Strategy Director

Vml-Canada-; Toronto; Hybrid; CAD 110,000 - 160,000; Full time

Benefits offered by this job

Hybrid work model

Job summary

VML, part of WPP, seeks a Strategy Director to lead integrated strategic planning for Tier 1–3 automotive client portfolios. The role guides strategies from brand storytelling to retail activation, across digital and in-dealership environments.

You will partner with creative, digital, media, and technology leaders to create seamless journeys and translate data into high-impact campaigns. The position supports hybrid work in a Canada-based team with national and regional scope.

Qualifications

• 8-12+ years of strategic planning experience within an agency or brand strategy setting.
• Direct experience leading automotive accounts across Tier 1 to Tier 3 campaigns.
• Extensive experience designing 360 integrated campaigns spanning TV/OOH, digital, social, CRM, and retail environments.

Responsibilities

• Lead end-to-end strategic planning for Tier 1–3 automotive client portfolio.
• Translate data and market insights into actionable strategic frameworks and campaigns.
• Assemble and chair client presentations that map brand concepts to commercial outcomes.
• Mentor junior strategists and build retail data analysis capability.

Skills

Strategic leadership

Automotive account leadership

Integrated campaign planning

Dashboard/analytics literacy

Tools

J.D. Power

Cox Automotive

Kantar

GWI

Google Analytics

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

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company –powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

About the Role

We're seeking an exceptional Strategy Director to lead integrated strategic planning for our Tier 1 (National/Brand), Tier 2 (Regional), and Tier 3 (Dealership/Retail) automotive client portfolio.

The automotive retail ecosystem is undergoing a massive transformation—driven by EV adoption, direct-to-consumer models, digital retailing platforms, and evolving mobility habits. In this role, you will lead the strategic vision that connects high-impact brand campaigns to retail point-of-sale environments (both digital and in-dealership). You will partner closely with creative, digital, media, and technology leadership to create seamless, high-converting customer journeys from upper-funnel brand consideration down to showroom visits and vehicle delivery.

Key Responsibilities

• Architect end-to-end customer journey strategies across Tier 1 (Brand Awareness), Tier 2 (Regional Associations), and Tier 3 (Retail/Dealership) touchpoints.
• Deeply understand the automotive path-to-purchase—from online research, configuration, and digital financing to test drives, showroom activations, and post-purchase loyalty/service.
• Develop innovative strategies for digital automotive retailing, virtual showrooms, EV conversion journeys, connected care experiences, and dealer network enablement.
• Translate complex automotive sales data, local market nuances, and Tier 3 promotional requirements into actionable strategic frameworks.

Integrated Campaign Architecture

• Lead integrated campaign planning, ensuring brand storytelling, digital product experiences, performance marketing, CRM, and dealership activations work in complete alignment.
• Craft inspiring creative briefs and strategic platforms that elevate creative output across mass media, social, digital, experiential, and point-of-sale channels.
• Uncover deep consumer, owner, and shopper insights using quantitative data, qualitative research, and automotive research tools (e.g., Cox Automotive, J.D. Power, IHS Markit/S&P Global).

Client Partnership & Industry Thought Leadership

• Serve as the senior strategic lead and trusted advisor to C-suite, CMO, and retail marketing leads on key automotive accounts.
• Deliver persuasive, highly articulate presentations that map creative concepts directly to commercial performance metrics (e.g., leads, configuration completes, test drives, dealer foot traffic, sales volume).
• Track emerging automotive trends—EV transitions, subscription models, connected vehicles, and changing mobility preferences to keep clients a head ahead of industry shifts.

Measurement , Growth & Team Leadership

• Establish holistic attribution and measurement frameworks linking creative performance and media mix to sales conversions and dealer leads.
• Lead strategic efforts on new business pitches within the mobility, automotive, and retail technology sectors.
• Mentor and manage junior to mid-level strategists, building team capability in retail data analysis, brief writing, and consumer insight generation.

Qualifications & Experience

• Experience: 8-12+ years of strategic planning experience within an agency or brand strategy setting, with direct experience leading automotive accounts.
• Automotive Retail Knowledge: Proven track record with automotive client strategy across Tier 1, Tier 2, or Tier 3 campaigns, including deep familiarity with dealership networks, dealer co‑op programs, and automotive e‑commerce tools.
• Integrated Expertise: Extensive experienced designing 360 integrated campaigns encompassing TV/OOH, performance digital, social media, CRM, trade/retail environments, and experiential events.
• Data & Research Proficiency: Experience with automotive syndicated tools (e.g., J.D. Power, Cox Automotive, Kantar, GWI, Google Analytics) and market segmentation research.
• Storytelling & Pitching: Exceptional presentation and storytelling abilities with a proven track record in high-stakes client environments and major agency pitches.
• Tier 1‑to‑Tier 3 Mastery: Ability to seamlessly bridge high-level brand storytelling with hard‑working retail and promotional sales drivers.
• Commercial Mindset: Strong understanding of automotive business mechanics, inventory cycles, trim-level positioning, and promotional financing structures.
• Collaborative Leadership: Ability to foster deep trust across cross‑functional teams including creative, digital build teams, performance media planners, and field client 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.

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$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.