Adtech platform Adhese has advanced its retail media strategy by appointing two experts and globally launching Retail Media as a Service (RMaaS).
The company has appointed Bas Oudejans as Commercial Director Europe and Kees De Jong as Chief Commercial Officer to lead the deployment of Adhese’s RMaaS solution, which is intended to support retailers in creating scalable and transparent media businesses without managing all operations internally.
“The launch of Adhese’s RMaaS offering represents a huge evolution not just for our business, but for the industry as a whole. We’ve always built our technology with the needs of retailers at the forefront, so it’s a logical next step to help them get their media arms up and running effectively and efficiently,” said Sven Marievoet, CEO of Adhese.
“We’re energised to welcome both Kees and Bas to the team. They bring not only deep retail media expertise, but also a sharp understanding of what retailers truly need to succeed. With them on board, we’re ready to accelerate our mission to help retailers around the world take control of their media business.”
Oudejans has over 10 years of retail media experience, including senior leadership roles at Bol, Ahold Delhaize, Triad Retail Media, and CitrusAd.
Operating from Europe, he has collaborated with several major retail groups and is familiar with the operational and commercial requirements of retail media.
“Retail media has matured significantly, but there’s still a lot of untapped potential. Adhese offers a unique, omnichannel adtech platform that puts privacy, transparency and independence at its core. I’m excited to help retailers unlock the full value of their media assets in ways that drive real results for both brands and consumers,” said Oudejans.
De Jong brings a distinguished career in adtech, having held senior positions at WPP’s Xaxis and led Sizmek across EMEA.
He is also a member of the IAB Retail Media Council and founder of Uncommon Media, where he guides retailers, publishers, and brands in designing and executing scalable commerce media strategies.
“I’m incredibly motivated by Adhese’s vision in launching this new RMaaS platform. While most adtech providers are selling platforms, we’re building businesses. Retailers are crying out for better tools, more strategic guidance, operational support and a tech stack they can truly own. That’s what we’re providing them,” said De Jong.