Kacie Serls. Credit: Deep Media
Amazon Ads specialist agency Deep Media has appointed former Amazon executive Kacie Serls as head of Deep Retail, a new division focused on retail media strategy across Amazon marketplaces.
The hire comes as retail media spend climbs across ANZ, with the channel forecast to account for 25% of all digital ad spend by 2028.
Serls brings 17 years of industry experience, including six at Amazon Ads, where she was among the first local hires and helped build the company's CPG division, working with P&G, Nestlé, L'Oréal and Unilever.
She later led Amazon Ads' expansion into New Zealand before founding Retail8, a marketplace strategy consultancy, prior to joining Deep Media.
"Retail media is scaling and fragmenting quickly, but most brands are still approaching it tactically,” Serls said.
“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, said Serls' combination of platform and commercial experience set her apart.
"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," Kent said.
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