Director of Ecommerce

• 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.
• You will partner closely with client leadership, media planning, performance, data, and analytics teams, as well as major commerce platforms such as
• **Shopee, Lazada, TikTok Shop, LINE**
• and other retail media partners, to unlock full-funnel commerce growth opportunities.

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.
• 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.
• **Client Partnership & Business Growth**
• 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 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 key commerce and retail media platforms (Shopee, Lazada, TikTok Shop, LINE, and relevant 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.
• Performance, Measurement & Optimization
• Define and lead commerce-linked measurement frameworks, including KPIs such as sales uplift, ROAS, share of shelf, basket size, and shopper engagement.
• Ensure media investment can be clearly attributed to commerce and business outcomes through robust measurement and analytics approaches.
• Drive continuous optimization of campaigns using insights from marketplace data, retail media dashboards, and performance analytics.
• **Team Leadership & Capability Building**
• Lead, mentor, and develop a team of commerce planners and media specialists.
• Upskill broader agency teams on e-commerce, retail media, shopper insights, and commerce measurement best practices.
• Foster strong collaboration across media planning, performance, data, and analytics teams to strengthen Starcom’s commerce expertise.
• YOU ARE QUALIFIED FOR THE ROLE IF YOU…
• **You are qualified for this role if you have:**
• 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).