Australia’s leading cashback platform, Cashrewards has appointed Lachlan Brahe as general manager of retail media, to expand its retail media platform, Circuit by Cashrewards.

Brahe brings deep retail media experience, most recently as head of retail media for The Endeavour Drinks Group, where he launched MixIn, its successful retail media business in 2022. 

Prior to EDG, Brahe was managing director of reprise at IPG Mediabrands, responsible for FMCG advertisers including J&J, Nestle and Coca-Cola. He later joined Criteo to launch its retail media platform across APAC, working with leading retailers and marketplaces around the region such as eBay, Flipkart and Alibaba. 

In 2023, Cashrewards became one of the first Australian cashback programs to launch a retail media proposition, Circuit by Cashrewards. The platform gives advertisers direct access to Cashrewards’ shopper network, across more than 20 retail categories including fashion, beauty, technology, food and liquor, and home and pets.

Cashrewards CEO, Anthony Seymour-Walsh said Lachlan’s pioneering experience in retail media, and 20-year heritage in digital advertising, make him a welcome addition to the Cashrewards team.

“We see significant opportunity to create a market-leading retail media proposition and Lachlan’s experience and expertise will help us build a platform that helps us to achieve this goal. We’re excited to broaden our proposition for both marketers and agencies that can strategically tap into our active user base who are primed and ready to shop,” he said.

Commenting on his appointment, Brahe said, “It is exciting to be joining such a fast-growing challenger brand in the retail media space and helping to build its retail media proposition from the ground up. I have seen the retail media market mature over the last five years and can clearly see a place in the market for a platform like Circuit, that brings together Cashrewards’ engaged member base with its broad array of clients.”