The Commerce & Performance Media 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 performance media, retail media, and e-commerce, ensuring media investments deliver not only awareness but measurable commercial outcomes.
The role partners closely with client leadership, media planning, performance, data, and analytics teams, as well as major commerce platforms including Shopee, Lazada, TikTok Shop, LINE, Google, Meta, and other retail media partners, to unlock full-funnel commerce growth opportunities.
The role sits at the intersection of performance media, e-commerce strategy, and client leadership, requiring strong hands-on expertise, strategic thinking, and people management to translate media investment into measurable commercial outcomes (GMV, ROAS, CVR, and efficiency) within complex, always-on, high-pressure commerce environments.
KEY RESPONSIBILITIES.
Strategic Commerce Leadership
- 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.
- Define and own annual and quarterly commerce roadmaps aligned with client business priorities, including user growth, cost efficiency, and CVR improvement.
- Lead performance-driven commerce strategy across Brand.com and marketplace ecosystems, ensuring full-funnel alignment from demand generation to conversion.
- Develop and implement structured performance frameworks across SEM, Paid Social, Performance Max, App, Retargeting, and Marketplace Media.
- Ensure Brand.com performance excellence, including Search, Social, Mobile, CRO, and retargeting, alongside marketplace acceleration.
- Embed commerce KPIs (GMV, ROAS, CVR, share of shelf, efficiency) within overall media strategies and business objectives.
Client Partnership & Business Growth
- Act as the senior strategic advisor to client leadership, presenting clear recommendations, trade-offs, and scenario-based planning.
- Translate complex performance data into clear business narratives and decision frameworks for senior stakeholders.
- Lead strategic discussions on budget optimization, structural cost reduction, and incremental GMV growth, particularly under constrained investment scenarios.
- Identify incremental growth opportunities through retail media networks, omnichannel planning, and full-funnel commerce approaches.
- Manage client expectations in high-pressure situations with clarity, resilience, and credibility.
- Collaborate closely with Publicis Groupe capabilities (data, performance, content, CRM, technology, analytics) to deliver integrated, end-to-end commerce solutions.
Platform & Partner Engagement
- Build and maintain strong senior-level relationships with Shopee, Lazada, TikTok Shop, LINE, Google, Meta, and relevant retail media partners.
- Co-create joint business plans, media-first initiatives, and commerce innovation roadmaps with platform partners.
- Secure early access to beta products, pilot programs, and first-to-market opportunities for clients.
Peformance, Measurement & Optimization
- Define and lead commerce-linked measurement frameworks, including KPIs such as GMV, ROAS, CPA/CPO, CVR, AOV, share of shelf, and shopper engagement.
- Ensure media investment is clearly attributable to commercial and business outcomes through robust measurement and analytics.
- Drive continuous optimization using insights from Brand.com data, marketplace dashboards, retail media reporting, and performance analytics.
- Lead post-campaign analysis and forward-looking performance recommendations.
Team Leadership & Capability Building
- Lead, mentor, and develop commerce and performance teams.
- Set clear standards for delivery quality, accountability, and performance excellence.
- Upskill teams on strategic thinking, performance analysis, and senior-level client communication, not just execution.
- Foster strong collaboration across media planning, performance, data, and analytics teams.
You are qualified for this role if you have:
- 8-10 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, Brand.com 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).
