SVP, Commerce Media Measurement & Analytics

Senior Vice President, Commerce Media Measurement & Analytics (Buy-Side)

Location:

remote considered

Role Summary

The Senior Vice President, Commerce Media Measurement & Analytics is a senior leadership role responsible for developing and scaling dentsu Media's US Commerce & Retail Media Measurement practice while delivering best-in-class analytics and decisioning for complex buy-side retail media programs.

This role works in close partnership with the EVP, Commerce Media Activation, Commerce Media Product & Platform leaders, Data Experience, and Data & Technology (D&T) teams to define how media measurement is architected, productized, and operationalized across clients, retailers, and platforms.

The SVP will evolve commerce & retail media measurement from a reporting function into a scalable operating system that aligns activation, analytics, technology, and client decision-making. Playing a vital role in our methodology for measuring impact, from normalizing cross RMN attribution to creating best practices for measuring incrementality of RMNs, and working closely with IAB to be the voice of how we standardize measurement in an evolving industry.

Key Responsibilities

Practice Development & Leadership

• Co-develop and scale the US commerce, retail, and affiliate media measurement and analytics practice, including frameworks, standards, and operating models.
• Define and lead the development of scalable commerce and retail media dashboarding and visualization solutions, translating complex performance, incrementality, and business signals into executive ready decision tools for clients and internal leadership
• Establish the data and measurement architecture that underpins buy-side commerce media analytics, including data sourcing, normalization, governance, and the integration of retail media, affiliate, and performance signals into a coherent analytical framework
• Partner closely with the EVP, Commerce Media Activation to embed measurement into planning, activation, and optimization workflows.
• Collaborate with Commerce Media Product & Platform leads to inform roadmap priorities and measurement requirements.
• Work with dentsu's Data Experience and Data & Technology teams to align analytics capabilities and data infrastructure with commerce media needs.
• Contribute to internal POVs and thought leadership.

Commerce Media Measurement Strategy

• Define and operationalize buy-side retail media & affiliate media measurement frameworks across onsite and offsite media
• Create repeatable, modular measurement and reporting frameworks that can scale across clients, retailers, and markets—balancing flexibility with standardization to reduce operational friction and improve consistency
• Establish KPI hierarchies tied to business outcomes including sales growth, share, new-to-brand, and incrementality.
• Clarify roles of attribution, incrementality testing, and modeling for optimization vs. investment decisioning.
• Advises the agency about key industry trends and innovations.
• Partner with internal Marketing Effectiveness teams to create a scalable holistic measurement approach inclusive of retail and brand measurement.

Platform & RMN Expertise

• Identify, evaluate, and partner with external technology, data, and visualization partners (e.g., analytics platforms, clean rooms, and commerce ad tech) to accelerate delivery of modern measurement and reporting capabilities while avoiding bespoke, one-off solutions.
• Lead measurement strategy for retail media networks like Amazon Ads, Walmart Connect, and Criteo, along with Affiliate platforms like Impact Radius.
• Apply experience across additional RMNs such as Kroger Precision Marketing, Albertsons Media Collective, Target Roundel, and Instacart.
• Partner with activation teams to maximize value from Pacvue, Skai, Impact Radius and similar platforms.
• Standardize measurement inputs and outputs to improve speed-to-insight and governance.

Team Leadership

• Lead, mentor, and develop analytics talent.
• Support recruitment and capability building for the retail media analytics practice.

Qualifications

Required:

• 15+ years of experience in analytics, measurement, performance media, commerce media, or a related discipline,…