Vice President, Retail Media Creative & Content Strategy

Job Description: We are seeking a Vice President, Retail Media Creative & Content to build and lead a next‑generation creative strategy capability that directly drives retail media performance, conversion growth, and incremental revenue for clients at 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 performance is 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, while fueling a high‑velocity content production and optimization engine. Sitting within our Commerce & Retail Activation team, this leader will partner closely with Conversion Rate Optimization, Dentsu Creative, Tag, Feeds, and Data & Technology teams 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 strategy capability, purpose‑built for RMNs such as Amazon, Walmart Connect, Roundel, Kroger Precision Marketing, and emerging networks Define the agency’s Retail Media Creative POV, including creative standards, best practices for all retail media channels, and creative performance measurement tied to retail media KPIs Establish retail media–specific creative frameworks that connect Creative strategy → media activation → digital shelf → conversion outcomes Design retail media‑first creative strategies aligned to specific RMN placements, algorithms, and shopper behaviors Own creative testing and optimization roadmaps within retail media environments, ensuring continuous performance improvement tied 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, including dynamic creative optimization (DCO) for RMNs, generative AI, and feed‑driven creative and modular content architectures Identify and deploy AI tools and automation workflows that increase speed‑to‑market and personalization while 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, feed and content systems) Evaluate and integrate partners to enable retail media and commerce creative at scale Stay ahead of creative format, policy, and algorithm changes across major retail media networks and 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.) Deep expertise in Retail Media creative formats and specifications, marketplace and 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 The annual salary range for this position is $136,850 -$220,000. Placement within the salary range is based on a variety of factors, including relevant experience, knowledge, skills, and other factors permitted by law. Benefits available with this position include: Medical, vision, and dental insurance, Life insurance, Short-term and long-term disability insurance, 401k, Flexible paid time off, At least 15 paid holidays per year, Paid sick and safe leave, and Paid parental leave. Dentsu also complies with applicable state and local laws regarding employee leave benefits, including, but not limited to providing time off pursuant to the Colorado Healthy Families and Workplaces Act, in accordance with its plans and policies. For further details regarding Dentsu benefits, please visit To begin the application process, please click on the "Apply" button at the top of this job posting. Applications will be reviewed on an ongoing basis, and qualified candidates will be contacted for next steps. At dentsu, we believe great work happens when we're connected. Our way of working combines flexibility with in-person collaboration to spark ideas and strengthen our teams. Employees who live within a commutable distance of one of our hub offices, currently located in Chicago, metro Detroit, Los Angeles, and New York City, are required and expected to work from the office three days per week (two days per week for employees based in Los Angeles). Dentsu may designate other Hub offices at any time. Those who live outside a commutable range may be designated as remote, depending on the role and business needs. Regardless of your work location, we expect our employees to be flexible to meet the needs of our Company and clients, which may include attendance in an office. #LI-AD2 #LI-Hybrid Location: New York Brand: Dentsu Media Time Type: Full time Contract Type: Permanent 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. Dentsu is committed to providing reasonable accommodation to, among others, individuals with disabilities and disabled veterans. If you need an accommodation because of a disability to search and apply for a career opportunity with us, please send an e-mail to View email address on click.appcast.io by clicking on the link to let us know the nature of your accommodation request and your contact information. We are here to support you. Can’t find a suitable job? Sign up for job alerts tailored to your interests and be first in line for new opportunities. About dentsu For over 120 years, innovation has been a core tenet of our offering – exploring new ways to reach, engage and nurture relationships with audiences. Together we drive a multiplier effect for clients at a global scale, through the development of Integrated Growth Solutions that are underpinned by our promise to clients: innovating to impact. Be a force for good. Sustainability is a vital part of our business and an important area of focus for our clients. We’re leading the way – helping to build a more sustainable planet. Dream loud. In this moment of transformation, we need our people to be fearless, embracing change and ambiguity, driven by the love for their work and excitement for the future. Team without limits. We create opportunities for connection and collaboration between our colleagues and clients, building a sense of belonging and having some fun along the way. Find out more about us Who we are Our Social Impact Our work