Director, Digital Shelf Strategy (CPG)

Location: Chicago, Illinois, United States; hybrid, with teams in the office an average of four days a week.

Salary: $75,000–$180,000 USD per year.

Company

hirify.global is a global creative company within WPP that combines brand experience, customer experience, commerce, media intelligence, data solutions, and technology to build connected brands.

What you will do

• Lead digital shelf and product content strategies across Walmart, Amazon, Target, Kroger, Sam’s Club, Instacart, and other retailer and marketplace ecosystems.
• Translate brand objectives, shopper insights, retailer requirements, search intelligence, competitive analysis, and analytics into content strategies and optimization roadmaps.
• Define product titles, descriptions, attributes, imagery, enhanced content, taxonomy, structured product information, and product storytelling approaches for retailer platforms.
• Guide discoverability, organic search, AI-powered shopping, and emerging agentic commerce strategies in partnership with Discoverability specialists.
• Create strategic briefs, quality standards, governance frameworks, and recommendations for Content, Copy, Design, Production, PXM, Analytics, Retail Media, and Operations teams.
• Advise CPG clients, lead workshops and presentations, build scalable capability frameworks, and mentor team members across the digital shelf practice.

Requirements

• 8+ years of experience in digital commerce, digital shelf strategy, product content strategy, retail consulting, marketplace optimization, or related commerce disciplines.
• Experience leading strategic engagements, developing client recommendations, and guiding cross-functional execution.
• Strong experience with CPG brands and major retailer ecosystems, particularly Walmart, Amazon, Target, and grocery or club retailers.
• Proven ability to develop digital shelf and product content strategies that improve discoverability, shopper experience, and conversion.
• Experience translating shopper insights, search intelligence, competitive analysis, and retail performance data into actionable recommendations.
• Experience developing strategic briefs and guiding creative or content teams through execution and quality assurance.
• Strong understanding of product information architecture, taxonomy, retailer content requirements, and product experience management principles.
• Experience with digital shelf intelligence and analytics platforms such as Profitero, Stackline, CommerceIQ, Pacvue, or comparable solutions.
• Excellent client-facing communication, presentation, strategic storytelling, stakeholder management, cross-functional leadership, and influencing skills.

Nice to have

• Hands-on or strategic experience with PXM/PIM platforms, particularly Salsify, Syndigo, or equivalent solutions.
• Experience defining scalable content governance models, retailer-specific standards, and product information frameworks.
• Familiarity with retailer organic search algorithms, keyword optimization, and digital shelf discoverability methodologies.
• Experience with enhanced product detail pages, A+ Content, brand stores, and retailer-specific rich media.
• Understanding of the relationship between retail media, organic discoverability, product content, and conversion performance.
• Exposure to AI-powered product discovery, generative search, and emerging agentic commerce requirements.
• Experience developing digital shelf playbooks, capability frameworks, or managed service methodologies.

Culture & Benefits

• Hybrid work model centered on collaboration and connection, with office attendance averaging four days per week.
• Competitive benefits package through WPP.
• Equal opportunity workplace committed to respect, inclusion, and career opportunity.