Vice President, Commerce Media Strategy

We’re seeking a Vice President, Commerce Media Strategy to lead the evolution of our commerce media strategy practice, team and product. Candidates must reside within a commutable distance from our New York, Chicago or Detroit (Troy) office for a hybrid work schedule. 

The VP will set the strategic vision for how we plan and activate commerce media, strengthen integration across our connected media approach and embed data, technology and AI more deeply into our media strategy and plans. This leader will shape the evolution of our approach to commerce media planning in response to rapidly changing consumer behavior, including the growth of AI, social commerce, retail media, shoppable media and new forms of digital discovery.

This role owns the strategy and planning discipline for commerce media, while partnering closely with the Ecommerce capability, which leads PDP, Digital Shelf and Retail AEO strategy and solutions. The primary focus for this role will be on third-party (3P) commerce media, bringing a strong working understanding of retail media networks (RMN) and how commerce media connects to the broader consumer journey, national media and commerce ecosystem. 

This role will support multiple clients and both CPG and Alc/Bev media experience are preferred.  

PRIMARY RESPONSIBILITIES:

• Lead, develop and inspire the Commerce Media Strategy practice, establishing clear priorities, ways of working and expectations for strategic excellence across clients.

• Partner with leadership to define the vision and roadmap for the future of commerce media strategy, evolving our approach as shopper discovery, media platforms and commerce behaviors continue to change.

• Serve as the senior capability lead for commerce media planning and strategy, partnering with agency, Groupe and cross-functional teams to integrate commerce media into broader connected media strategies.

• Define how Connected Identity, audience intelligence, technology and measurement are applied across commerce media planning, including audience definition, investment strategy, activation and performance evaluation.

• Partner closely with Ecommerce, Retail Consultancy, Media Investment, Analytics, Data and Technology leaders to ensure commerce media is connected to the broader commerce ecosystem, while maintaining clear ownership boundaries across capabilities.

• Lead the development of our commerce media planning approach across clients, including annual planning, investment strategy, audience definition and test-and-learn roadmaps that translate business objectives into actionable recommendations and growth opportunities, while still playing a hands-on role for key clients building plans and strategies that map to our new vision.

• Integrate commerce media into the agency’s Connected Media pillars, advancing how Connected Identity and other data assets inform planning, strategy, audience development, activation and measurement.

• Anticipate changes in commerce media, including AI-enabled planning, social commerce, shoppable media, retail media, digital incentives and emerging discovery behaviors, and translate those changes into new capabilities, planning approaches and client growth opportunities.

• Serve as an authority on communications planning with ability to think creatively and bring ideas forward in brainstorms, as well as work well with numbers to quantify impact and measurement of plans, investment strategies, and ensure flawless execution.

• Build relationships with clients; work seamlessly on a daily basis with clients throughout campaign development and implementation, resolving any issues with regards to changes in direction, campaign goals and budgets.

• Work effectively and efficiently with internal and external strategic media partners and internal teams to develop integrated, cross-platform shopper media strategies and plans.

• Evaluate media opportunities on a variety of criteria and demonstrate sound judgement in the allocation of clients’ shopper media investments.

• Negotiate with vendor partners to obtain media availability and placement, advantageous rates and added value; evaluate appropriate media opportunities for achieving client objectives.

 
SKILLSETS REQUIRED: 
-Bachelor’s degree in advertising, marketing, related field or the equivalent combination of education and experience 
-15+ years of media experience working in an agency setting, including significant leadership within commerce, shopper or retail media

-Demonstrated experience leading and developing high-performing strategy teams

-Executive presence and the ability to influence senior clients and cross-functional partners

-Deep experience in third-party commerce media, with a strong working understanding of retail media networks and their role within the broader connected media ecosystem

-Strong adopter of AI with ability to build skills and agents to automate workflow and make our product smarter, faster, and more efficient