Kacie Serls. Credit: Deep Media
Amazon Ads specialist agency Deep Media has announced the appointment of former Amazon executive Kacie Serls as head of its new division, Deep Retail. This strategic move underscores Deep Media’s objective to enhance its retail media strategy across Amazon marketplaces, amidst a rapidly evolving digital advertising landscape.
As retail media expenditure continues to surge across Australia and New Zealand (ANZ), forecasts suggest that this channel is poised to account for a remarkable 25% of all digital advertising spend by 2028. Serls’ extensive background includes 17 years of industry experience, with a substantial six years spent at Amazon Ads. There, she was instrumental in the development of the Consumer Packaged Goods (CPG) division, collaborating with major brands like P&G, Nestlé, L’Oréal, and Unilever.
Before joining Deep Media, Serls spearheaded Amazon Ads’ expansion into New Zealand and founded Retail8, a consultancy dedicated to marketplace strategy. In her own words, Serls noted, “Retail media is scaling and fragmenting quickly, but most brands are still approaching it tactically. It’s not just about running ads; it’s about understanding customer data, optimising product presence, building creative that converts and measuring everything back to profitability.”
Paul Kent, co-founder of Deep Media, expressed confidence in Serls’ unique combination of platform and commercial expertise. He highlighted that her experience in scaling Amazon Ads, followed by her entrepreneurial journey, offers insights that are rare within the current market. Kent stated, “Her experience helping scale Amazon Ads and then building her own practice around it gives her a perspective very few people in this market have.”
This appointment is likely to reflect wider industry trends as brands increasingly embrace a more data-driven approach to retail media. As digital advertising continues to evolve, the role of specialists like Serls at agencies like Deep Media will become increasingly crucial.
For more information, visit AdNews.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au.
Stay updated by signing up for the AdNews newsletter and following us on Facebook and Twitter for breaking stories and campaigns throughout the day.
