Commerce Media Lead

Overview Work for a global FMCG company with some of the world’s most trusted and iconic brands. Be part of an exciting business where employees are recognised and career growth is supported. At PepsiCo, you can Dare for Better. You can help build a world where there are more possibilities for more people, no matter what role you hold. Together, we’ll make a positive impact for good. Because when we Dare for Better, we can smile at what’s next. For our careers, families, communities and the planet. The position partners closely with the ANZ Executive Leadership Team and key functional leaders across marketing, supply chain, sales, finance, R&D and insights to drive profitable growth for PepsiCo & customers. For you: Competitive benefits package: Annual bonus Car allowance p.a. Discounts on Scoopon, Luxury Escapes, Asahi Beverages portfolio Generous leave options (wellness, birthday, volunteer, 20 weeks parental for both primary & secondary carer, additional leave purchase/cash out) Lease Plan Health & Wellness programs: Discounted private health insurance Financial coaching Counselling sessions Flu vaccinations Skin checks Professional development programs Global career opportunities Job Overview: The Commerce Media Lead is accountable for driving discoverability and conversion at the digital point of purchase. This role owns Commerce Media, Paid and Organic Search, and Digital Perfect Shelf optimisation, ensuring shoppers can find and choose our products across key digital retail platforms. The role is both transformational and performance‑led—building modern commerce capability while delivering measurable, incremental growth. This leader owns the platforms, investment, and operating rhythm, translating strategy into high‑performing, always‑on execution across all retailers. Responsibilities Search & Retail Media Strategy (SEO & SEM) Full‑Funnel Search Leadership Lead both technical SEO (organic search) and Retail Media SEM (paid search) as a single, integrated demand engine Build keyword strategies aligned to category demand, occasions, and shopper missions Drive dominance of Share of Search / Share of Shelf across the digital landscape Performance Commerce Media Own and optimise high‑investment retailer media platforms (e.g. Citrus Ads, Criteo, Amazon Ads, and other retail media networks) Actively manage budgets to maximise ROAS, incrementality, and sales contribution Lead test‑and‑learn agendas to unlock new performance and algorithmic advantage Commercial Analytics & Insights Leverage advanced analytics and data visualisation to track: Search rankings Conversion rates Media performance and ROI Translate complex data into clear, commercial insights for Sales and senior leadership teams Enable evidence‑based investment decisions and Joint Business Planning conversations Skai – Product Ownership Act as the strategic product lead for Skai retailer interfaces Partner with Skai Success Managers to capture market and retailer feedback Drive automation, optimisation, and scalable solutions that elevate campaign management capability The Perfect Digital Store: Content & Asset Optimisation Conversion Rate Optimisation (CRO) Direct the optimisation of Product Titles and descriptive copy, balancing iconic brand voice with algorithmic and retailer requirements to maximise discoverability and conversion Continuously improve Add‑to‑Cart rates and conversion performance through structured testing and optimisation Digital Asset Excellence Oversee the deployment of high‑impact Hero Images, rich media, and Enhanced / A+ Content Ensure assets are optimised to drive shopper engagement, comprehension, and purchase confidence Set and enforce Digital Perfect Shelf standards across priority SKUs and retailers Syndication & Consistency Define and execute a clear syndication strategy to ensure all digital assets are synchronised across the omnichannel landscape Maintain brand consistency, content accuracy, and price‑integrity across retailers and platforms Data Impact – Product Ownership Act as Product Owner for the digital scraping and shelf analytics suite (e.g. Data Impact) Drive the strategic roadmap, aligning technical capabilities with commercial needs Translate shelf intelligence into clear optimisation priorities for brands and retailers Platform Ownership & Ways of Working Own end‑to‑end commerce platforms, tools, and operating cadence Define standards, playbooks, and best‑practice ways of working for: Commerce Media Search Digital Perfect Shelf Ensure strategies translate into disciplined, high‑quality execution Manage agency and technology partners where applicable Leadership & Operating Model Lead and develop a high‑performing team with clear role clarity and accountability Balance strategic leadership with hands‑on optimisation oversight Set priorities, rhythms, and performance expectations Partner closely with Sales, Marketing, Category and Revenue Growth teams to ensure integration and impact Qualifications +5 years in Digital Transformation, eCommerce, or Tech-enabled Sales Expert-level knowledge of GS1 Standards/GDSN and PIM/DAM platforms such as Salsify or Akeneo Demonstrated ability to develop and manage performance marketing programs to deliver strong ROI with experience across platforms such as Cartology, Criteo, Skai, and Epsilon Demonstrated experience in a fast paced eCommerce environment End to End management of the online shopper