Grocery TV Appoints 3 Senior Executives Amid In-Store Media Growth
Grocery TV has added three senior executives to its leadership team as in-store retail media continues to accelerate across the grocery sector.
The company named Neil Murphy as senior vice president of retail partnerships, Steve Sapp as senior vice president of media partnerships, and Chris Lee as chief technology officer.
The hires come as Grocery TV scales its in-store retail media platform, which the company said has grown 33% over the past year to more than 6,500 stores across more than 120 retail partners.
The expansion reflects a broader shift in in-store media, which is increasingly moving beyond pilot programs and becoming a core component of retailers’ retail media strategies.
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Strengthening Retailer Partnerships
Murphy brings more than two decades of experience in retail media, including leadership roles at Walmart Connect and Criteo’s retail media business. He will oversee retailer expansion and network rollout strategies, supporting partners as they launch and scale in-store media networks.
“Retailers are ready to move fast on in-store media, but they need a partner who can navigate the complexity of execution,” Murphy said in a media release. He added that Grocery TV’s approach enables retailers to launch networks in months rather than years.
Connecting In-Store Media to National Buys
Sapp joins Grocery TV with more than 25 years of media sales and marketing experience, including leadership roles at National CineMedia, GSTV as well as Volta Charging, which Shell shuttered in 2025. He will focus on helping brands and agencies integrate in-store media into broader national media plans across Grocery TV’s network.
“National media buyers are looking for authentic ways to connect with shoppers as attention continues to fragment across channels,” Sapp said. “As more CPG and even non-endemic categories like telecom and financial services lean in, we’re helping them turn that opportunity into measurable results."
Scaling the Technology Behind In-Store Media
As CTO, Lee will oversee Grocery TV’s engineering, product, hardware and data teams. His background includes co-founding Kronologic, serving as a technology leader at Rapid7 during its growth and IPO, and leading technology initiatives at PorchPass.
“In-store retail media requires technology that works seamlessly across both hardware and software,” Lee said. He noted that the company is focused on scaling its network while improving performance, consistency and measurement across thousands of in-store screens.
Looking Ahead
Grocery TV said the leadership additions support its focus on sustainable growth and partner success. Over the past year, the company has grown its internal team by 34% while continuing to invest in modernizing the in-store experience and improving measurability for brands and retailers.
The move underscores how in-store retail media is becoming a more central, measurable component of omnichannel retail media strategies as retailers and advertisers look to influence shoppers closer to the point of purchase.
