Steve Biddle is Chief Commercial Officer at Zitcha. He leads the development of Margin Manager — Zitcha's model that connects media decisions to product margin outcomes at the product level, giving the RMN and merchant a shared language. Before Zitcha, Steve initiated and led Meta's Retail Media Network strategy, launching three RMN-focused products and authoring five retail-related patents. His earlier career spans overseeing US Advertising at Walmart, time developing the idea and patent behind Target Cartwheel (now Target Circle), and service as a US Air Force Captain and Minuteman III ICBM officer.