Vice President, Retail Media Creative & Content Strategy

We are seeking a Vice President, Retail Media Creative & Content to build and lead a next‑generation creative strategy capability that directly drives retail media performance, conversion growth, and incremental revenue for clients at the intersection of retail media, commerce, and AI‑driven content optimization. 

This role will define how brands win in modern commerce environments, where product discovery is algorithmic, content is dynamic, and creative performance is directly tied to sales lift, ROAS, and media efficiency. The VP will architect scalable creative strategy frameworks that power retail media activation, marketplace content, and DTC ecosystems, while fueling a high‑velocity content production and optimization engine. 

Sitting within our Commerce & Retail Activation team, this leader will partner closely with Conversion Rate Optimization, Dentsu Creative, Tag, Feeds, and Data & Technology teams to deliver connected, performance‑driven content strategies for leading global brands. 

Key Responsibilities 

Retail Media Creative Practice Leadership (Primary) 

• Build and lead a Retail Media–centric creative & content strategy capability, purpose‑built for RMNs such as Amazon, Walmart Connect, Roundel, Kroger Precision Marketing, and emerging networks 

• Define the agency’s Retail Media Creative POV, including creative standards, best practices for all retail media channels, and creative performance measurement tied to retail media KPIs 

• Establish retail media–specific creative frameworks that connect Creative strategy → media activation → digital shelf → conversion outcomes 

• Design retail media‑first creative strategies aligned to specific RMN placements, algorithms, and shopper behaviors 

• Own creative testing and optimization roadmaps within retail media environments, ensuring continuous performance improvement tied to statistically significant gains in conversion, sales lift, and media efficiency 

• Translate retail media signals (search, media, conversion, shelf data) into actionable creative insights and briefs 

• Partner with CRO to translate creative performance gains into measurable business outcomes, including revenue growth, ROAS improvement, and client expansion 

• Support new business and organic growth by serving as a senior performance creative authority in client engagements and pitches 

AI & Scaled Retail Media Content Systems 

• Lead the adoption of AI‑enabled content systems built specifically for retail media scale, including dynamic creative optimization (DCO) for RMNs, generative AI, and feed‑driven creative and modular content architectures 

• Identify and deploy AI tools and automation workflows that increase speed‑to‑market and personalization while improving scalability, margin efficiency, and return on media investment  

• Establish a roadmap for agentic and adaptive content systems aligned to retail media buying and optimization cycles 

Partnerships & Retail Media Ecosystem 

• Maintain and expand a strong network of retail media and content technology partners (creative platforms, AI tools, feed and content systems) 

• Evaluate and integrate partners to enable retail media and commerce creative at scale 

• Stay ahead of creative format, policy, and algorithm changes across major retail media networks and commerce media partners (social commerce, DTC, shoppable video, etc) 

Success Metrics 

• Demonstrated improvement in conversion rate, sales lift, and ROAS driven by creative and content strategies  

• Growth in revenue and client adoption tied to retail media creative offerings 

• Improved scalability and efficiency of creative production and optimization models 

• Strength of integration between creative strategy, retail media activation, and CRO-led on-site optimization 

Qualifications 

• 12–15+ years of experience in creative strategy or content, with deep specialization in Retail Media  

• Proven hands‑on experience across major US retail media networks (Amazon, Walmart Connect, Target Roundel, Kroger, etc.)  

• Deep expertise in Retail Media creative formats and specifications, marketplace and digital shelf content (PDPs, A+ content, storefronts), performance‑driven creative testing within RMNs 

• Demonstrated success building or scaling retail media creative or content practices 

• Proven ability to connect creative strategy to measurable business outcomes and commercial growth 

• Experience partnering with CRO or revenue leaders to build integrated performance-led client solutions 

Preferred Expertise: AI & Technology 

• Strong understanding of AI‑driven content creation and optimization for retail media use cases 

• Experience with creative tech, DAM/PIM, feed‑based content systems, and retail media tooling 

• Clear POV on how AI will reshape retail media creative production and optimization

Dentsu is committed to providing equal employment opportunities to all applicants and employees. We do this without regard to race, color, national origin, sex , sexual orientation, gender identity, age, pregnancy, childbirth or related medical conditions, ancestry, physical or mental disability, marital status, political affiliation, religious practices and observances, citizenship status, genetic information, veteran status, or any other basis protected under applicable federal, state, or local law. 

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