About us

Our team's collective experience spans decades of consulting clients with their biggest questions and positions us uniquely to address these challenges.

Francisco helped launch the Walmart DSP and Benny helped a dozen retailers build their retail media networks.

Now we want to take what we learned and bring that to the broader ecosystem to have a multiplier effect on the positive outcomes that we can create.

This ecosystem is ready for an upgrade. We're here to make it happen.

Francisco Robles

Francisco, played a pivotal role in launching and growing the Walmart DSP at The Trade Desk.

From 2022 to 2024, he led the day-to-day operations and strategic direction of the Walmart DSP, driving a remarkable 337% increase in monthly revenue and a 268% growth in client base.

His strategic focus on sales enablement and operational efficiency led to the expansion of key client relationships and consistent outperformance of revenue targets from both organizations.

Francisco’s experience extends beyond Walmart, with significant roles in product and sales leadership at Meta, Microsoft, and Starcom (Publicis).

His academic credentials include an MBA from Harvard Business School, a Master of Science in Communication from Northwestern University, and a Bachelor’s degree from Harvard College.

Living in the North Shore area of Chicago, Francisco enjoys spending quality time with his two daughters, often taking walks to the beach.

Benedict (Benny) Wagstaff

Benny helped scale the Retail Media practice at The Trade Desk from inception to a scaled business unit. In the process, he helped a dozen retailers launch their offsite RMN offerings, established partnerships with leading technology providers and worked on a breadth of industry initiatives.

Prior to founding the retail media practice, he helped The Trade Desk enter the SMB market by building the Certified Service Partner program.

In the past Benny has held leadership and executive roles in data integration (COO at Visor), machine learning/AI (CEO at Centairo) and ad-tech (Global Marketers and Strategic Initiatives at AppNexus acquired by AT&T).

He specializes in finding product market fit and building frameworks for scalable growth.

He holds a degree in economics and international affairs from Princeton University.

Benny is an amateur mixologist, a music lover and a fan of hitting the ski slopes.