Deep Media Taps Kacie Serls for New Retail Media Division
Deep Media has appointed Kacie Serls to lead a newly formed retail media division, a move that reflects the fast-growing interest in retail-driven advertising. The appointment arrives as retailers and brands shift more budget into in-store and online retail channels that offer direct consumer intent signals.
Strategic Move Amidst Industry Expansion
The launch of a dedicated retail media practice signals Deep Media’s bid to capture demand for specialist services that span retail partnerships, audience targeting, and commerce-driven measurement. With brands prioritising return on ad spend tied to purchase behaviour, agencies are under pressure to combine media strategy with retailer integrations and first-party data capabilities.
Serls’ Leadership and Vision for Agency Specialisation
Kacie Serls joins to build a team focused on retail inventory, platform partnerships and measurement frameworks that align media to sales outcomes. Her brief will likely include forging retailer relationships, scaling programmatic access to retail audiences, and improving attribution models that connect exposure to conversion. For agency leaders this underscores the value of hiring talent who can bridge media planning with commerce operations.
Implications for Retail Media Agencies and Brands
Deep Media’s move reinforces three trends in the market: increased demand for retail-specific skill sets, consolidation of tech and data partnerships, and a stronger emphasis on measurable commerce outcomes. Competing agencies may accelerate their own retail offerings or form deeper tie-ups with retail platforms to avoid losing client budgets to specialists. Brands should now evaluate partners on their access to retailer audiences, measurement transparency, and ability to operationalise campaigns across point-of-sale environments.
The Future of Integrated Retail Media Services
Appointment-driven growth like this points toward an agency landscape that combines creative, analytics and platform integration under one retail-focused roof. For marketers, the practical takeaway is to seek partners that offer both strategic planning and operational execution across retail ecosystems, so media investment more directly links to sales performance.
As retail media matures, leadership hires will be a key indicator of which agencies can translate commerce signals into scalable advertising outcomes.
