VP, CRM analytics

Responsibilities

As our new VP, Analytics – CRM/Martech, you will take on a senior client‑dedicated leadership role that blends analytical depth, business consulting, and cross‑functional leadership. Serving as a trusted advisor, you will connect client priorities to the right capabilities across data, CRM, technology, and strategy, and help drive measurable business outcomes. The role may occasionally require you to be a "player‑coach" where you are hands‑on to complete deliverables and meet client requirements in a fast‑paced environment.

• Own the analytics agenda for the client relationship and align all work to business priorities and measurable outcomes.
• Advise senior stakeholders using data‑driven insights across analytics, BI, data science, CRM, audience strategy, testing, and optimisation.
• Translate complex signals and technical concepts into clear, actionable recommendations that build confidence with clients, partners, and internal leaders.
• Shape strategic roadmaps for CRM analytics, first‑party data, measurement, audience planning, personalisation, and customer intelligence.
• Assess client data landscapes, business requirements, and operational constraints to identify practical opportunities for improvement.
• Partner with technology and enablement teams to deliver scalable, executable solutions.
• Be willing and able to be "hands‑on" as needed to step in, guide, or support deliverables.
• Lead across MAP global teams, WPP agency partners, and capability groups, building alignment through influence rather than direct authority.
• Create clarity around priorities, roles, timelines, and decision‑making while maintaining momentum and accountability.
• Help define and optimise effective ways of working for analytics within the broader client operating model.
• Use first‑ and third‑party data to identify insights, audience opportunities, and performance drivers.
• Inform segmentation, targeting, personalisation, customer journeys, and activation readiness.
• Help evolve the client from traditional campaign reporting toward connected customer intelligence and decisioning.
• Design comprehensive measurement frameworks and learning agendas across CRM, owned, paid, and digital channels.
• Define KPIs, dashboards, reporting structures, and testing approaches (including holdouts, control groups, and incrementality) to improve decision‑making.
• Apply advanced analytics, AI, and automation to forecasting, personalisation, optimisation, and scalable reporting.
• Build, mentor, and retain a high‑performing analytics team, including globally distributed resources.
• Set expectations for quality, consulting excellence, communication, and commercial impact.
• Foster a culture of curiosity, accountability, collaboration, and continuous improvement.

Collaboration

You will be working closely in projects with a variety of professionals both inside and outside of VML MAP. As a senior leader, you will collaborate across MAP global teams, WPP agency partners, and capability groups. You will work directly with key stakeholders within the data, marketing, CRM, and IT organisations of our major global automotive client.

Together with our tech and data specialists, client engagement leads, and strategic partners, you will build alignment through influence to put in place data solutions that drive business value in a collaborative work environment with a focus on both professional excellence and having fun along the way.

What You Bring to the Table

You are a senior leader who operates as a strategist, consultant, translator, and team builder. You are client‑centred, commercially minded, and collaborative. It is important that you have strong core consulting skills as well as deep analytical experience and technical expertise.

Consulting Skills

• Executive Communication: Strong written, verbal, and presentation skills, with the proven ability to advise senior clients and clearly communicate complex topics to stakeholders at all levels of the organisation.
• Structured Problem‑Solving: The ability to assess complex client data landscapes, identify business requirements, and develop practical, executable solutions.
• Matrix Leadership: The ability to lead through influence rather than direct authority, creating clarity and alignment across matrixed global teams and agency partners.
• Relationship Building: Commercially minded with the ability to build trust and act as a trusted strategic advisor to client stakeholders.

Data Experience And Expertise

• Deep Subject Matter Expertise: Strong command of CRM, first‑party data, customer analytics, marketing measurement, audience strategy, insights, and BI.
• Measurement Frameworks: Proven expertise in designing measurement frameworks, KPI definitions, testing, attribution, dashboards, and optimisation models.
• Modern Martech Ecosystems: Familiarity with CDPs, decisioning, identity, marketing automation, or marketing cloud ecosystems.
• Advanced Analytics & AI: Understanding of how to apply advanced analytics, statistical modelling, AI, and automation to forecasting, personalisation, and scalable reporting.

Preferred Qualifications

• 15+ years in analytics, including significant leadership and consultative experience in an agency, consultancy, systems integrator, or client‑service environment.
• Hands‑on experience with tools such as SQL, Python, R, BigQuery, Google Analytics, Salesforce, Adobe, or comparable platforms.
• Ability to be onsite and/or travel 50%+ of the time.
• Preferred: Experience in automotive or another data‑rich consumer category (understanding automotive customer journeys, dealership/retail networks, loyalty, and lifecycle marketing).
• Preferred: Local to the Detroit metro area, or open to cities within a 2‑hour flight time to Detroit.

WPP (MAP/VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

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