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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.

Lead the development and execution of commerce-focused performance media strategies that support retail media, marketplace, and eCommerce business objectives.



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. 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. Proven experience in performance marketing, commerce media, retail media, or eCommerce strategy.

Experience managing cross-functional teams and collaborating with Planning, Analytics, Activation, and client stakeholders. Solid analytical and strategic thinking skills with the ability to translate data into actionable business recommendations.

Experience working with major commerce platforms such as Amazon Ads, Walmart Connect, Instacart Ads, Target Roundel, and social commerce platforms is highly desirable. Effective integration of commerce strategy within broader media planning initiatives.

📌 Director, Content Planning & Analysis (Toronto)
🏢 WPP Media
📍 Toronto