The VP of Digital Shelf is the senior leader and face of Tinuiti's digital shelf practice across Amazon, Walmart, TikTok Shop, and other retailers. You will set the vision for how commerce content drives conversion, share, and retail media efficiency and effectiveness for our clients, own the practice's growth and economics, and build the leadership bench that delivers the work. Scope covers shelf content strategy, retail media creative strategy, catalog and PDP content, the digital shelf content audit, and the standard for measuring creative performance on the shelf.
Key Responsibilities:- Practice Vision: Define the digital shelf offering and its multi-year roadmap across Amazon, Walmart, TikTok Shop, and other retail. Move clients from reactive project work to proactive, always-on planning.
- Shelf Content Strategy: 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 the creative that retail media runs against. Confirm audit findings that touch content make it into the creative brief.
- Future-Proofing: Anticipate how AI-generated content, retailer format changes, and the shift to shoppable and creator-led content on TikTok Shop will change what works on the shelf, and move our offering ahead of clients.
- Planning Practice: Own a retail readiness and seasonal planning offer, scoped as a monthly retainer, with a quarterly creative plan, content calendar, and seasonal refresh recommendations. Develop the plan with commerce team members and hand execution to the commerce and creative teams.
- AI Partnerships: Work with Amazon, Walmart, and TikTok Shop and other platform partners on AI beta releases and upcoming features, and find where AI can cut cost and cycle time in our content production and process.
- Digital Shelf Content Audit: Own the methodology and standard. Every audit ships with a creative diagnosis, a do-more / do-less read, and testable hypotheses the analysts pick up.
- Tooling: Recommend which content and creative analytics tools we adopt, building on the retail tools Ops already runs rather than duplicating them.
- Measurement Standard: Set the standard for measuring and reporting creative performance on the shelf, jointly with the analyst lead. Analysts execute, and results fold into the retail performance reporting Ops owns. Solve how to isolate the effect of a creative update from changes in media.
- Executive Presence: Serve as the senior commerce content voice at annual strategies, QBRs, renewals, and executive escalations, alongside the Ops lead who owns the performance story and the analysts who run the numbers. Expect roughly 25 to 30 percent of your time here.
- New Business: Own the commerce creative story in pitches and lead pursuits as the commerce content SME, in partnership with Business Development.
- Audit as Front Door: Build the path from audit to scoped work. Ops identifies the opportunity, strategists and analysts diagnose what is not working, and you build the creative strategy to deploy.
- Engagement Definitions: Define and sell how commerce creative strategy engagements work: an upfront content foundation, an ongoing monthly content strategy and testing cadence, and an analyst-only option, written to fit the account planning tiers Ops already uses.
- Thought Leadership: Represent Tinuiti externally as a digital shelf expert through speaking, webinars, and joint work with retail and platform partners.
- Leadership Development: Act as functional lead for creative strategists and analysts on commerce accounts and build a bench that runs audits and strategy without you.
- Playbooks and Training: Build the playbooks and best practices that put commerce content fluency across the team.
- Cross-Functional Partnership: Work with Commerce Ops, Creative, Media, and Analytics so content recommendations fold into the account plan Ops owns. Run a monthly commerce content review covering what the data says, what gets briefed, and what gets tested next.
- Shared Learning: Keep one record of what content worked and why, tagged by retailer and vertical, so wins move across clients.
Tinuiti Caliber:Beyond skills and experience, this is what we look for in every Tinuitian: the qualities that help people, clients, and the company grow.
- Greatness Attracts Greatness: Craft is never finished here. Raise the standard for what good content looks like on the shelf, develop the strategists and analysts who carry it, and use new tools and AI to sharpen audits, testing, and production speed.
- Clients Grow, We Grow: Client needs are the truth we build from. Turn shelf content, retail media, and conversion data into a clear point of view on what to make and why, so Client Leads and Commerce teams make better decisions and find growth across Amazon, Walmart, and TikTok Shop.
- Culture of Ownership: Ownership is a daily choice. Be rigorous with the audit and measurement standard, surface risks and opportunities before clients do, and answer for the practice's results and the quality of the leaders you build.
- Future Fit: Retail platforms, shoppable formats, measurement, and AI are changing fast. Stay curious, work with platform partners on what is coming, and keep Tinuiti's digital shelf offering ahead of the market.
Professional Qualifications:- Experience: 15+ years in digital marketing, ecommerce, or creative strategy, with at least 8 years specializing in commerce content, digital shelf, or retail media creative and a minimum of 5 years in a senior leadership role.
- Proven Track Record: 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.
- Leadership: Experience leading multi-layered teams, including hiring, coaching, performance management, and succession planning, and leading cross-functional teams without direct line authority.
- Business Ownership: Experience owning or contributing to a P&L, with fluency in margin, utilization, and pricing for service offerings, and a record of turning a capability into sold, repeatable revenue.
- Executive Relationships: Credible with client C-suite stakeholders and in competitive pitches, with the ability to turn data into a clear point of view on what to make and why.
- Retailer Fluency: Command of Amazon and Walmart content formats (A+, Premium A+, storefronts, PDP imagery, shelf video, sponsored creative) and working knowledge of TikTok Shop, including product pages, shoppable video, and creator-led content.
- Measurement Acumen: Able to design audit methodology, test plans, and reporting standards, separate creative effects from media effects, and evaluate content analytics and retail media tools.
- Cross-Functional Partnership: Strength working across Creative, Commerce Ops, Media, and Analytics so content is an integrated part of the commerce account plan.
- Education: Bachelor's degree in Marketing, Business, or a related field. MBA or equivalent experience preferred. Public speaking and thought leadership experience a plus.
The hiring salary range for this role is $155,000 - $185,000 plus a discretionary performance bonus.
Hiring salaries are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, parity with other team members, and alignment with market data. We will provide more information on our benefits, incentive pay, and equity upon request. Disclosure as required by the Colorado Equal Pay for > Equal Work Act, C.R.S. a7 8-5-101 et seq.
FLSA Classification: Exempt
Benefits:Unlimited PTO: At Tinuiti, we believe you deserve time to rest, recharge, and enjoy life unplugged. When you prioritize time for yourself, you're able to bring your best self to work. That's why we offer unlimited paid time off, a fully remote environment, and flexibility to take the time you need, when you need it. On top of that, we provide 20 paid holidays, including multiple long weekends, to ensure you have dedicated time to step away and disconnect. We're proud to offer above-industry standard work-life balance, consistently rated as one of the most loved benefits by Tinuitians year after year.
Healthcare: Medical, Dental, Vision, Life & Disability, Flex Spending Accounts
Retirement: Match up to 4% of your contributions at 100%
Perks and Wellness: Fringe, Forma, Unlimited Telemedicine and Teletherapy available at no cost, Thankful giving, Equity
Parental Leave: Birthing parents receive 16 weeks of leave with 100% pay (partners 12 weeks) after the birth or adoption of a child.
Learning and Development: On-demand learning, mentorship program, leadership and management development programs and resources
Disclaimer: This description has been designed to indicate the general nature and level of work performed by employees within this position. The actual duties, responsibilities, and qualifications may vary based on assignment or group.
