working closely with the board to develop a new strategic plan that grows the business by connecting brands with engaged audiences.”

XTD’s CEO appointment will see Interim CEO Jason Byrne return to his non-executive director role. In addition, XTD’s new strategic direction will see non-executive director Joe Copley step down from the board effective immediately due to his interest in independent reporting platform, Seedooh.

Wild concluded: “On behalf of the XTD Board, I would like to extend our thanks to Jason who has undertaken a review of the business since November last year, leaving XTD in a strong position to move forward.

“The Board also thanks Joe, who has been a director of XTD since 2016, for his leadership and guidance on getting the business ready for this next phase.”