Instacart has hired veteran ad executive Tim Castelli from iHeartMedia to be the online delivery company’s vice president of global advertising sales.
Castelli will lead Instacart’s advertising sales organization, focusing on building strong relationships with brand partners and media agencies across the industry. He will report to chief business officer Chris Rogers.
Castelli has more than 30 years of industry experience building advertising solutions for brands. He spent the last 10 years at iHeartMedia, leading sales functions and most recently serving as chief revenue officer of the media company’s multi-platform group.
Prior to iHeartMedia, Castelli was a senior vice president of sales for AOL. He also led advertising and partnership activities at Google as the technology industry director. Further, he has served as the publisher of Rolling Stone magazine.
This hire comes as Instacart continues to grow its advertising business, Instacart Ads, which currently serves some-5,500 brand partners, according to the company. In 2022, the company rolled out a slew of new solutions, including “new to brand” metrics and A/B and lift testing.
Brands including Applegate, General Mills, Kellogg and Unilever have leveraged Instacart’s advertising solutions.
Instacart told the Path to Purchase Institute in an email that Kellogg saw a double-digit sales lift from Instacart Ads, as one of the first to pilot its sales lift and A/B testing capabilities.
Additionally, Unilever’s “The Ice Cream Shop” pop-up on the platform revealed that more than 75% of customers are net-new to the brand.