We are seeking a VicePresident, Retail Media Creative & Contentto build and lead a next‑generation creative strategy capabilitythat directly drives retail media performance, conversion growth, and incremental revenue for clientsat 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 performanceis 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, whilefuelinga high‑velocity content production and optimization engine.

Sitting within our Commerce & Retail Activation team, this leader will partner closely with ConversionRate Optimization, Dentsu Creative,Tag, Feeds,and Data & Technologyteams 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 strategycapability, purpose‑built for RMNs such as Amazon, Walmart Connect, Roundel, Kroger Precision Marketing, and emerging networks

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

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

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

• Own creative testing and optimization roadmaps within retail media environments, ensuring continuous performance improvementtied 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, includingdynamic creative optimization (DCO) for RMNs, generative AI, and feed‑driven creative and modular content architectures

• Identifyand deploy AI tools and automation workflows that increase speed‑to‑market and personalizationwhile 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,feedand content systems)

• Evaluate and integrate partners to enable retail mediaand commercecreative at scale

• Stay ahead of creative format, policy, and algorithm changes across major retail media networksand 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.)

• DeepexpertiseinRetailMedia creative formats and specifications,marketplaceand 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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