Retail Media Pivots to Brand Storytelling With Cartology Hire
Woolworths' retail media arm appoints 30-year FMCG veteran Brett Grebert as GM Marketing, signaling shift from ad-tech to brand expertise as sector hits $2.7B.
Woolworths Group's retail media arm Cartology has appointed Brett Grebert, a 30-year fast-moving consumer goods veteran, as general manager of marketing for Australia and New Zealand. The hire signals a strategic shift as retail media platforms mature beyond ad-tech specialists toward brand storytelling expertise.
Grebert joins Cartology from George Weston Foods, where he served as innovations and marketing director for Tip Top since March 2020. He will report to Cartology managing director Mike Tyquin while serving on the executive leadership team.
FMCG Experience Takes Priority
The appointment reflects how Australia's retail media sector is evolving as it approaches $2.7 billion in revenue by 2029, up from $1 billion in 2024. Grebert's background spans over a decade at George Weston Foods, 12 years at alcohol giant Lion, and roles at Nestle across marketing and sales functions.
Mission Media
"Brett's Marketing and FMCG experience will bring a clear view on how we position Cartology with our clients," Tyquin said in a statement. "His appointment underscores our commitment to evolving our marketing and propositions capabilities, elevating our clients' experiences and delivering on our next phase of growth."
During his tenure at Tip Top, Grebert led brand development, product insights, and what the company described as "market-leading innovations." His responsibilities at Cartology will include managing marketing operations across the ANZ region as the platform serves over 5,000 active brands.
Retail Media Demands New Leadership Profile
The hire comes as 70% of Australian advertisers increased their retail media investment in 2023 and 2024. The sector is growing at 26.5% year over year, with 77% of Australian brands now using three or more retail media networks.
Cartology faces intensifying competition from Coles 360, which deployed ChatGPT Enterprise in 2025 for personalized ad targeting. The market is diversifying beyond traditional grocery retail, with TWC Connect expanding its pharmacy network to 620 stores with 200 digital screens by January 2026.
"It's such a fantastic time to be joining Cartology at such a pivotal moment in Retail Media's growth," Grebert said. "I'm genuinely excited to use my FMCG background to help shape the next chapter of the business and Cartology's Marketing strategy."
Implications for Asian Markets
For Asian retailers building their own media networks, Cartology's leadership choice offers insights into capabilities needed as retail media becomes a primary revenue stream. The shift from pure ad-tech specialists toward brand-building expertise suggests platforms must balance technology infrastructure with deep understanding of advertiser needs and consumer behavior.
Australia's emphasis on AI integration and in-store digitalization provides a template for regional markets as retail media matures. The appointment demonstrates how established retail media platforms are prioritizing leaders who can translate complex ad products into measurable brand growth for clients navigating increasingly fragmented media landscapes.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
