Deliveroo raids WPP to bring in first retail media chief

Deliveroo has bolstered its global retail media operations by appointing WPP data and tech chief Lucia Mastromauro to lead the next phase of Deliveroo Media’s development and accelerate growth.

Mastromauro takes up the role of vice-president of advertising at Deliveroo and joins from WPP’s data and technology consultancy, Choreograph (formerly Acceleration), where she was managing director.

Her career spans senior commercial roles at Adform, King, Google, and eBay, bringing two decades of experience across adtech, data, programmatic, and digital brand strategy.

At Deliveroo, she will oversee the advertising business, including strategy, product innovation, commercial growth and operations across all markets.

Mastromauro’s arrival comes at key time for Deliveroo Media, which has seen strong growth since its launch in 2022. Advertising revenue reached 1.4% of GTV in Q4 2024, as the business works towards a target of advertising revenue of 2%+ of Group GTV by 2026.

With over 7 million monthly active users, and more than 300 million orders a year across 176,000 restaurant, grocery and retail partners, Deliveroo claims to have established itself as a high-impact media platform for both endemic and non-endemic brands.

In 2024, Deliveroo invested in new targeting tools and ad formats powered by machine learning, which drove a 15% increase in advertiser participation and a 90% monthly retention rate. The platform has already delivered high-performance campaigns for major brands including Coca-Cola, Pepsi, Heineken, ITV and Sky, connecting them with high-intent audiences in real time.

Deliveroo’s retail media offering continues to evolve alongside its core business, expanding from restaurant delivery into grocery and retail. This is aimed at opening up new inventory, new audiences, and new relevance for brands across categories including food and beverage, entertainment, finance, travel and more.

Deliveroo chief business officer Carlo Mocci said: “Lucia’s expertise and proven track record in digital media and client strategy make her perfectly placed to lead the next phase of growth for Deliveroo Media. We’ve built a compelling retail media proposition that’s becoming a key part of our business model and revenue and, with the combination of new talent like Lucia and our ambitious strategy, we’re well-positioned to scale our advertising offer and deliver even greater value to our partners.”

Mastromauro added: “With an ambitious team and a strong foundation in place, we have a real opportunity to accelerate the development and expansion of our media offering.

“As the digital advertising landscape evolves, brands are looking for more relevant and meaningful ways to connect with consumers, and Deliveroo is uniquely positioned to deliver on that. I am excited to help shape what comes next and build on our mission to help brands ‘Deliver Meaningful Moments Now’.”