Strategy Director

VML Canada (English); Toronto; On-site; CAD 110,000 - 160,000; Full time

Benefits offered by this job

Hybrid work model

Competitive compensation

Job summary

VML Canada is seeking an exceptional Strategy Director to lead integrated strategic planning for Tier 1 national Brand, Tier 2 regional, and Tier 3 dealership/retail automotive accounts.

You will shape end-to-end customer journeys across online and in-store touchpoints, collaborating with creative, digital, media, and technology leadership to drive high-converting experiences.

Qualifications

• 8–12+ years of strategic planning experience within an agency or brand setting.
• Direct experience leading automotive accounts across Tier 1–3 campaigns.
• Proven ability to design 360° integrated campaigns (TV/OOH, digital, social, CRM, retail).
• Experience with automotive syndicated tools (e.g., J.D. Power, Cox Automotive, Kantar).
• Strong storytelling and pitching with a track record in major agency pitches.

Responsibilities

• Architect end-to-end customer journey strategies across Tier 1–3 touchpoints.
• Understand the automotive path-to-purchase from online research to showroom visits.
• Develop innovative digital automotive retailing strategies and EV/connected car journeys.
• Translate data and local nuances into actionable strategic frameworks.
• Lead integrated campaign planning to align brand storytelling with performance metrics.
• Deliver compelling presentations to C-suite and senior marketing leads.
• Mentor junior to mid-level strategists to build retail data analysis and insights capability.

Skills

Strategic planning

Automotive accounts

Integrated campaigns

Data & research

Storytelling & pitching

Leadership & mentoring

Commercial mindset

Cross-functional collaboration

Job description

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

About the Role

Weareseekinganexceptional StrategyDirector to leadintegratedstrategicplanning forourTier 1 (National/Brand),Tier 2 (Regional), and Tier 3 (Dealership/Retail) automotive client portfolio.

The automotiveretailecosystemisundergoinga massive transformation—drivenby EV adoption, direct-to-consumermodels, digitalretailingplatforms, andevolvingmobilityhabits. Inthisrole,youwilllead thestrategicvisionthatconnectshigh-impact brandcampaignstoretailpoint-of-saleenvironments(bothdigital and in-dealership). Youwillpartnercloselywithcreative, digital, media, andtechnologyleadership tocreateseamless, high-convertingcustomerjourneysfromupper-funnelbrandconsiderationdown to showroomvisitsandvehicledelivery.

Key Responsibilities

• Architect end-to-endcustomerjourneystrategiesacrossTier 1 (BrandAwareness), Tier 2 (Regional Associations), and Tier 3 (Retail/Dealership)touchpoints.
• Deeplyunderstandthe automotivepath-to-purchase—fromonlineresearch, configuration, and digitalfinancingto test drives, showroom activations, and post-purchaseloyalty/service.
• Developinnovativestrategiesfor digital automotiveretailing,virtualshowrooms, EV conversionjourneys,connectedcarexperiences, and dealer networkenablement.
• Translatecomplexautomotive sales data, localmarketnuances, and Tier 3promotionalrequirementsintoactionablestrategicframeworks.

Integrated Campaign Architecture

• Leadintegratedcampaignplanning,ensuringbrand storytelling, digitalproductexperiences, performance marketing, CRM, anddealershipactivationsworkincompletealignment.
• Craftinspiringcreativebriefs andstrategicplatformsthatelevatecreativeoutputacrossmass media, social, digital,experiential, and point-of-sale channels.
• Uncoverdeepconsumer,owner, andshopperinsightsusingquantitative data, qualitativeresearch, and automotiveresearchtools(e.g., Cox Automotive, J.D. Power, IHSMarkit/S&P Global).

Client Partnership & Industry Thought Leadership

• Serve as the seniorstrategiclead andtrustedadvisorto C-suite, CMO, andretailmarketing leads on key automotiveaccounts.
• Deliverpersuasive,highlyarticulatepresentationsthatmapcreativeconceptsdirectlyto commercial performancemetrics(e.g., leads, configurationcompletes, test drives, dealer foottraffic, sales volume).
• Trackemergingautomotive trends—EV transitions,subscriptionmodels,connectedvehicles, andchangingmobilitypreferences—tokeepclientsaheadofindustryshifts.

Measurement , Growth & Team Leadership

• Establishholisticattribution andmeasurementframeworkslinkingcreativeperformance and media mix to sales conversions and dealer leads.
• Leadstrategicefforts on new business pitcheswithinthemobility, automotive, andretailtechnologysectors.
• Mentor andmanagejunior tomid-levelstrategists, buildingteamcapabilityinretaildataanalysis, briefwriting, and consumer insightgeneration.

Qualifications & Experience

• Experience: 8–12+yearsofstrategicplanningexperiencewithinanagencyor brandstrategysetting,with directexperienceleadingautomotiveaccounts .
• AutomotiveRetailKnowledge: Proventrackrecordwithautomotive clientstrategyacrossTier 1, Tier 2, or Tier 3campaigns,includingdeepfamiliaritywithdealershipnetworks, dealerco-opprograms, and automotive e-commercetools.
• IntegratedExpertise: Extensiveexperiencedesigning360°integratedcampaignsencompassingTV/OOH, performance digital, social media, CRM,trade/retailenvironments, andexperientialevents.
• Data &ResearchProficiency: Experiencewithautomotivesyndicatedtools(e.g., J.D. Power, Cox Automotive, Kantar, GWI, Google Analytics) andmarketsegmentationresearch.
• Storytelling &Pitching: Exceptionalpresentationand storytellingabilitieswithaproventrackrecord in high-stakesclientenvironmentsand majoragencypitches.
• Tier 1-to-Tier 3Mastery: Abilitytoseamlesslybridge high-levelbrand storytellingwithhard-workingretailandpromotionalsales drivers.
• CommercialMindset: Strongunderstandingof automotive businessmechanics,inventorycycles, trim-levelpositioning, andpromotionalfinancingstructures.
• CollaborativeLeadership: Abilitytofosterdeeptrustacrosscross-functionalteamsincludingcreative, digitalbuildteams, performance media planners, andfieldclient leads.

The base salary for this position at the time of this posting may range between the values at the bottom of this posting. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications.

-$110,000 - $160,000 CAD

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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