Kristine Sherliker

Vice President- Client Leadership @ Wavemaker

About

I'm a senior integrated marketing and operations leader with 20+ years of experience driving brand growth, marketing planning excellence, and organizational capability across global CPG, retail, luxury, and media industries. My career spans both sides of the business — brand-side and agency-side — giving me a rare end-to-end perspective on what makes marketing organizations perform at their best. I've led teams from 6 to 21 people, managed complex multi-client P&Ls, and built agency ecosystems that consistently deliver results at scale. What I'm known for: **Marketing Planning & Governance** — Building annual planning frameworks, investment strategies, and operational processes that align brand ambition with business outcomes. **Capability Building** — Educating and upskilling marketing and brand teams in digital, eCommerce, and emerging media. Proven track record of embedding new capabilities across organizations, including growing digital investment from 2% to 20% of total media spend in a single year. **Commerce & eCommerce** — Early pioneer in omnichannel and retail media strategy, with deep experience leading eCommerce media practices and serving as a lead brand partner in first-ever retail media expansions. **Integrated Media Strategy** — Award-winning strategist with a track record of connecting big creative ideas to measurable results, recognized with top industry honours including a Grand Prix at a global media festival. I believe great marketing is equal parts strategy and craft — and that building the right team, tools, and culture is what makes both possible. Based in Toronto. Canadian and UK citizen. Open to global senior leadership opportunities in marketing, media, and CPG. Integrated Marketing | Media Strategy | Marketing Planning | eCommerce | Capability Building | P&L Management | Agency Governance | Cross-functional Leadership | Global CPG

Country

Canada

City

Toronto

Industry

Marketing & Advertising

Skill

Stakeholder Management, Account Management, Presentation Skills, Client Relations, Digital Media, Media Buying, New Media, Social Media, Digital Strategy, Media Strategy, Online Marketing, Social Media Marketing, E-commerce, Media Planning, Project Planning, Marketing, Multi-channel Marketing, Agency Relations, Change Management, Agency Relationship Management

Experience

Vice President- Client Leadership, Wavemaker

WPP Media

2023-5 - Present · 3 yrs 4 mos

Toronto, Ontario, Canada

Group Account Director- Wavemaker

WPP Media

2020-11 - 2023-5 · 2 yrs 7 mos

Toronto, Ontario, Canada

I manage a diverse range of clients and create great teams.

Group Account Director

Touché!

2018-7 - 2020-7 · 2 yrs 1 mo

Toronto, Canada Area

Team leader responsible for omni-channel planning across multiple clients. Part of executive management team responsible for driving client service delivery, innovative and strategic media plans and profitability. Clients: Canadian Tire Retail, HSBC, RB, Canada Post Corporation.

Professor (part-time)

Sheridan College

2019-9 - 2019-12 · 4 mos

Mississauga, Ontario

Instructor at the Pilon School of Business. Courses: - Fall 2019- Strategic Media Planning

Advertising Consultant & Freelancer

Kristine Media Services

2016-7 - 2018-9 · 2 yrs 3 mos

Toronto, Canada Area

Providing media and advertising management (planning, buying, strategy, integration, creative strategy/production management, project management) services to direct clients and agencies. Category expertise and knowledge in consumer goods, retail, quick service restaurants, finance (consumer & B2B), government. Specialties: Integrated Marketing, Agency Management, Change Management, Media Planning, Media Buying, Digital Media, Digital Transformation.

Senior Media Manager

The Coca-Cola Company

2017-4 - 2018-6 · 1 yr 3 mos

Toronto, Canada Area

Contract position providing media management services and guidance to integrated marketing communications team. Responsibilities include execution of media planning, investment analysis, digital strategy/innovation, ecommerce team consultation and agency management.

Senior Manager, Integrated Marketing - Media & Connections

Johnson & Johnson

2015 - 2016 · 1 yr

Toronto, Canada Area

Canadian lead for global Integrated Marketing Communications team. Collaborator on localization of marketing activities for global IMC brands. Leader of media agency relationship at country level. Locally responsible for media investment strategies, global digital media partnerships and programmatic oversight.

Strategy Director

MediaCom

2014 - 2015 · 1 yr

Toronto, Canada Area

Responsible for developing communications strategy across multiple top clients and leading adoption and education of agency-wide planning principles. Categories: CPG, Auto, Finance

Senior Digital-to-eCommerce Manager

Unilever

2012 - 2013 · 1 yr

Greater New York City Area

Responsible for directing eCommerce media strategy and embedding eCommerce capability and road map across US organization. Managed 4 direct reports and large cross-functional team spanning brand, sales, supply chain, finance, IT and advertising agencies.

Senior Media & Integrated Marketing Manager

Unilever

2011 - 2012 · 1 yr

Greater New York City Area

Leading the Axe brand and deodorants category media plans, investments, supplier partnerships, agency, best practice and management of the Canadian team member. Responsible for North American search strategy development.

Senior Media & Integrated Marketing Manager, Canada

Unilever

2008 - 2011 · 3 yrs

Toronto, Canada Area

Directed the media strategy and investment for all Unilever brands in Canada. Responsible for supplier partnerships, management of agency, best practice usage & measurement. Country digital lead responsible for education of brand teams and cultivating key media partner relationships. Search specialist for North America. Key member of North American Media Team and contributor to global best practices.