oOh!media Promotes Mel Duffy to Head of POLY Strategy and Partnerships
2026-08-28 · via DailyDOOH
oOh!media has promoted Mel Duffy to head of POLY strategy and partnerships, moving up from her previous role as head of product sales and POLY, according to a report from AdNews.
For readers tracking who runs the commercial and product side of Australia's largest out-of-home operator, the move consolidates Duffy's remit around POLY, the product line she has been overseeing, alongside a broader strategy and partnerships mandate. The announcement does not spell out what POLY covers in detail, nor does it name a successor for the product sales responsibilities Duffy is stepping back from.
Bel Harper, chief product marketing officer at oOh!, is quoted saying Duffy "has done an exceptional job bringing product, POLY and strategy together and building real momentum across the business." Harper credited Duffy with "a real talent for building partnerships, spotting opportunities and bringing people together to make things happen," and said she expects both oOh!'s partners and the wider business to benefit from Duffy having a dedicated focus on strategic growth and partnerships.
Duffy brings more than 20 years of experience across business development, client leadership, investment, strategy and team management, according to the release.
Why it matters for operators
Personnel moves like this one are a small but useful signal for anyone doing business with oOh!media, whether as a media owner partner, ad tech vendor, or brand buying inventory across its network of digital out-of-home screens. A named executive with a remit spanning strategy and partnerships, rather than product sales alone, often points to more deal-making activity ahead, whether that is new supply partnerships, technology integrations, or data-sharing arrangements tied to POLY.
What is missing from the announcement is any detail on what changes in practice: no mention of new partnerships already in motion, no reporting line changes beyond the title, and no indication of how oOh! plans to measure success in the new role. Readers wanting to understand oOh!'s broader POLY strategy, including how it factors into the company's data and measurement offering for advertisers, will need to wait for further detail from the company or trade coverage that follows up on this appointment.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Mel Duffy Now oOh! Head of POLY Strategy & Partnerships
oOh!media has promoted Mel Duffy to head of POLY strategy and partnerships, from head of product sales and POLY, AdNews can reveal.
Bel Harper , chief product marketing officer at oOh! told us “Mel has done an exceptional job bringing product, POLY and strategy together and building real momentum across the business. She has a real talent for building partnerships, spotting opportunities and bringing people together to make things happen. I’m excited to see what she can do with a dedicated focus on strategic growth and partnerships, and I know both our partners and business will benefit enormously from having her in this role.”
She brings more than 20 years’ experience spanning business development, client leadership, investment, strategy and managing high performing teams, to the role.
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