Virgin Australia moves to build retail media network
Virgin Australia
Virgin Australia is quietly building its own retail media network, hiring seasoned digital marketing executive Scott Moore to lead its development.
The ASX-listed airline has tapped the former McKinsey and VML digital leader to take on the role of head of Travel Media Network and is understood to be in the early stages of developing a new ecosystem for monetising its digital assets.
Scott Moore joins Virgin Australia
Virgin Australia declined to comment on the appointment. However, writing on his Linkedin profile, Moore noted the role would see him bringing “some Virgin flair” to the travel media space.
Moore is no stranger to retail media, having most recently spent six months with commerce media technology provider Vantage.
Prior to that, he spent three years at consulting giant McKinsey in New York, where he led the implementation of retail media networks and broader marketing technology solutions for clients.
His arrival at Virgin Australia comes shortly after the airline appointed Andrew Cleary as chief customer officer and CEO of Velocity. Cleary is also a seasoned customer experience and marketing technology leader, having previously held roles with Mandarin Oriental.
Velocity, Virgin Australia’s loyalty program, already has approximately 80 commercial partners and more than 300 online stores, while the airline group spent $419 million across “commissions, other marketing and reservations” in 2025.
If successful, Virgin would be among the first major Australian travel brands to launch a dedicated retail media network.
Globally, Expedia launched its retail media network in May 2024, while locally, Commbank Connect was introduced in late 2024 as Australia’s first banking-led retail media network.
In February, JB Hi-Fi also announced plans to launch a retail media network across its 207 Australian stores.
According to a WPP Media report late last year, retail media spending is forecast to grow 24.4% in 2026, with the channel expected to surpass total TV advertising revenue for the first time in 2027.
