Consumer Digital Strategy Lead

Role Summary and Impact

Lead consumer digital strategy, platform excellence, AI Enablement, ecommerce acceleration, and data-driven transformation for MDLZ across SEA. This role is responsible for driving full-funnel integration across brand, performance, and commerce, working closely with E2E (End To End / Full Funnel) Strategy and Category Leads to deliver seamless consumer experiences for regional brands.

The role will champion AI enablement, governance, and digital excellence across markets, while scaling best practices through strong collaboration with global and cross-market teams (SEA, India, ANZ). The candidate will also lead Test & Learn agendas and embed a culture of innovation, effectiveness, and continuous improvement across SEA.

The candidate needs to have at least 12 to 13 years of relevant experience. Past experience of working in multi-market SEA/APAC roles will be an advantage.

Skills and Experience

Regional Leadership & Integration

• Act as the key digital lead for MDLZ SEA, partnering with E2E Strategy and Category Leads to enable full-funnel planning
• Drive integration across Brand, Performance, and Commerce for regional and local brands
• Serve as primary POC for MDLZ stakeholders (Ecomm, AIDA, E&I, MDS, Sapient, BlueOshan) and key external partners
• Collaborate with India, ANZ, SEA and Global teams to import and scale best practices
• Lead and govern Test & Learn agenda, ensuring structured rollout and cross-market adoption
• Lead Data and Commerce Acceleration
• Key POC for JPB partners (Google, Meta, Tiktok, Grab, Shopee, etc)

E2E Enablement

• Work close with E2E leads and E2E category leads in the hub team to connect the upper funnel with lower funnel.
• Work closely with local brands in different SEA markets to connect the upper funnel with lower funnel.
• Create best practice adoption of E2E planning across SEA.
• Cascade Consumer Digital Strategy evolution across SEA.

Data, AI & Technology Enablement

• Drive adoption of AI-powered solutions and optimization tools (e.g., Copilot, Scibids, Channel Factory, Epsilo)
• Lead rollout and governance of MDLZ data frameworks across SEA
• Build and scale data activation use cases (FPD/ZPD) across platforms
• Establish benchmarks for data acquisition, usage, and performance
• Track and forecast data collection across markets
• Guide tagging, tracking, and data infrastructure for effective data capture
• Optimize consumer journeys to improve conversion and reduce drop-offs

Ecommerce & Commerce Acceleration

• Partner with MDLZ SEA Ecommerce team to drive regional ecommerce strategy and roadmap
• Harmonize ecommerce ways of working and operational standards across markets
• Deliver against key KPIs including GMV and ROAS
• Drive integration of ecommerce within IMC planning and full-funnel strategies
• Scale social commerce (TikTok Shop) and fast commerce (O2O, quick commerce) initiatives
• Lead A/B testing of commerce solutions, partnerships, and innovations
• Ensure quality control and performance during mega campaigns
• Benchmark investment, channel mix, and performance across SEA markets

Platform Excellence & Governance

• Ensure digital excellence and best-in-class activation standards across SEA markets
• Govern brand safety, verification, and campaign quality (DoubleVerify, Zefr, etc.)
• Oversee tagging, measurement, and platform integrations (CM360, GA, data lakes)
• Ensure consistency in setup, taxonomy, and campaign governance across markets
• Drive adherence to global and regional standards for activation and reporting

Effectiveness, Innovation & Performance

• Lead simulations for investment, audience, and channel optimization (EAS & IMCs)
• Drive adoption of Gen AI and advanced planning tools to improve efficiency and effectiveness
• Define and scale Test & Learn frameworks, ensuring actionable insights and learning loops
• Track cross-market performance and ensure adoption of best practices
• Monitor and optimize ad format mix, audience strategies, and cost efficiencies
• Continuously drive improvements in ROI, effectiveness, and media performance

What Success Looks Like

• Strong full-funnel integration across Brand, Performance, and Commerce
• Measurable ecommerce growth (GMV, ROAS) across SEA
• High adoption of AI, data, and automation solutions
• Consistent digital excellence and governance across markets
• Scaled Test & Learn culture with clear business impact
• Seamless collaboration across SEA
• Uplift in Digital Evaluation Scores across SEA

Life at WPP Media & Benefits

Our passion for shaping the next era of media is powered by our commitment to Be Extraordinary, investing in our employees to inspire transformational creativity. We also Lead Optimistically, firmly believing in and Championing Growth and Development for every individual. This commitment allows WPP Media employees to leverage the extensive global WPP Media & WPP networks to pursue their passions, build vital professional connections, and learn at the cutting edge of marketing and advertising.

We Create an Open environment built on trust and respect, where everyone feels they belong and has opportunities to progress. This inclusive culture is fostered through a variety of employee resource groups and frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our comprehensive benefits package reflects this commitment, including competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days.

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We believe the best work happens when we're together, fostering creativity, collaboration, and connection in this open and supportive environment. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process. Please note that while our philosophy is the same across WPP, benefits may vary by office/country.

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