Executive Director Commerce
VML
Executive Director Commerce
VML
Global marketing automation, personalization, and CRM
VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.
VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.
For more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.
The Executive Director, Commerce is a senior leadership role responsible for shaping and
scaling commerce strategy, capability development, and client delivery. This leader drives
strategic vision for client engagement and growth, builds the processes, tools, insights, and
platforms required for consistent excellence, and partners across strategy, data, creative,
media, and technology to deliver integrated commerce solutions.
The role requires a commercially minded and future-focused leader who can innovate new
commerce solutions, advise senior clients on current and emerging commerce models,
and empower teams to deliver diCerentiated, consumer-centric, performance-driving
work. This role is obsessed with driving meaningful relationships and delivering revenue
growth.
Role Scope
• Lead shopper, retail, and commerce capability transformation and delivery for
global and regional clients.
• Oversee integrated commerce solutions spanning retail media, eCommerce,
marketplace, digital shelf, performance marketing, and emerging agentic commerce
models.
• Drive organic growth globally and regionally by providing forward thinking client
solutions & capabilities.
• Partner cross-functionally to connect commerce strategy with measurable business
outcomes.
1Key Responsibilities
Strategic Leadership
• Define and lead the commerce vision and growth strategy across digital, social,
marketplace, retail media, and emerging commerce channels.
• Identify market opportunities and translate them into scalable oCerings, operating
models, and go-to-market strategies.
• Develop the frameworks, tools, insights, and platforms needed to deliver consistent
excellence across client engagements.
• Represent the commerce practice within the broader leadership ecosystem and
strengthen key internal and external partnerships.
Business Leadership and Growth
• Own business performance for the commerce practice, including revenue growth,
margin health, commercials, and operational eCectiveness.
• Drive growth through new business acquisition, client expansion, and development
of diCerentiated commerce products and services.
• Support forecasting, investment prioritization, and capability expansion planning in
partnership with senior leadership.
Client Leadership
• Serve as a senior commerce advisor to client stakeholders, including CMOs, heads
of commerce, digital leaders, and other executive decision-makers.
• Guide clients through commerce transformation, including omnichannel growth
strategy, retail media investment, marketplace activation, agentic commerce and
capability development.
• Provide thought leadership that strengthens client confidence, deepens
partnerships, and positions the organization as a best-in-class commerce partner.
Team Leadership and Capability Building
• Lead and inspire high-performing teams across commerce disciplines.
• Build bench strength, develop future leaders, and create an inclusive environment
where teams are empowered to succeed through their own perspectives and
voices.
2• Drive a culture of innovation, accountability, collaboration, and operational
excellence.
• Ensure delivery structures, talent models, and ways of working can scale with client
and business needs.
Innovation and Thought Leadership
• Innovate future marketing models across multi-capabilities where commerce is the
through line.
• Advance methodologies, measurement frameworks, and capability narratives that
strengthen market diCerentiation.
• Contribute to external thought leadership and internal capability building on the
future of commerce, including evolving platform ecosystems and AI-enabled
models.
Experience and Background
• Typically brings 15+ years of experience in commerce, retail media, eCommerce,
performance marketing, consulting, or related agency/client leadership
environments.
• Demonstrated success leading large-scale commerce businesses, complex client
portfolios, and cross-functional teams.
• Strong commercial acumen with experience balancing strategic growth, delivery
excellence, and operational rigor.
• Deep understanding of omnichannel commerce, marketplaces, retail media
ecosystems, digital shelf strategy, and evolving commerce technology.
• Expert-level proficiency with priority retailers (e.g, Amazon).
Leadership Capabilities
• Strategic and growth-oriented leader with the ability to scale capabilities and
organizations in dynamic market environments.
• Executive presence and credibility with senior clients, partners, and internal
stakeholders.
• Skilled in navigating matrixed organizations and building alignment across functions
and disciplines.
• Inclusive people leader with a strong commitment to developing talent, elevating
diverse perspectives, and fostering high-performing teams.
Functional Expertise
• Commerce strategy and transformation
• Retail media and marketplace activation
• Digital shelf, content, and conversion strategy
3• Commerce data, measurement, and performance frameworks
• Omnichannel growth planning and operating models
• Emerging commerce innovation, including AI-enabled and agentic commerce
applications
Success Measures
• Growth and profitability of the commerce business or portfolio in scope
• Expansion and diCerentiation of commerce capabilities and oCerings
• Strength of senior client relationships, retention, and account growth
• Quality, scalability, and consistency of integrated commerce delivery
• Team engagement, leadership development, and organizational health
We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.
WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.
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VML MAP is a global marketing services and technology partner that serves as a center of excellence for Marketing Automation, Personalization, Loyalty, Agentic AI, and CRM at scale. It helps brands humanize the relationship with customers by delivering data‑driven, personalized content across all channels and industries, leveraging a multi-disciplinary team across consulting, data & AI, content & creative, identity & 1to1, paid media, technology & platform, operating models & processes, and operations. The company operates from 14 offices worldwide, with a mission to scale efficient, measurable experiences that drive business success. Distinguishing factors include its global, diverse team; integration of marketing technology with AI capabilities; and a focus on end-to-end, interoperable solutions rather than isolated campaigns.
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