Director, Commerce Strategy

About the role

VML is seeking a Director, Commerce Strategy to be the primary strategic lead and consultant for our client partners. You are a master practitioner and people leader who defines the standard of strategic excellence for your clients.

Responsibilities

• Set the strategic agenda for your client portfolio, identifying the long-term levers for brand growth and business transformation.
• Act as the senior strategic advisor to clients, providing a provocative and consultative perspective that challenges their business models and identifies untapped commerce opportunities.
• Translate complex insights into compelling strategic narratives and actionable "jobs to be done" for brands, retailers and key channels that inspire both clients and creative teams.
• Direct the synthesis of complex business challenges into elegant strategic frameworks that provide clarity for both internal teams and senior client stakeholders.
• Conduct thorough market research and competitive audits using database tools such as MRI Simmons, Mintel, Infegy, and YPulse to identify trends, potential threats and white-space opportunities.
• Leverage sales and shopper panel data to uncover core business problems and size market opportunities.
• Develop comprehensive retail and engagement strategies that translate brand objectives into actionable plans across in-store, online, social, and email platforms.
• Awards & Recognition: Identify and draft compelling case studies for industry awards (e.g., Effies, WARC, Cannes Lions) to showcase the agency’s best-in-class commerce work and the impact and effectiveness for our clients.
• Partner with Media and Growth Strategy teams to review performance reports and translate analytical findings into insights that drive strategic and actionable recommendations.
• Integrate VML and WPP Open’s proprietary AI tools and emerging technologies into the strategic workflow to increase speed-to-insight and creative innovation.
• Identify and communicate opportunities to grow client business, contributing to the overall success of the agency. Supports new business pitches by developing strategic insights, contributing to pitch presentations, and providing strategic inputs for RFIs/RFPs.
• Briefing & Ideation: Own the briefing process for major workstreams, bridging the gap between strategy and creative to ensure ideas are grounded in shopper reality.
• Knowledge Sharing & Thought Leadership: Contribute to the agency’s collective “Retail IQ” by developing and sharing points of view on emerging commerce trends and retailer innovations.
• Time Management Support: Oversee and effectively manage timelines and deliverables for multiple projects simultaneously, following up on outstanding issues to remove blockers and obstacles to move work forward.

Qualifications

• Bachelor’s degree in advertising, Communications, Marketing, or a related field.
• 2-3+ years of formal experience managing direct reports, with a proven track record of coaching team members through performance management and career pathing.
• 7-10 years of experience in omnichannel retail strategy, engagement marketing, or a related field. Proven experience with channel and communications planning, including developing and executing integrated marketing campaigns across physical and digital/ecommerce channels and touchpoints. Demonstrated ability to apply structured strategic frameworks to solve business challenges and a track record of identifying data-driven growth opportunities.
• Experience within an agency, CPG company, research company, or consulting firm is preferred.
• Demonstrated experience working on top U.S. retailers with a strong understanding of their business models and marketing strategies.
• Applied experience with database tools (MRI Simmons, Mintel) and sales/panel data platforms.
• Exceptional storytelling skills; ability to command a room, handle difficult client questions, and translate complex strategy into clear business logic for senior audiences.