Independent Amazon Ads specialist agency Deep Media has appointed former Amazon Ads executive Kacie Serls to lead Deep Retail, its new division helping brands build smarter, more accountable retail media strategies across Amazon marketplaces.
The appointment comes as retail media attracts record investment across ANZ and globally – forecast to account for 25 per cent of all digital ad spend by 2028 – with brands increasingly
demanding clearer connections between advertising spend, shopper behaviour and sales outcomes.
With more than 17 years industry experience, Serls also brings six years of Amazon Ads expertise. As one of the founding members locally she helped launch and scale the company’s CPG division working with global brands including P&G, Nestlé, L’Oréal and Unilever.
She subsequently led Amazon Ads’ expansion into New Zealand before founding Retail8, a consultancy focused on marketplace strategy and growth, until joining Deep Media.
“Retail media is scaling and fragmenting quickly, but most brands are still approaching it tactically. 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,” commented Serls.
“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. 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,” said Paul Kent, co-founder at Deep Media.
Deep Media was founded in 2024 by former Amazon executives Paul Kent, Andrew Hammond and Blake Gorman and is an Advanced Amazon Ads Partner delivering campaigns across ANZ, APAC, Europe and North America. The business has recently expanded its New Zealand operations as part of broader regional growth plans.
