Joining Our Table: Meet Tim Castelli, Vice President of Global Advertising Sales

At Instacart, we enable thousands of CPG brands – from category leaders to emerging brands – to move products off shelves and into homes with the best of digital advertising’s capabilities. We are uniquely positioned to empower brands with technology to help them grow their businesses. For the last several years, our team has been focused on equipping brands with the tools, products, and measurement solutions needed to engage and inspire consumers throughout their entire shopping journey.

We now partner with more than 5,500 brands and continue to expand with new brand and agency partnerships across North America. Advertisers invest in our capabilities because of our scale, reach, retail partnerships, direct path to purchase, and closed-loop insights. At the core, our advertising solutions are all rooted in driving meaningful business results for our brand partners. Applegate, General Mills, Kellogg, and Unilever have all seen incremental growth by leveraging our robust advertising solutions, and, on average, our ads deliver more than 15% incremental sales lift for our brand partners.¹

As part of the continued growth of our Instacart Ads business and team, we’re excited to welcome Tim Castelli to Instacart as our new Vice President of Global Advertising Sales. Tim is joining Instacart’s leadership team, reporting directly to our Chief Business Officer, Chris Rogers. He will lead our advertising team with a focus on developing and deepening our relationships with CPG brands and agencies.

“Tim is one of the most well-regarded advertising leaders in our industry, known for delivering value to partners,” said Chris Rogers, Chief Business Officer at Instacart. “With more than 30 years of experience, Tim has deep expertise and a proven track record of innovating in traditional industries, creating high-impact advertising strategies, and leading large, effective sales teams. I am proud to welcome Tim and excited to have him step into this role. He brings the right mix of advertising and media expertise to take us to the next level as we grow our ads business and power the future of grocery with our partners.”

Tim comes to Instacart from iHeartMedia, where he was most recently the Chief Revenue Officer of the media company’s Multi-Platform Group. Prior to iHeartMedia, Tim was a Senior Vice President of Sales for AOL, and led advertising and partnership activities as the Technology Industry Director for Google. He has also served as the publisher of Rolling Stone Magazine, overseeing their advertising strategy, revenue generation, and integrated media program development, as well as held various leadership roles at Ziff Davis Media.

“I’ve been so impressed by the advertising business Instacart is building from the ground up in an industry that’s ripe for continued growth and innovation,” said Tim Castelli, Vice President of Global Advertising Sales, at Instacart. “The U.S. grocery industry is massive – a $1.1 trillion market² – and Instacart has done a phenomenal job of marrying grocery’s deep roots in advertising with the evolving needs of customers. Instacart is a leader in connecting millions of consumers with beloved brands across more than a thousand retail banners in North America, directly at the point of purchase. I’m thrilled to be joining Instacart – we have a bright future ahead as we deliver one of the most compelling advertising platforms to brands of all sizes.”

Instacart Ads is a critical part of our business and has grown significantly over the last several years. In 2022, we expanded our advertising toolkit with new products for our brand partners, including shoppable video and display ad units, pages, pop-ups, self-service promotions, and new measurement capabilities like sales lift testing. Today, Instacart Ads enables advertisers to run full-funnel marketing strategies throughout the entire consumer shopping journey on Instacart, helping brands drive awareness, introduce new products, and connect consumers with the products they love. 

Welcome to the team, Tim! 

To learn more about Instacart Ads, visit ads.instacart.com. 

¹Based on internal tests run across active advertisers measured over 4 weeks ending on Feb 4th, 2023 leveraging sponsored product. There can be no assurance that the outcomes for these tests can be maintained or replicated due to a variety of factors, some of which may not be within Instacart’s control or cannot be anticipated.

²Incisiv, Digital Maturity Benchmark: Grocery Industry 2021, 2022

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Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.