His journey began with the founding of Tiger Pistol, a pioneering social ads platform that achieved a successful sale of its US arm. Building on this success, Troy co-founded Zitcha with Jack Byrne, establishing the world's first Unified Retail Media Platform and reshaping retail advertising.

Under Troy's guidance, Zitcha has experienced rapid growth, attracting a diverse portfolio of notable clients, including Coles Liquor Group, Coles Grocery, Endeavour Group, The Warehouse Group, Village Cinemas, Adore Beauty, and global brands like Leroy Merlin. Troy's strong relationship-building skills have fostered partnerships with industry leaders such as Meta, Google, The Trade Desk, and Broadsign.

Zitcha's innovative approach has garnered significant attention, securing substantial seed funding with OIF Ventures as the largest investor. The company was also recognised in the inaugural REMade Awards for 'Retail Media Collaboration' in partnership with Hatched and Joval Wines.

Troy's success is deeply rooted in Zitcha's transformative impact on the retail media industry, as the company continues to redefine the landscape under his leadership.