Director of Ecommerce

About the Role

The E-Commerce Director will be responsible for building, leading, and embedding commerce capabilities into integrated media strategies for key clients. This senior role sits at the intersection of media, retail media, and e-commerce, ensuring media investments drive not only awareness but also measurable commercial outcomes.

Key Responsibilities

• Lead the integration of commerce and retail media into media planning and buying strategies, connecting upper-funnel brand activity with lower-funnel conversion and sales outcomes.
• Develop and scale e-commerce and retail media planning frameworks across clients, incorporating marketplaces, social commerce, programmatic, and performance media.
• Partner with client leadership to ensure commerce KPIs (sales, ROAS, share of shelf, etc.) are embedded within overall media strategies and business objectives.
• Act as a senior commerce and retail media advisor to key clients, presenting strategic recommendations and driving confidence at senior stakeholder level.
• Identify incremental growth opportunities through retail media networks, omnichannel planning, and full-funnel commerce approaches.
• Collaborate with Publicis Groupe capabilities (data, performance, content, CRM, technology, analytics) to deliver integrated, end-to-end commerce solutions.
• Build and maintain senior-level relationships with key commerce and retail media platforms (Shopee, Lazada, TikTok Shop, LINE, and relevant partners); co-create joint business plans and innovation roadmaps.
• Define and lead commerce-linked measurement frameworks (sales uplift, ROAS, share of shelf, basket size, shopper engagement) and ensure media investment attribution to commerce outcomes.
• Drive continuous optimization of campaigns using insights from marketplace data, retail media dashboards, and performance analytics.
• Lead, mentor, and develop a team of commerce planners and media specialists and upskill broader agency teams on e-commerce, retail media, shopper insights, and commerce measurement best practices.

Qualifications

• 10 years of experience in media planning, digital commerce, retail media, or performance marketing, ideally within a media or digital agency environment.
• Proven track record of integrating e-commerce and retail media into media strategy and buying.
• Strong hands-on knowledge of Shopee, Lazada, TikTok Shop, JD Central, and their media and retail ecosystems.
• Excellent client leadership, communication, and presentation skills, with experience managing senior stakeholders.
• Strong analytical capabilities, with the ability to connect media metrics to commercial and sales impact.
• Experience leading and managing teams in a fast-paced agency environment; resilience and ability to perform under pressure in complex client situations.
• Fluent Thai and strong English communication skills (spoken and written).

Additional Information

• Work arrangement: onsite
• Employment type: full-time