Independent Amazon Ads specialist agency Deep Media has appointed former Amazon Ads executive Kacie Serls to lead Deep Retail, its new division focused on smarter retail media strategy across Amazon marketplaces.
The appointment comes as retail media continues to attract growing investment across ANZ and globally, with brands seeking clearer links between ad spend, shopper behaviour and sales outcomes.
Deep Retail will help brands build more accountable retail media strategies, with a focus on marketplace performance, customer data, product presence, creative and profitability.
Kacie’s past experiences
Serls brings more than 17 years of industry experience, including six years at Amazon Ads.
As one of Amazon Ads’ founding local team members, she helped launch and scale the company’s CPG division, working with global brands including P&G, Nestlé, L’Oréal and Unilever.
She later led Amazon Ads’ expansion into New Zealand before founding Retail8, a consultancy focused on marketplace strategy and growth.
Kacie comments
Serls said brands need to move beyond tactical retail media execution.
“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.”
Deep Media on the appointment
Paul Kent, Co-Founder at Deep Media, said Serls brings a rare understanding of both platform dynamics and commercial brand pressures.
“Retail media across Australia and New Zealand is moving quickly and brands are under pressure to get smarter about how they show up in marketplaces,” Kent said.
“Kacie understands both the platform dynamics and the commercial pressures brands are navigating.
“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.”
Deep Media was founded in 2024 by former Amazon executives Paul Kent, Andrew Hammond and Blake Gorman. The agency is an Advanced Amazon Ads Partner and delivers campaigns across ANZ, APAC, Europe and North America.
The business has also recently expanded its New Zealand operations as part of broader regional growth plans.
Top image: Kacie Serls