Director, Digital Shelf Strategy
VML
Director, Digital Shelf Strategy
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 Director, Digital Shelf Strategy & Content is a senior, client-facing strategist responsible for defining how brands optimize product content, discoverability, and shopper experiences across retailer and marketplace ecosystems.
This leader combines deep CPG category knowledge, retailer expertise, digital shelf intelligence, and product content strategy to develop scalable approaches that improve product visibility, shopper engagement, conversion, and commercial performance.
The Director translates consumer and shopper insights, retailer requirements, search behavior, competitive intelligence, and digital shelf analytics into clear content strategies, actionable creative briefs, and measurable optimization roadmaps.
Serving as a strategic bridge between Commerce Strategy, Discoverability, Content, Creative, Analytics, and Retail Operations, this role ensures digital shelf recommendations translate into effective execution across retailer platforms.
The ideal candidate brings a strong understanding of product experience management (PXM), retailer-specific content requirements, and emerging product discovery behaviors, including AI-powered search and agentic commerce.
This is a strategy leadership role, not a content production, syndication, or retailer portal operations position.
Strategic Digital Shelf Expertise: Demonstrates deep understanding of how product content, retailer requirements, shopper behavior, and discoverability influence commercial performance.
Content Strategy Leadership: Translates business objectives and shopper insights into clear, differentiated product content strategies and actionable creative direction.
Discoverability Fluency: Understands retailer search, taxonomy, structured product data, and the relationship between content optimization and organic product visibility.
Strategic-to-Execution Translation: Produces clear briefs, establishes standards, and guides cross-functional teams toward effective implementation without becoming the day-to-day production owner.
Retailer & CPG Knowledge: Brings practical understanding of major retailer ecosystems, CPG category dynamics, and shopper decision-making.
Client Leadership: Communicates strategic recommendations with confidence, builds client trust, and influences cross-functional stakeholders.
Capability Builder: Develops scalable frameworks, methodologies, and best practices that improve the quality and efficiency of digital shelf strategy across the organization.
The base salary range for this position at the time of this posting is indicated below. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications. We offer a competitive benefits package, click WPP Benefits for more details.
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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_ 75000 - 180000 USD
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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