From Wall Street to retail media isn’t a typical career path. But for Lars Djuvik, Pentaleap’s Chief Revenue Officer, it was a deliberate one. 

“After 9/11, I had one of those life-check moments,” Lars recalls. “I was on a strong trajectory in asset management at a Fortune 500 company. Digital Advertising drew me in because it was still very new, creative, fast-moving, and full of smart people surrounding what was then called  ‘new media’. But from day one in advertising, I have been on a quest for “what is real” – separating flashy sales decks from what is truly real and delivers value to everyone involved.

And ever since, I’ve been on a quest ever since to strip away the noise and focus on what actually works.” 

That decision pulled him into the early days of online media in 2001. Two decades later, he’s still chasing the same thing: building trust, driving growth, and creating advertising that’s meaningful for retailers, brands, and shoppers.

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You’ve led global teams across the globe, U.S., EMEA, LATAM, and APAC. What’s one leadership lesson that’s universal?

“Learn globally, then apply locally. Especially in retail media.  

What do I mean? Just because something worked in the U.S. doesn’t mean it’s the right playbook for Brazil, France, the UK or even Canada.  This applies to both the subject matter and your teams. It is very tied to how that culture prefers to shop or interact with advertising.  

Not everyone wants to follow the Walmart Connect or Roundel model…they might have very different aspirations and shopping patterns, etc.

You need to understand what’s important to each market, instead of trying to apply a one-size-fits-all blueprint. 

That mindset not only builds respect, it creates solutions that actually fit the market you’re in.” 

🔑 And most importantly – Listen twice before you speak once. 

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Pentaleap is positioned at the heart of retail media’s transformation. What made you excited to join?

“I joined for the people and the vision. Too many platforms help retailers build media businesses disconnected from their core operations. That’s not sustainable. 

Pentaleap unifies retail media with the business it springs from. You can’t make media decisions that hurt your main business, and vice versa. Don’t launch a media business that sits separately from your core business. Creating silos only serves the silo builders. 

Pentaleap breaks down those silos to build stronger retailers who also sell media.  We help retailers futureproof themselves and deliver more value for shoppers and advertisers. Everybody wins.” 

🔑 Retail media must serve the business it comes from — not compete with it. 

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How do you define success as CRO?

“On paper, success is signings and retention, plus revenue growth of course — and by that measure, we’ve been incredible, signing 1–2 retailers per week since launch. 

But the real measure is trust. When a retailer asks us for advice outside of our product scope — perhaps on hiring, partnerships, and other strategy related decisions — that’s when you know the relationship goes deeper than a contract. 

On a personal level, what's incredibly gratifying is that I've now developed and worked with some of these same retail partners across two or three different companies I have represented. Those relationships that transcend any single company—built on consistent delivery and trust over the years—remind me that while it's a large industry, it's a small network of people. 

This same principle applies to our trusted partners at Pentaleap. Sometimes they benefit when we introduce them to retailers who trust us, and vice versa. We only work with people who share our values and commitment to driving real value—call it a "good humans only" approach. 

This industry is big, but it’s also a very small network of people around the globe. Consistency, emotional intelligence, and trust are the currencies that last.” 

🔑 Trust is the real growth metric.

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Sales isn’t just about closing deals. How do you cultivate long-term partnerships in such a fast-moving industry?

“Everyone has case studies. And I would not be at this company if I didn’t believe and fully vet that it’s the leading solution provider. So what really sets you apart is knowing when and how to connect. 

If the timing isn’t right, it doesn’t matter how good your pitch is. Have the EQ to step back and try again later. Ninety-nine percent of the time, it’s not about you. 

Don’t let the industry’s speed dictate how you operate. Balance consistency with patience, and you’ll build the kind of partnerships and network of trust that actually lasts.” 

🔑 Patience beats pressure. 

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AI and first-party data are reshaping retail media. What excites you most about the future?

“The future isn't something to be scared of, but it is crucial to be prepared. 

That means ensuring that commerce and retail media are functioning as one unified, non-competing entity at the retailer level “ 

Pentaleap is laying the critical groundwork for RMNs to capitalize on AI innovation. You can't leverage shopping agents or AI personalization if you have two competing businesses that aren't unified. But if commerce and media operate as one symbiotic system, you can stay ahead of the pack. 

Our tech is built to unify with the retailer’s own logic — leveraging 100% of their loyalty, personalization, etc in service of the shopper. That means we’re already unified with the core business. 

So, when AI shopping agents start making decisions on behalf of shoppers, our retailers won’t be paralyzed. They’ll be ready. Sponsored search will remain fundamental because monetization is baked into the results. Commerce and media are unified” 

🔑 AI won’t kill sponsored search — it will make it stronger.

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Looking out to 2026 and beyond, what should we be watching?

“I’m bullish on retail media finally capturing awareness and consideration budgets. Until now, it’s largely been shopper or trade spend — more of a tax than an opportunity. 

The shift comes when networks stop forcing advertisers into one way of buying, in one platform ….but instead meet them where they already prefer to buy, whether that’s via Teads, Google, your own self-service platform, or even someone else’s.  Meet them where they are, don’t force them to buy via a one size fits all approach.

When you remove friction, advertisers actually want to participate. That’s when retail media stops being an obligation and starts being a true growth channel.” 

 🔑 The networks that meet advertisers where they already are will win. 

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Where to catch Lars next

This fall marks Pentaleap’s first anniversary, and Lars is hitting the road to meet retailers, brands, and partners where they are. You’ll find him at: 

- NRF Europe in Paris 

- eCommerce Expo in London 

- GroceryShop in Las Vegas 

- AdWeek, plus a few other stops 

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“If you see me, say hi. I’ll give you a straight answer, a sharp perspective, and maybe a story about what it was like to leave Wall Street for retail media before it was cool.” 

👉 Follow Pentaleap on LinkedIn to see where Lars is headed next.

👉 Connect with Lars on LinkedIn.