Job Overview:
The Director, Digital Strategy will lead KDP's owned digital experiences and direct-to-consumer growth, including Shopify operations for Dyla Brands. The role will connect brand priorities, consumer needs, technology, and data to advance website content, SEO and AEO, experimentation, optimization, and digital analytics, improving discoverability, engagement, conversion, and commercial performance. The Director will collaborate with cross functional partners to establish a scalable digital operating model, improve commercial performance, and advance KDP's AI enabled discovery, answer engines, and agentic commerce. Success in the first 6 to 12 months will be demonstrated through a prioritized digital roadmap, aligned performance metrics, an active testing program, and measurable improvement across priority digital experiences.
Key Responsibilities:
Set the digital strategy and roadmap for KDP brand websites, translating business priorities into sequenced initiatives, KPIs, and milestones that enable operational scale. Lead enterprise SEO and AEO strategy across owned digital properties and the Digital Shelf, establishing technical, schema, and measurement priorities. Partner with Brand, Digital Shelf, Media, Technology, and agency teams to strengthen visibility across traditional and AI enabled search. Develop brand website content strategy to strengthen agentic visibility, translating consumer insights, search behavior, and platform data into relevant, authoritative, and structured content that enables KDP brands to be discovered and represented accurately across AI-enabled experiences. Lead Dyla's Shopify strategy and eCommerce performance, establishing core KPIs and working with agency and vendor partners to drive business results. Lead Shopify eComm operations, including merchandising, site experience, marketing activation, conversion optimization, site health, and day-to-day operating discipline. Build a disciplined experimentation and optimization program using A/B and multivariate testing, documenting hypotheses, defined success measures, and post-test decisions and knowledge sharing to improve engagement, conversion, and commercial value. Create digital analytics and insights model with analytics partner and teams, including KPI definitions, dashboards, and recurring performance reviews. Communicate performance and recommendations to senior leaders through concise, executive-ready reporting that connects digital activity to consumer behavior, brand outcomes, revenue, risk, and investment choices. Build, lead, and develop a high-performing digital strategy 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 progressive experience across digital strategy, eCommerce, digital product, website operations, SEO, conversion optimization, or digital analytics, including experience leading complex cross-functional work. Bachelor's degree in Marketing, Business, Technology, or related field, or equivalent practical experience. Knowledge of SEO fundamentals, including technical SEO, content strategy, information architecture, structured data, crawlability, and performance measurement; working knowledge of AEO and AI-enabled discovery. Experience designing and governing A/B or multivariate testing programs and applying test results to product, content, and journey decisions. Demonstrated ownership of a digital roadmap and measurable outcomes across a consumer website, direct-to-consumer business, or other revenue-generating digital platform. Ability to lead agencies and vendors, manage budgets with accountability for quality, deadlines, and business impact. Strong people leadership, collaboration, and cross functional change management. Demonstrated ability to automate and simplify operations, using technology, workflows, and scalable processes to improve speed, accuracy, and efficiency.
Preferred Qualifications:
Experience with DTC subscription, repeat-purchase, or retention models. Experience in CPG, beverage, food, or other multi-brand environment. Working knowledge of digital analytics, SEO, and AEO platforms, including tools used to measure website performance, organic search visibility, consumer search behavior, and brand presence across AI-powered answer engines. Experience with keyword strategy, content testing, benchmarking, scorecards, and digital shelf measurement.
Company Overview:
Keurig Dr Pepper (Nasdaq: KDP) is a leading beverage company with more than 150 owned, licensed and partner brands that meet a wide range of needs and occasions. Our North American refreshment beverage business holds leadership positions across carbonated soft drinks, water, juice and mixers with a portfolio of iconic brands such as Dr Pepper, Canada Dry, Mott's, A&W, Peñafiel, GHOST, 7UP, Snapple, Clamato and Core Hydration. Our global coffee business spans more than 100 markets and includes the leading Keurig single‐serve brewing system in the U.S. and Canada, along with powerhouse brands such as Peet's, L'OR and Jacobs, and other regional coffee leaders. Our more than 50,000 employees aim to enhance the experience of every beverage and coffee occasion while making a positive impact for people, communities and the planet. We strive to be an employer of choice, providing a culture and opportunities that empower our team to grow and develop. We offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development, while ensuring you feel valued, inspired and appreciated at work. Whatever your area of expertise, at KDP you can be a part of a team that's proud of its brands, partnerships, innovation and growth. Will you join us? Keurig Dr Pepper is an equal opportunity employer and recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability or association with a person with a disability, medical condition, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by lawA.I. Disclosure: KDP uses artificial intelligence to assist with initial resume screening and candidate matching. This technology helps us efficiently identify candidates whose qualifications align with our open roles. AI does not make hiring decisions; all decisions throughout the hiring process are made by talent acquisition team members. If you prefer not to have your application processed using artificial intelligence, you may opt out by emailing your resume and qualifications directly to kdpjobs@kdrp.com in lieu of clicking Apply. Please include the job title and location or Job ID # in the email subject line in order for your email application to be considered.
Job ID: 146908
Function: Marketing
Level: Director
Type: Full-Time
Hourly/Salaried: Salaried
Department: Marketing
