Director, Data Intelligence - Digital Strategy

About the Role

The Director, Digital Strategy will lead KDP’s owned digital experiences and direct-to-consumer growth, including Shopify operations for Dyla Brands. This role connects brand priorities, consumer needs, technology, and data to enhance website content, SEO, AEO, experimentation, optimization, and digital analytics, ultimately 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.

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.
• Lead Dyla’s Shopify strategy and eCommerce performance, establishing core KPIs and working with agency and vendor partners to drive business results.
• Manage 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, success measures, and post-test decisions.
• Create a digital analytics and insights model, including KPI definitions, dashboards, and recurring performance reviews.
• Communicate performance and recommendations to senior leaders through executive-ready reporting.
• Build, lead, and develop a high-performing digital strategy team, fostering a culture of collaboration, experimentation, and continuous improvement.

Qualifications

• 8+ years of progressive experience in digital strategy, eCommerce, digital product, website operations, SEO, conversion optimization, or digital analytics, including 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.
• Demonstrated ownership of a digital roadmap with measurable outcomes across consumer websites or revenue-generating platforms.
• Ability to lead agencies and vendors, manage budgets, and ensure accountability for quality and deadlines.
• Strong people leadership, collaboration, and cross-functional change management skills.
• Ability to automate and simplify operations using technology and scalable processes.

Preferred Qualifications

• Experience with DTC subscription, repeat-purchase, or retention models.
• Experience in CPG, beverage, food, or multi-brand environments.
• Working knowledge of digital analytics, SEO, and AEO platforms.
• Experience with keyword strategy, content testing, benchmarking, scorecards, and digital shelf measurement.

Pay

Salary Range: $155,500 - $200,000. Actual placement within the range may vary depending on experience, skills, and other factors.

Benefits

• Medical, Dental, Vision, Disability
• Paid Time Off (including paid parental leave, vacation, and sick time)
• 401k with company match
• Tuition Reimbursement
• Mileage Reimbursement
• Annual bonus based on performance and eligibility

Company Overview

Keurig Dr Pepper (Nasdaq: KDP) is a leading beverage company with over 150 owned, licensed, and partner brands. Our portfolio includes iconic brands like 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, featuring the Keurig® brewing system and brands like Peet’s, L’OR, and Jacobs. With over 50,000 employees, we strive to enhance beverage experiences while making a positive impact on people, communities, and the planet.