Director, Digital Shelf Strategy & Content

VML; Chicago (IL); Hybrid; USD 75,000 - 180,000; Full time

Benefits offered by this job

Hybrid work model

Job summary

VML, a WPP group company, seeks a Director of Digital Shelf Strategy & Content to shape product content, discoverability, and shopper experiences across retailer and marketplace ecosystems. You’ll bridge insights, retailer needs, and creative execution to drive visibility, engagement, and commercial performance.

You will translate shopper insights and retailer requirements into scalable content strategies, briefs, and governance, while partnering with analytics, creative, and operations teams.

Qualifications

• 8+ years of experience in digital commerce, digital shelf strategy, or related disciplines.
• Experience leading strategic engagements and guiding cross-functional execution.
• Strong experience with CPG brands and major retailer ecosystems, including Walmart, Amazon, Target, and grocery/club retailers.
• Excellent client-facing communication and strategic storytelling.

Responsibilities

• Lead development of digital shelf strategies across major retailer and marketplace ecosystems.
• Translate objectives and insights into actionable product content strategies.
• Define retailer-specific and cross-retailer optimization approaches for titles, descriptions, attributes, imagery, and taxonomy.
• Identify opportunities to improve discoverability, engagement, and conversion across the digital shopping journey.
• Develop strategic frameworks and roadmaps based on impact, gaps, and feasibility.
• Translate consumer insights and retailer requirements into clear briefs for Content, Copy, Design, and Production teams.
• Provide strategic QA and feedback to ensure alignment with approved strategies.

Skills

Digital Shelf Strategy & Optimization

Product Content Strategy & Creative Br

Retailer & Marketplace Discoverability

CPG Shopper & Category Insights

Product Experience Management (PXM)

Product Information Architecture

Retailer Content Requirements &Govern

Digital Shelf Analytics & Benchmarking

Strategic Quality Assurance

Client Consulting & Strategic Storyt

Cross-Functional Leadership

Commerce Capability Development

Tools

Salsify

Syndigo

PXM platforms

Profitero

Stackline

CommerceIQ

Pacvue

Job description

VML, a WPP group company, seeks a Director of Digital Shelf Strategy & Content to shape product content, discoverability, and shopper experiences across retailer and marketplace ecosystems. You’ll bridge insights, retailer needs, and creative execution to drive visibility, engagement, and commercial performance.

You will translate shopper insights and retailer requirements into scalable content strategies, briefs, and governance, while partnering with analytics, creative, and operations teams.