Associate Director - Digital Commerce/Integrated Marketing

Overview

This is a senior orchestration role at the heart of our ecommerce marketing engine. We have dedicated, specialist teams for off-app marketing (YouTube, Meta, Influencer), on-app performance marketing (sponsored shelf, in-app activation), and customer relationship management. What we need now is an integrator/orchestrator who makes all of them work as one.

The Ecommerce Integrated Marketing Manager (Full-Funnel) will be the connective tissue between these teams — owning the integrated full-funnel strategy, the shared calendar, the unified attribution framework, and the commercial outcomes that result. This role ensures alignment on the agenda, identifies gaps, and holds the funnel accountable end-to-end.

The right person for this role is a systems thinker with deep ecommerce fluency — someone who can speak the language of each specialist team, translate brand objectives into channel-level briefs, and connect off-app demand signals to on-app conversion outcomes with rigor.

Responsibilities

• Full-Funnel Strategy & Integrated Planning
• Understand the Digital Shopper and translate that into a cross functional strategy between the Channel/Media/GCC teams — ensuring each team understands the commercial context behind every activation.
• Build and maintain the integrated ecommerce marketing calendar, sequencing off-app campaigns, on-app activations, and customer engagement initiatives so they work in concert, not in silos.
• Work with the Media team to build a first party database – to be used to drive targeted marketing full funnel interventions across our brands
• Identify white spaces — occasions, audiences, or conversion moments — and drive cross-functional solutions.
• Work with media team on the first party data — Leveraging this data to design targeted, brand-specific full-funnel interventions: using known audience signals to personalise off-app media, sharpen on-app promotional targeting, and enable the customer team to drive higher-value retention and cross-sell across the portfolio.
• Cross-Functional Orchestration & Alignment
• Act as the primary integration point between the off-app marketing team (YouTube, Meta, Influencer), the on-app performance marketing team, and the customer/ecommerce account management team.
• Run a regular cross-functional rhythm — weekly syncs, monthly funnel reviews, quarterly planning sessions as needed — to ensure shared visibility of goals, metrics, and campaign progress.
• Attribution, Measurement & Commercial Accountability
• Own the full-funnel attribution framework — defining how off-app media investment connects to on-app GMV outcomes, and holding each team accountable to their contribution in the funnel.
• Build unified dashboards giving a single view of full-funnel health: reach, frequency & branded searches (off-app), share of search, conversion and ROAS (on-app), and repeat rate and retention (customer).
• Run post-campaign analyses and QBRs (Quarterly Business Reviews) with internal teams, translating performance into actionable optimisation briefs.
• Platform & Ecosystem Stewardship
• Represent the ecommerce marketing in Joint Business Plan (JBP) discussions with platform partners, ensuring marketing commitments are integrated with commercial and supply chain plans.
• Stay ahead of emerging formats, features, and first-party data opportunities across platforms and feed these insights into the specialist teams' roadmaps.
• Capability Building & Governance
• Establish and maintain ecommerce marketing SOPs, playbooks, and governance frameworks that help specialist teams operate with speed and consistency.
• Champion best-in-class practices — from creative standards for quick commerce to influencer-to-conversion tracking — and drive adoption across teams.
• Build internal capability by facilitating knowledge sharing across the three specialist teams, reducing duplication and accelerating learning loops.
• Stakeholder Management
• Manage relationships with a broad and complex stakeholder map: internal teams (E-Com Sales, Media, Brand ), specialist ecommerce teams (off-app, on-app, customer), and external partners ( agencies, influencer networks).
• Build and sustain trust with platform partners, ensuring PepsiCo is positioned as a preferred brand partner for co-investments, early access to new ad products, and strategic collaboration.
• Navigate competing priorities and tensions across stakeholder groups with maturity — balancing short-term commercial pressures with long-term brand and channel health.

Qualifications

Must-Have

• 11–12 years of experience with at least 4 years in ecommerce, digital marketing, or digital commerce within FMCG, D2C, or a large consumer tech platform.
• Demonstrated experience working across — not just within — multiple digital marketing specialisations (paid media, on-app, CRM/retention), whether in a central role, consulting capacity, or matrixed leadership position.
• Strong commercial acumen: ability to connect campaign activities to NSR, GMV, and marketing ROI outcomes with clarity.
• Fluency in the Q-com platform landscape: Blinkit, Zepto, Swiggy Instamart, and familiarity with their advertising products, promotional mechanics, and JBP structures.
• Proven ability to lead and align cross-functional teams without direct authority — a natural integrator and influencer.
• MBA from a reputed institution strongly preferred.

Good-to-Have

• Prior experience in strategy, planning, or centre-of-excellence role within a large FMCG or digital commerce organisation.
• Exposure to full-funnel attribution methodologies and multi-touch measurement frameworks.
• Familiarity with first-party data strategy and its role in connecting off-app audiences to on-app conversion.
• Experience working directly with platform category or marketing teams at Blinkit, Zepto, or Swiggy Instamart at a senior level.