Observed Signal · Jun 2, 2026 · Hiring · Source: Adzine · Impact: 2/5 · Sentiment: Positive
Abdel Boucharnouf named Director Retail & Commerce at Screen On Demand
Abdel Boucharnouf has returned to Munich-based adtech provider Screen On Demand (SoD) to lead its newly created retail and commerce division as Director Retail & Commerce for the SoD sub-brand Flyr. In this role he will build and expand the company's retail business, positioning Flyr as a digital alternative for paper leaflets and prospectuses so retailers can deliver measurable, digital promotions and offers. Boucharnouf previously spent around two-and-a-half years at SoD (Senior Sales Manager, later Head of Sales) and has held roles at Ströer and Seedtag; most recently he served as Country Manager Germany for Swiss martech firm Cptr. He brings more than ten years of experience in media and ad sales to the role.
Company-level hire to lead an expansion into retail media; relevant to retail media/commerce trends but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Abdel Boucharnouf joins Screen On Demand (SoD) as Director Retail & Commerce for sub-brand Flyr.
- The position is newly created and charges him with building and expanding SoD's retail and commerce business.
- Flyr is positioned as a digital alternative to paper leaflets and prospectuses to enable measurable retailer promotions.
- Boucharnouf previously worked at SoD (Senior Sales Manager, later Head of Sales), and has past roles at Ströer, Seedtag, and as Country Manager Germany at Cptr.
- Article publication date: 2026-06-02.
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