experience A clear understanding of both the latest UX / CX principles and how to apply them Deep knowledge of full eCommerce stack and advanced in data analytics Demonstrated experience with Content Management Systems (CMS) Experience of SEO principles in relation to content management Entrepreneurial mindset and disruptive thinker willing to challenge the existing assumptions and guardrails within e-Commerce to accelerate the growth Can succeed in ambiguity – Highly adaptable in less-structured, fast-paced environments (able to “jump in” and contribute even when facts are not 100% clear in this ever changing space); ability to quickly determine solutions About us: We are a progressive and people-focused business and believe our diverse workforce is the key to our success. Because we value our employees and their families, we offer an agile and flexible working environment with an emphasis on work life balance and health, as well as plenty of learning opportunities and room to grow your career. We offer you: An opportunity to join a Global FMCG Company and a Top Employer of Choice! A competitive benefits package Personal and Professional Growth Opportunities Health and Wellness Programs Search & Retail Media Strategy (SEO & SEM) Full‑Funnel Search Leadership Lead both technical SEO (organic search) and Retail Media SEM (paid search) as a single, integrated demand engine Build keyword strategies aligned to category demand, occasions, and shopper missions Drive dominance of Share of Search / Share of Shelf across the digital landscape Performance Commerce Media Own and optimise high‑investment retailer media platforms (e.g. Citrus Ads, Criteo, Amazon Ads, and other retail media networks) Actively manage budgets to maximise ROAS, incrementality, and sales contribution Lead test‑and‑learn agendas to unlock new performance and algorithmic advantage Commercial Analytics & Insights Leverage advanced analytics and data visualisation to track: Search rankings Conversion rates Media performance and ROI Translate complex data into clear, commercial insights for Sales and senior leadership teams Enable evidence‑based investment decisions and Joint Business Planning conversations Skai – Product Ownership Act as the strategic product lead for Skai retailer interfaces Partner with Skai Success Managers to capture market and retailer feedback Drive automation, optimisation, and scalable solutions that elevate campaign management capability The Perfect Digital Store: Content & Asset Optimisation Conversion Rate Optimisation (CRO) Direct the optimisation of Product Titles and descriptive copy, balancing iconic brand voice with algorithmic and retailer requirements to maximise discoverability and conversion Continuously improve Add‑to‑Cart rates and conversion performance through structured testing and optimisation Digital Asset Excellence Oversee the deployment of high‑impact Hero Images, rich media, and Enhanced / A+ Content Ensure assets are optimised to drive shopper engagement, comprehension, and purchase confidence Set and enforce Digital Perfect Shelf standards across priority SKUs and retailers Syndication & Consistency Define and execute a clear syndication strategy to ensure all digital assets are synchronised across the omnichannel landscape Maintain brand consistency, content accuracy, and price‑integrity across retailers and platforms Data Impact – Product Ownership Act as Product Owner for the digital scraping and shelf analytics suite (e.g. Data Impact) Drive the strategic roadmap, aligning technical capabilities with commercial needs Translate shelf intelligence into clear optimisation priorities for brands and retailers Platform Ownership & Ways of Working Own end‑to‑end commerce platforms, tools, and operating cadence Define standards, playbooks, and best‑practice ways of working for: Commerce Media Search Digital Perfect Shelf Ensure strategies translate into disciplined, high‑quality execution Manage agency and technology partners where applicable Leadership & Operating Model Lead and develop a high‑performing team with clear role clarity and accountability Balance strategic leadership with hands‑on optimisation oversight Set priorities, rhythms, and performance expectations Partner closely with Sales, Marketing, Category and Revenue Growth teams to ensure integration and impact +5 years in Digital Transformation, eCommerce, or Tech-enabled Sales Expert-level knowledge of GS1 Standards/GDSN and PIM/DAM platforms such as Salsify or Akeneo Demonstrated ability to develop and manage performance marketing programs to deliver strong ROI with experience across platforms such as Cartology, Criteo, Skai, and Epsilon Demonstrated experience in a fast paced eCommerce environment End to End management of the online shopper experience A clear understanding of both the latest UX / CX principles and how to apply them Deep knowledge of full eCommerce stack and advanced in data analytics Demonstrated experience with Content Management Systems (CMS) Experience of SEO principles in relation to content management Entrepreneurial mindset and disruptive thinker willing to challenge the existing assumptions and guardrails within e-Commerce to accelerate the growth Can succeed in ambiguity – Highly adaptable in less-structured, fast-paced environments (able to “jump in” and contribute even when facts are not 100% clear in this ever changing space); ability to quickly determine solutions