Vice President, Digital Shelf

Tinuiti

. Define the digital shelf offering and its multi-year roadmap across Amazon, Walmart, TikTok Shop, and other retail .

Posted 11/4/2026full-timeRemote • United StatesLead💰 $155,000 - $185,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates extensive expertise in digital marketing and ecommerce, with a strong focus on commerce content strategy and retail media creative. Proven ability to lead cross-functional teams, develop strategic plans, and drive measurable results in multi-million dollar accounts.

Highest-signal resume keywords

Digital Marketing ExpertiseCommerce Content StrategyRetail Media CreativeLeadership in Cross-Functional TeamsP&L Management

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Digital Shelf StrategyContent Audit MethodologyCreative Performance MeasurementConversion OptimizationContent Analytics Evaluation

Soft Skills

Public SpeakingThought LeadershipCoaching and Performance Management

Tools & Technologies

AI Content ToolsRetail Media ToolsContent Analytics Tools

Certifications & Qualifications

Bachelor's Degree in MarketingMBA or Equivalent Experience

Industry Keywords

EcommerceRetail MediaCreative StrategyAmazon Content FormatsTikTok Shop

About the role

Key responsibilities & impact

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
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 retail media creative
Confirm audit findings touching content are incorporated into creative briefs
Anticipate the impact of AI-generated content, retailer format changes, shoppable formats, and creator-led TikTok Shop content
Own a retail readiness and seasonal planning offer with quarterly creative plans, content calendars, and seasonal refresh recommendations
Develop plans with commerce team members and hand execution to commerce and creative teams
Work with Amazon, Walmart, TikTok Shop, and other platform partners on AI beta releases and upcoming features
Identify opportunities for AI to reduce content production cost and cycle time
Own the digital shelf content audit methodology and standard
Ensure audits include creative diagnoses, do-more/do-less recommendations, and testable hypotheses
Recommend content and creative analytics tools
Set standards for measuring and reporting creative performance on the shelf with the analyst lead
Help isolate creative-update effects from media changes
Serve as senior commerce content voice at annual strategies, QBRs, renewals, and executive escalations
Own the commerce creative story in pitches and lead pursuits with Business Development
Build the path from audit to scoped creative strategy work
Define and sell commerce creative strategy engagement models
Represent Tinuiti externally through speaking, webinars, and joint work with retail and platform partners
Lead creative strategists and analysts on commerce accounts and build the leadership bench
Build playbooks and best practices for commerce content fluency
Partner with Commerce Ops, Creative, Media, and Analytics so content recommendations enter the account plan
Run a monthly commerce content review
Maintain shared learning on content performance by retailer and vertical

Requirements

What you’ll need

15+ years in digital marketing, ecommerce, or creative strategy
At least 8 years specializing in commerce content, digital shelf, or retail media creative
Minimum 5 years in a senior leadership role
Demonstrated success building and scaling a commerce content or creative strategy practice
Measurable gains in conversion, share, or retail media efficiency on multi-million dollar accounts
Experience leading multi-layered teams, including hiring, coaching, performance management, and succession planning
Experience leading cross-functional teams without direct line authority
Experience owning or contributing to a P&L
Fluency in margin, utilization, and pricing for service offerings
Record of turning a capability into sold, repeatable revenue
Credibility with client C-suite stakeholders and in competitive pitches
Ability to turn data into a clear point of view on what to make and why
Command of Amazon and Walmart content formats, including A+, Premium A+, storefronts, PDP imagery, shelf video, and sponsored creative
Working knowledge of TikTok Shop, including product pages, shoppable video, and creator-led content
Ability to design audit methodology, test plans, and reporting standards
Ability to separate creative effects from media effects
Ability to evaluate content analytics and retail media tools
Strength working across Creative, Commerce Ops, Media, and Analytics
Bachelor's degree in Marketing, Business, or a related field
Public speaking and thought leadership experience a plus
MBA or equivalent experience preferred

Benefits

Comp & perks

Unlimited paid time off
Fully remote environment
Flexible time off
20 paid holidays
Medical, dental, vision, life and disability insurance
Flexible Spending Accounts
Retirement plan with match up to 4% of contributions at 100%
Fringe
Forma
Unlimited telemedicine and teletherapy at no cost
Thankful giving
Equity
Birthing parents: 16 weeks of leave with 100% pay
Partners: 12 weeks of leave with 100% pay
On-demand learning
Mentorship program
Leadership and management development programs and resources
Discretionary performance bonus