VP, Social Commerce

Vice President, Social Commerce

The Vice President, Social Commerce is a senior leader responsible for shaping and delivering social commerce strategies that connect creative storytelling, creator ecosystems, and culture-driven moments to measurable business outcomes. This role sits at the intersection of social, creators, content, and commerce, partnering closely with creative, strategy, experience, media, and performance teams to bring commerce thinking into the heart of creative ideas.
At Dentsu Creative, social commerce is not treated as a standalone activation, but as an extension of ideas that move culture and drive action. The VP will help clients unlock the commercial potential of social and creator-led work, ensuring that commerce is thoughtfully integrated without compromising creative ambition.
Key Responsibilities
Lead social commerce strategy for assigned clients, partnering with account, strategy, and creative teams to support how brands activate creator- and platform-driven commerce across their ecosystems.
Translate client business objectives into practical social commerce plans and roadmaps, aligning brand, platform, creator, and commerce considerations to drive measurable outcomes.
Serve as a client partner, supporting client leaders as they evolve their social commerce capabilities, operating approaches, and ways of working.
Partner with client and internal teams to design and implement sell-side commerce programs that integrate creators, social platforms, affiliate models, and retail or DTC partners.
Help clients navigate platform and retail complexity by contributing clear POVs, recommendations, and prioritization guidance across emerging social commerce opportunities.
Support client education efforts by helping stakeholders understand how social and creator ecosystems contribute to lower-funnel performance and business impact.
Ensure social commerce programs are structured with appropriate governance, scalability, and performance accountability, balancing creativity with operational needs.
Participate in platform, retailer, and creator partner conversations as needed, supporting client objectives and activation needs.
Collaborate with analytics and performance teams to define client-specific success metrics and measurement approaches, ensuring clarity and credibility in reporting.
Contribute to the development and application of best practices and playbooks that enable consistent social commerce activation across brands and markets.
Social Commerce & Sell Side‑ Commerce Vision
Contribute to the development and evolution of Dentsu Creative's approach to social and sell side commerce, helping define how creator‑-‑led content and social platforms support transaction, basket growth, and brand preference.
Help shape and apply social commerce frameworks across shoppable content, affiliate commerce, creator storefronts, live shopping, social search, and emerging platform native‑ commerce capabilities.
Partner with media, commerce, and performance teams to support the integration of social commerce with retail media networks, DTC ecosystems, and marketplace partners to enable more connected measurement and performance insights.
Stay current on platform and creator-led‑ commerce trends, translating platform changes and emerging capabilities into actionable recommendations for clients and internal teams.
Strategy, Innovation & Growth
Lead the development of scalable social commerce strategies across categories, retailers, and platforms (TikTok, Instagram, YouTube, etc.).
Identify and incubate new commerce-led products, capabilities, and revenue models, including creator monetization, affiliate optimization, and platform partnerships.
Partner with executive leadership to drive organic growth, new business wins, and platform partnerships tied to social and retail commerce.
Stay ahead of industry trends across creator monetization, AI-driven discovery, social search, and commerce attribution, ensuring the organization remains market-leading.
Measurement, Performance & Accountability
Establish best in class measurement frameworks that connect social engagement to commerce KPIs, including:
Revenue, ROAS, and conversion
Retail lift and basket growth
Affiliate and creator-driven sales
Mid- and lower funnel‑ performance indicators
Champion closed-‑loop measurement, integrating platform data, retail signals, and creator performance into executive ready‑ reporting.
Ensure social commerce strategies are grounded in business outcomes, not vanity metrics.
Cross-Functional‑ Leadership & Integration
Partner closely with media, retail media, creative, data, technology, and analytics teams to deliver fully integrated commerce solutions.
Align social commerce strategy with paid media, CRM, loyalty, and eCommerce teams to eliminate silos and maximize performance.
Act as an advisor to clients and internal stakeholders on organizational design, operating models, and capability roadmaps for social commerce.
Team Leadership & Talent Development
Lead and mentor a social commerce team, fostering collaboration, accountability, and high-quality‑ delivery across client work.
Support the development of social commerce talent by contributing to role clarity, skill development, and growth opportunities across strategy, partnerships, analytics, and activation.
Champion diversity of thought, continuous learning, and leadership development within the practice.
Executive & Client Leadership
Serve as a trusted advisor to C-suite‑ and senior client stakeholders on social commerce transformation.
Contribute to executive level‑ storytelling, POVs, and thought leadership that position the organization as a market leader.
Participate in external conversations with platform partners, retailers, creators, and industry groups as needed to support client work and capability development.
Qualifications & Experience
10+ years of experience across social, influencer, digital, or commerce marketing, ideally within a creative agency or brand environment.
Strong understanding of creator ecosystems, social platforms, and emerging social commerce capabilities.
Experience supporting client onboarding and adoption of new and emerging social platforms, including guiding teams through platform capabilities, activation requirements, and early-stage best practices.
Focused expertise in developing commerce-driven marketing strategies that respect creative integrity while delivering measurable results.
Proven ability to collaborate across cross-functional teams.
Strong communication skills with confidence presenting to senior clients and internal leadership.
What Success Looks Like
Social commerce is seamlessly embedded into social, affiliate and creator work, not siloed.
Clients view social commerce as a natural extension of brand storytelling and creative ideas.
Work delivers both cultural relevance and commercial impact.
Teams feel supported, clear, and confident in how commerce fits into their creative process.