Key Hires From Sephora, Macy’s, Aperiam Ads, and PubMatic to Build Platform Connecting Brands to Highly Desired, High-Intent Audiences
Sallie, an education solutions company, today announced the launch of Backpack Media, a first-to-market education media network that connects brands to high-intent moments across the student journey. Backpack Media offers brands efficient, scalable access to highly desirable, hard to reach audiences – Gen Z, Gen Alpha, and those involved in their purchasing decisions – across owned properties, the open web, and CTV.
Backpack Media is assembling a small and experienced team of proven commerce media and digital advertising leaders. Industry veteran Marco Steinsieck was recently appointed Managing Vice President and Head of Advertising and will lead the new division. Steinsieck brings deep experience building commerce media businesses that help brands reach high-intent audiences with greater precision, accountability, and measurable impact. He previously led the launch and growth of Sephora Media Network, where he helped develop full-funnel capabilities to support brand-building and performance goals. This followed a seven-year tenure at Staples, where he spearheaded the growth of Staples Media Network, overseeing a cross-functional business unit spanning onsite and offsite media.
“Our focus at Backpack Media is intentionally grounded in trust, strong audience insights, and measurable outcomes,” said Steinsieck. “Sallie already engages with two-thirds of college-bound freshmen annually and maintains relationships with millions of students throughout their college journey. Backpack Media allows us to thoughtfully extend that reach in ways that create value for brand partners while delivering relevant experiences for students and families.”
In addition to Steinsieck, Backpack Media leaders include:
- Munif Jaafar (formerly with Macy’s Media Network): Bringing over a decade of retail media experience across strategy, sales, and analytics, including as interim head of Macy’s Media Network, Jaafar will help set the strategy for Backpack Media.
- Topher Balzan (formerly with Aperiam Ads): Leveraging his experience in programmatic operations, data, and supply innovation, Balzan will focus on building strong partnerships, client support, and ad operations.
- Lindsey Blue (formerly with PubMatic): An award-winning expert in programmatic advertising and adtech, Blue will lead sales for Backpack Media.
“At Sallie, we’re building a unified platform that brings together content, tools, and financial solutions to serve students across their entire higher education journey,” said Eric Barba, Senior Vice President, Sallie. “Launching Backpack Media is a natural extension of that strategy, leveraging our existing reach and capabilities to support brand partners while staying aligned with our disciplined approach to growth. Bringing in an experienced team and proven leader like Marco will translate that vision into execution.”
For more information visit Sallie.com/backpack-media.
