Job Overview:The Director, Digital Shelf will lead Keurig Dr Pepper's enterprise digital shelf strategy and capabilities, ensuring KDP brands and products are easy to discover, compelling to shop, accurate, compliant, and optimized for conversion across retailer and marketplace platforms.
This leader will establish the standards, operating model, and performance measures required to win at the digital shelf, connecting brand strategy, product content, and eCommerce priorities to increase Search Share of Voice, product discoverability, content quality, and commercial performance.
Working across Brand, Sales, Commercial, Data & Analytics, Technology, and other cross-functional partners, the Director will build scalable capabilities and drive continuous improvement in digital shelf performance, while preparing KDP for the future of AI-enabled product discovery, answer engine optimization, and agentic commerce.
Key Responsibilities
Strategy
- Define and lead KDP's digital shelf strategy, establishing priorities across brands, categories, retailers, and marketplaces.
- Shape the vision for digital shelf capabilities as a growth enabler of eCommerce, omnichannel execution, and brand building.
- Demonstrate business value of digital shelf by linking capability, content and performance improvements to measurable outcomes.
Share of Voice & AI Discoverability
- Increase product discoverability and Search Share of Voice by optimizing content for priority keywords and retailer search algorithms.
- Lead KDP's strategy for retail search visibility, AI-enabled product discovery, and agentic commerce across retailers and marketplaces.
- Shape PDP and content architecture to maximize product discoverability and conversion, optimizing content hierarchy, modularity, and enhanced content for both traditional search and AI-driven experiences.
Content Excellence
- Set standards for digital shelf excellence across content quality, discoverability, availability, ratings and reviews, and conversion.
- Drive performance improvement through content-health assessments, competitive benchmarking, and retailer evaluations.
- Lead product content and creative optimization
- Ensure content aligns retailer requirements, brand strategy, consumer needs, and regulatory standards.
Content Operations
- Build scalable processes, playbooks, and automation that drive consistency while maintaining category, product, consumer, and retailer needs.
- Continuously optimize digital shelf content to drive business results.
- Partner with Technology, Packaging, Master Data, Regulatory, Legal, and Brand to improve content accuracy, speed, and scalability.
Team and Partner Leadership
- Build, lead, and develop a high-performing digital shelf team.
- Set clear objectives, accountability, and support individual growth and career development.
- Foster a culture of collaboration, experimentation, and continuous improvement.
Total Rewards:- Salary Range: $155,500 - $200,000
- Actual placement within the compensation range may vary depending on experience, skills, and other factors
- Benefits, subject to election and eligibility: Medical, Dental, Vision, Disability, Paid Time Off (including paid parental leave, vacation, and sick time), 401k with company match, Tuition Reimbursement, and Mileage Reimbursement
- Annual bonus based on performance and eligibility
Requirements:Qualifications
- 8+ years of experience in digital shelf operations, eComm, content optimization, SEO roles, with demonstrated commercial impact.
- Bachelor's degree in Marketing, Business, Technology, or related field, or equivalent practical experience.
- Success leading digital shelf or eCommerce capabilities at scale, with measurable improvements in discoverability, content quality, conversion, or commercial performance.
- Proven ability to translate data and performance insights into priorities, actions, and measurable business outcomes.
- Expertise in digital shelf fundamentals, including retailer search/SEO, PDP content, ratings and reviews, content syndication, and retailer requirements.
- Demonstrated ability to automate and simplify operations, using technology, workflows, and scalable processes to improve speed, accuracy, and efficiency.
- Experience with digital commerce technologies, including Salsify or comparable PIM/content syndication platforms, DAM, digital shelf analytics, and retailer item-setup systems.
- Strong understanding of retailer and marketplace ecosystems, including how product data, content, search algorithms, and retail execution influence discoverability and conversion.
- Experience leading complex, cross-functional programs
- Strong people and leadership, with success developing teams, influencing senior stakeholders, and driving change.
Preferred Qualifications
- Experience in CPG, beverage, food, or other multi-brand environment.
- Experience across major omnichannel retailers including Walmart, Amazon, grocery, club, and other retail channels.
- Experience with keyword strategy, content testing, benchmarking, scorecards, and digital shelf measurement.
- Knowledge of AI-enabled search, AEO, automation, and emerging commerce models, with the ability to translate new capabilities into practical business applications.
