QSIC, in-store audio platform for retail media, has hired Mark Mansour, a founding team member of Woolworths Group’s retail media business Cartology and former managing director of Woolworths MarketPlus, as its managing director, APAC.
Starting in November, Mansour will lead QSIC’s business across APAC, with a focus on advancing the role of in-store audio as a measurable retail media channel, connecting audio advertising to shopper behaviour and business outcomes.
With more than 20 years of experience across retail, growth strategy and digital platforms, Mansour will focus on moving retail media beyond campaign-level activity toward measurable, long-term business outcomes, including growing brand share, acquiring new to brand shoppers and driving repeat purchase.
This aligns with QSIC’s broader direction: earlier this year, the company launched QSIC Intelligence, its unified measurement dashboard, giving retail partners access to metrics including attributable sales, incremental return on ad spend and new-to-brand shoppers.
“In-store is still the least measured part of the retail media mix. That’s the gap we’re closing,” said Matt Elsley, co-founder and CEO of QSIC. “Mark has run retail media and marketplaces from the retailer side, so he knows what it takes for retailers and brands to back in-store with confidence. Combining that experience with a world-leading platform, and it’s a one plus one equals three situation for our APAC partners.”
“Mark has sat on both sides of the table. He has helped build retail media from scratch and has run a retail business at scale. He’s an operator, not just a seller, and that’s exactly what we need as we grow in APAC,” added David Haase, global president, QSIC.
At Woolworths Group, Mansour most recently served as managing director of Woolworths MarketPlus, leading the group’s third-party retail strategy across Woolworths, Big W, Everyday Rewards and MyDeal. His responsibilities spanned marketplace design, partner development and monetisation. Previously, he helped build Cartology’s commercial function from the ground up, contributing to the growth of its digital and omnichannel media business.
“Retailers have spent decades building their stores, yet the media value of those environments remains under-realised,” commented Mansour.
“Having built retail media from inside a retailer, I know the bar is high. It has to be measurable, it has to protect the shopper experience, and it has to earn its place on the P&L. In-store audio done well clears all three, and the retailers that move now will set the standard for the rest of the region.”
