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.

Qualifications

• 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.

Success Measures

• 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