Gavin Stirrat — Adimo

Gavin Stirrat has joined Adimo, a UK-based shoppable media and commerce technology platform. Stirrat is a well-known figure in the AdTech and digital media industry, having previously held senior leadership roles including Managing Director at Sublime (formerly Sublime Skinz), a high-impact advertising platform. His move to Adimo represents a significant addition of commercial and operational leadership talent to the company. Adimo specializes in enabling brands and retailers to create shoppable experiences directly within advertising and content, connecting consumers to purchase pathways across multiple retail partners. Adimo's platform sits at the intersection of advertising and commerce, allowing FMCG and CPG brands to add 'buy now' functionality to their digital media, effectively turning ads into transactional touchpoints. The company has worked with major brands and agencies to bridge the gap between brand advertising and retail conversion. Stirrat's background in scaling AdTech businesses and managing publisher and agency relationships makes him a strategic hire as Adimo looks to expand its commercial footprint and deepen partnerships across the retail media and shoppable advertising ecosystem. This leadership change signals Adimo's intent to accelerate growth during a period of significant industry momentum around shoppable media and retail media networks. As brands increasingly demand measurable, lower-funnel outcomes from their advertising investments, platforms like Adimo that connect upper-funnel awareness to point-of-purchase are gaining relevance. Stirrat's arrival likely indicates ambitions to scale revenue, expand into new markets, or strengthen enterprise client relationships.

This appointment reflects a broader industry trend of experienced AdTech operators moving into commerce media and shoppable advertising, a segment experiencing rapid growth as brands seek to close the loop between media spend and measurable sales outcomes. Retail media is one of the fastest-growing segments in digital advertising, and shoppable media platforms like Adimo are well-positioned to capture budget shifting from traditional brand advertising toward performance-oriented formats. Stirrat's network across agencies, brands, and publishers could accelerate Adimo's commercial partnerships and lend credibility to its enterprise sales efforts. Competitors in the shoppable and commerce media space — including Zitcha, Criteo, CitrusAd, and similar platforms — will take note of this talent movement as a signal of Adimo's growth ambitions. For the broader AdTech ecosystem, this move underscores the increasing premium placed on leaders who can navigate both the technology and commercial sides of emerging media formats.