About the Role

We are 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

Automotive Retail & Omnichannel Strategy

• 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 car 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 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 experience 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.

Key Attributes & Competencies

• 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.

$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.

VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X.

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