Iceland Foods’ head of retail media Adam Smith is leaving the supermarket after eight years.
Smith, a former buyer, has been instrumental in the launch and growth of Iceland’s burgeoning in-house retail media offer following his promotion in March last year.
Iceland declined to comment. It’s unclear whether the supermarket intends to appoint a replacement.
Since being tasked with growing Iceland’s retail media offer from scratch, Smith has become a familiar face at industry conferences, supplier events and trade shows over the past year, promoting the opportunity to be had from what Iceland has claimed could be “one of the most extensive, full-funnel retail media portfolios in the market” once fully live.
Over the past year, Iceland has rolled thousands of screens into Iceland and Food Warehouse stores. It included new sensor-based technology called Walkbase in partnership with Stratacatche.
Behind the scenes it has invested significantly in its back-end tech, developing its own purpose-built inventory management system, through a partnership with Gig Retail.
Smith’s team have also drawn attention for their willingness to experiment and innovate, particularly with the launch of “supersized” 3D hanging signs displaying popular products in stores in November.
“After eight years at Iceland, I’m moving on to my next challenge,” Smith said, confirming his departure.
“Following 10 years in trading across Tesco and wholesale, I spent seven years in buying at Iceland before leading the build and launch of Iceland Retail Media – something I’m incredibly proud of.”
Smith joined Iceland in 2018 as senior buyer for bakery and eggs. He spent a three-year spell as category trading manager for frozen foods, seafood, potato products & vegetables before being promoted to head of retail media in March 2025.
He previously worked for Nisa Retail in fresh and frozen foods, following a nearly six-year spell at Tesco, including as red meat buyer.
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