Vice President, Digital Shelf

Tinuiti•Remote -CA, CA

1d•$155,000 - $185,000•Remote

About The Position

The Vice President of Digital Shelf is the senior leader and face of Tinuiti’s digital shelf practice across Amazon, Walmart, TikTok Shop, and other retailers. The role sets the vision for how commerce content drives conversion, share, and retail media efficiency and effectiveness; owns the practice’s growth and economics; and builds the leadership bench responsible for delivery. The practice covers shelf content strategy, retail media creative strategy, catalog and PDP content, digital shelf content audits, and standards for measuring creative performance on the shelf. The VP defines the offering and its multi-year roadmap, builds proactive and always-on planning services, and develops content strategies and audit methodologies that lead to actionable creative briefs, testable hypotheses, and measurable results. The position partners with platform providers on AI developments and evaluates tools and processes that may improve content production and measurement. The role also leads executive client engagement, commerce-creative pitches and new business pursuits, external thought leadership, and the development of playbooks and team capabilities. In partnership with Commerce Ops, Creative, Media, and Analytics, the VP ensures recommendations are integrated into account plans and that learning is shared across clients. The position is fully remote. The hiring salary range is $155,000–$185,000 plus a discretionary performance bonus.

Requirements

15 or more years of experience in digital marketing, ecommerce, or creative strategy.
At least 8 years specializing in commerce content, digital shelf, or retail media creative.
At least 5 years in a senior leadership role.
Demonstrated success building and scaling a commerce content or creative strategy practice, with measurable gains in conversion, share, or retail media efficiency on multi-million-dollar accounts.
Experience leading multi-layered teams, including hiring, coaching, performance management, and succession planning, and leading cross-functional teams without direct line authority.
Experience owning or contributing to a P&L; fluency in margin, utilization, and pricing for service offerings; and a record of turning a capability into sold, repeatable revenue.
Credibility with client C-suite stakeholders and in competitive pitches, and ability to turn data into a clear point of view on what to make and why.
Command of Amazon and Walmart content formats, including A+, Premium A+, storefronts, PDP imagery, shelf video, and sponsored creative.
Working knowledge of TikTok Shop, including product pages, shoppable video, and creator-led content.
Ability to design audit methodology, test plans, and reporting standards; separate creative effects from media effects; and evaluate content analytics and retail media tools.
Strength in cross-functional partnership with Creative, Commerce Ops, Media, and Analytics to integrate content into commerce account plans.
Bachelor’s degree in Marketing, Business, or a related field.

Nice To Haves

MBA or equivalent experience.
Public speaking and thought leadership experience.

Responsibilities

Define the digital shelf offering and its multi-year roadmap across Amazon, Walmart, TikTok Shop, and other retailers, shifting clients from reactive project work to proactive, always-on planning.
Set strategy for storefronts, A+ and Premium A+, detail page imagery, shelf video, TikTok Shop product pages and shoppable video, catalog and PDP content, and retail media creative.
Ensure audit findings related to content are reflected in creative briefs.
Anticipate the effects of AI-generated content, retailer format changes, and shoppable and creator-led content on digital shelf strategy, and evolve the offering accordingly.
Own a retail readiness and seasonal planning offer, including a monthly retainer, quarterly creative plan, content calendar, and seasonal refresh recommendations; develop plans with commerce colleagues and hand execution to commerce and creative teams.
Collaborate with Amazon, Walmart, TikTok Shop, and other platform partners on AI beta releases and upcoming features, and identify opportunities for AI to reduce content production costs and cycle time.
Own the digital shelf content audit methodology and standard, ensuring audits include a creative diagnosis, do-more/do-less guidance, and testable hypotheses for analysts.
Recommend content and creative analytics tools, building on existing retail operations tools rather than duplicating them.
Set the standard for measuring and reporting creative performance on the shelf with the analyst lead; address how to isolate creative-update effects from media changes.
Represent the commerce content practice in annual strategies, QBRs, renewals, and executive escalations alongside operations and analytics leaders.
Own the commerce creative story in pitches and lead pursuits as the commerce content subject-matter expert in partnership with Business Development.
Build the path from audit findings to scoped creative work, partnering with Operations, strategists, and analysts to identify opportunities, diagnose issues, and develop creative strategy.
Define and sell commerce creative strategy engagements, including upfront content foundations, ongoing monthly content strategy and testing, and analyst-only options aligned with account planning tiers.
Represent Tinuiti externally as a digital shelf expert through speaking, webinars, and joint work with retail and platform partners.
Lead creative strategists and analysts on commerce accounts, and build a bench capable of conducting audits and strategy work independently.
Develop playbooks and best practices that build commerce content fluency across the team.
Partner with Commerce Ops, Creative, Media, and Analytics so content recommendations are integrated into account plans; run a monthly commerce content review of data, briefs, and upcoming tests.
Maintain a shared record of what content worked and why, tagged by retailer and vertical, so learnings can be shared across clients.

Benefits

Unlimited paid time off.
Fully remote work environment and flexibility to take time off as needed.
20 paid holidays, including multiple long weekends.
Medical, dental, vision, life, and disability coverage.
Flexible Spending Accounts.
401(k) match of up to 4% of contributions at 100%.
Fringe and Forma perks.
Unlimited telemedicine and teletherapy at no cost.
Thankful giving.
Equity.
Birthing parents receive 16 weeks of leave at 100% pay; partners receive 12 weeks after the birth or adoption of a child.
On-demand learning, a mentorship program, and leadership and management development programs and resources.