Vice President, Digital Shelf

Tinuiti is the largest independent full-funnel marketing agency in the U.S. across the media that matters most, with $4 billion in digital media under management and more than 1,200 employees. Built for marketers who demand growth and accountability, Tinuiti unites media and measurement under one roof to eliminate waste-the biggest growth killer of all-and scale what works. Its proprietary technology, Bliss Point by Tinuiti, reveals the truth around growth and waste, and how to capitalize on it.

With expert teams across Commerce, Search, Social, TV & Audio, and more, Tinuiti delivers measurable results with brutal simplicity:
Love Growth. Hate Waste.

We support 100% remote work for this role!

The VP of Digital Shelf is the senior leader and face of Tinuiti's digital shelf practice across Amazon, Walmart, Tik Tok 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.

• Practice Vision:
  Define the digital shelf offering and its multi-year roadmap across Amazon, Walmart, Tik Tok 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, Tik Tok 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 Tik Tok 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 Tik Tok 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…