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WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.
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Overview
The Director, Performance Strategy – Commerce is responsible for leading commerce-focused performance media strategies that drive measurable business outcomes across retail media networks, marketplaces, and direct-to-consumer (DTC) channels. This role ensures that media investments are aligned with client business objectives and optimized for growth, efficiency, and long-term success.
As a strategic partner to Planning, Analytics, Activation, and Commerce teams, the Director develops data-driven strategies, oversees performance measurement frameworks, and identifies opportunities to enhance commerce performance across platforms such as Amazon, Walmart, Instacart, retailer networks, and social commerce channels.
Key Responsibilities
- Lead the development and execution of commerce-focused performance media strategies that support retail media, marketplace, and eCommerce business objectives.
- Establish and oversee commerce measurement frameworks to ensure campaigns are accurately tracked, analyzed, and continuously optimized.
- Partner with Media Planning teams to integrate commerce performance strategies into broader full-funnel media plans.
- Identify and implement innovative approaches within retail media, marketplace advertising, social commerce, and emerging commerce channels.
- Collaborate with Planning, Analytics, and Activation teams to ensure media investments align with key business and performance KPIs.
- Develop audience targeting and segmentation strategies leveraging first-party data, retail loyalty programs, customer insights, and platform data.
- Drive optimization initiatives focused on improving return on ad spend (ROAS), customer acquisition efficiency, and overall commerce performance.
- Build and maintain strong relationships with key commerce media partners, including Amazon, Walmart, Target, Instacart, and other retail media networks.
- Provide leadership, coaching, and mentorship to performance marketing teams, supporting capability development and best practices in commerce strategy.
- Lead test-and-learn initiatives to evaluate new opportunities, improve measurement approaches, and enhance media effectiveness.
- Proven experience in performance marketing, commerce media, retail media, or eCommerce strategy.
- Strong understanding of retail media networks, marketplace advertising, paid media, and commerce ecosystems.
- Expertise in performance measurement, attribution, audience strategy, and media optimization.
- Experience managing cross-functional teams and collaborating with Planning, Analytics, Activation, and client stakeholders.
- Strong analytical and strategic thinking skills with the ability to translate data into actionable business recommendations.
- Excellent communication, presentation, and stakeholder management capabilities.
- Experience working with major commerce platforms such as Amazon Ads, Walmart Connect, Instacart Ads, Target Roundel, and social commerce platforms is highly desirable.
- Delivery of commerce media strategies that drive measurable business growth.
- Improved efficiency and performance across commerce media investments.
- Effective integration of commerce strategy within broader media planning initiatives.
- Strong relationships with key commerce partners and internal stakeholders.
- Continuous innovation and adoption of best practices in commerce media and performance marketing.
- Development and growth of high-performing teams and talent
