Starlite Promotes Oscar Martinez to Co-CEO Amid DOOH Network Expansion
2026-10-09 · via DailyDOOH
Starlite has promoted President Oscar Martinez to Co-Chief Executive Officer, a role he will share with current CEO Harold Lueken, according to the company. The move comes as Starlite continues to build out its digital-out-of-home network and expand its programmatic advertising capabilities.
For operators and advertisers watching the retail media space, the promotion signals continuity rather than a shake-up. Martinez has served as President of Starlite and, according to the announcement, has been central to the company's shift from static signage to high-definition, full-motion digital displays. Starlite describes its network as positioned at points along the shopper journey, including grocery stores, big-box retailers, pharmacies, point-of-care and services locations in densely populated communities, as well as outdoor residential lifestyle centers.
Ron Onorato, Chairman of Starlite, credited Martinez's "strategic foresight and execution" with modernizing the company's media network and said his leadership would help Starlite "remain at the forefront of DOOH technology" while delivering value to retail partners and advertisers. That is Onorato's characterization, not an independently verified claim, but it points to where the company wants its story to go: more digital conversions, more data, and more programmatic buying.
The announcement says Martinez will help lead Starlite's next phase of growth, with a focus on expanding the company's digital footprint across the US and strengthening its technology, data, and programmatic capabilities. What the release does not say is how many screens Starlite currently operates, how much of its inventory remains static versus converted to digital, or what specific technology partnerships underpin its programmatic push. Readers hoping for hard numbers on the pace of that static-to-digital conversion will not find them here.
For a trade audience, the significance is less about Martinez personally and more about what it reflects industry-wide: retail-adjacent DOOH networks continuing to consolidate decision-making around programmatic and data capabilities as they compete for ad dollars against larger retail media networks run by grocery chains and big-box retailers themselves. Co-CEO structures are not common in this sector, and pairing a sitting president with an incumbent CEO suggests Starlite is trying to signal stability to retail partners and advertisers during a period of network expansion rather than a change in strategic direction.
The announcement does not specify a timeline for the US footprint expansion or name the specific markets targeted next.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Starlite Promote Oscar Martinez To Co-CEO
Starlite has announced the promotion of President Oscar Martinez to Co-Chief Executive Officer, serving alongside Chief Executive Officer Harold Lueken as the company continues to expand its digital-out-of-home network and programmatic capabilities.
Since becoming President, Oscar has played a key role in accelerating Starlite’s transformation into a growing premium DOOH network. Under Oscar’s leadership, the company has continued converting its static inventory to high-definition, full-motion digital displays positioned at key points along the shopper journey. This journey includes grocery stores, big-box retailers, pharmacies, point of care, and services, located in densely populated communities, and outdoor residential lifestyle centers.
“Oscar’s strategic foresight and execution have been vital in modernizing our media network,” said Ron Onorato , Chairman of Starlite. “His vision will help ensure Starlite remains at the forefront of DOOH technology while continuing to deliver value to our retail partners and advertisers.”
Oscar will help lead Starlite’s next phase of growth, with a focus on expanding the company’s digital footprint across the U.S. and strengthening its technology, data, and programmatic capabilities.
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