Associate Director - Digital Commerce/Integrated Marketing

Overview:

This is a senior orchestration role at the heart of our ecommerce marketing engine. We have dedicated, specialist teams for off-app marketing (YouTube, Meta, Influencer), on-app performance marketing (sponsored shelf, in-app activation), and customer relationship management. What we need now is an integrator/orchestrator who makes all of them work as one.

The Ecommerce Integrated Marketing Manager (Full-Funnel) will be the connective tissue between these teams - owning the integrated full-funnel strategy, the shared calendar, the unified attribution framework, and the commercial outcomes that result. This role ensures alignment on the agenda, identifies gaps, and holds the funnel accountable end-to-end.

The right person for this role is a systems thinker with deep ecommerce fluency - someone who can speak the language of each specialist team, translate brand objectives into channel-level briefs, and connect off-app demand signals to on-app conversion outcomes with rigor.

Responsibilities:

1. Full-Funnel Strategy & Integrated Planning

Understand the Digital Shopper and translate that into a cross functional strategy between the Channel/Media/GCC teams - ensuring each team understands the commercial context behind every activation.

Build and maintain the integrated ecommerce marketing calendar, sequencing off-app campaigns, on-app activations, and customer engagement initiatives so they work in concert, not in silos.

Work with the Media team to build a first party database – to be used to drive targeted marketing full funnel interventions across our brands

Identify white spaces - occasions, audiences, or conversion moments - and drive cross-functional solutions.

Work with media team on the first party data - Leveraging this data to design targeted, brand-specific full-funnel interventions: using known audience signals to personalise off-app media, sharpen on-app promotional targeting, and enable the customer team to drive higher-value retention and cross-sell across the portfolio.

2. Cross-Functional Orchestration & Alignment

Act as the primary integration point between the off-app marketing team (YouTube, Meta, Influencer), the on-app performance marketing team, and the customer/ecommerce account management team.

Run a regular cross-functional rhythm - weekly syncs, monthly funnel reviews, quarterly planning sessions as needed - to ensure shared visibility of goals, metrics, and campaign progress.

3. Attribution, Measurement & Commercial Accountability

Own the full-funnel attribution framework - defining how off-app media investment connects to on-app GMV outcomes, and holding each team accountable to their contribution in the funnel.

Build unified dashboards giving a single view of full-funnel health: reach, frequency & branded searches (off-app), share of search, conversion and ROAS (on-app), and repeat rate and retention (customer).

Run post-campaign analyses and QBRs (Quarterly Business Reviews) with internal teams, translating performance into actionable optimisation briefs.

4. Platform & Ecosystem Stewardship

Represent the ecommerce marketing in Joint Business Plan (JBP) discussions with platform partners, ensuring marketing commitments are integrated with commercial and supply chain plans.

Stay ahead of emerging formats, features, and first-party data opportunities across platforms and feed these insights into the specialist teams' roadmaps.

5. Capability Building & Governance

Establish and maintain ecommerce marketing SOPs, playbooks, and governance frameworks that help specialist teams operate with speed and consistency.

Champion best-in-class practices - from creative standards for quick commerce to influencer-to-conversion tracking - and drive adoption across teams.

Build internal capability by facilitating knowledge sharing across the three specialist teams, reducing duplication and accelerating learning loops.

6. Stakeholder Management

Manage relationships with a broad and complex stakeholder map: internal teams (E-Com Sales, Media, Brand ), specialist ecommerce teams (off-app, on-app, customer), and external partners ( agencies, influencer networks).

Build and sustain trust with platform partners, ensuring PepsiCo is positioned as a preferred brand partner for co-investments, early access to new ad products, and strategic collaboration.

Navigate competing priorities and tensions across stakeholder groups with maturity - balancing short-term commercial pressures with long-term brand and channel health.

Qualifications:

Must-Have

11–12 years of experience with at least 4 years in ecommerce, digital marketing, or digital commerce within FMCG, D2C, or a large consumer tech platform.

Demonstrated experience working across - not just within - multiple digital marketing specialisations (paid media, on-app, CRM/retention), whether in a central role, consulting capacity, or matrixed leadership position.

Strong commercial acumen: ability to connect campaign activities to NSR, GMV, and marketing ROI outcomes with clarity.

Fluency in the Q-com platform landscape: Blinkit, Zepto, Swiggy Instamart, and familiarity with their advertising products, promotional mechanics, and JBP structures.

Proven ability to lead and align cross-functional teams without direct authority - a natural integrator and influencer.

MBA from a reputed institution strongly preferred.

Good-to-Have

Prior experience in strategy, planning, or centre-of-excellence role within a large FMCG or digital commerce organisation.

Exposure to full-funnel attribution methodologies and multi-touch measurement frameworks.

Familiarity with first-party data strategy and its role in connecting off-app audiences to on-app conversion.

Experience working directly with platform category or marketing teams at Blinkit, Zepto, or Swiggy Instamart at a senior level.