Data Strategy Director

Who We Are:

At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon a century of combined expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse.

Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences. Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work.

About the team you will be joining

Reporting into the Head of Data Strategy you will be a senior member of the Data Strategy team which forms part of the wider EMEA Data team. This has a mix of consultants, analysts, data scientists and insight and effectiveness experts as well a team of technical enablement specialists.

Who We're Looking For:

We're seeking an experienced Data Strategy Director to lead our team on a major automotive group account. You'll be a well-rounded data practitioner with a strong focus on CRM and digital, coupled with deep understanding of Salesforce Marketing Cloud. Crucially, you'll have a proven track record of mentoring and supporting junior team members, as you'll be responsible for managing their day-to-day operational work.

What You Will Be Doing:

As Data Strategy Director, you will be the primary client contact, responsible for the daily data strategy operations and overall performance management of your team. You will shape and execute data-driven strategies, focusing on CRM and its application across digital and social channels. This includes:

• Designing and implementing 1st party data strategies for CRM and broader communications across all channels.

• Developing data and martech roadmaps to drive client growth and enhance data maturity.

• Devising innovative data solutions, leveraging analytics, automation, and diverse datasets to understand consumer behaviour, performance, and identify opportunities.

• Acting as a CRM specialist, designing connected customer experiences encompassing data collection, personalization, segmentation, and marketing automation.

• Developing test-and-learn/growth strategies to optimize campaigns and enhance ROI.

• Applying advanced analytical techniques (predictive modelling, clustering, segmentation) to address client challenges.

• Collaborating with stakeholders to embed best-practice measurement, reporting, and insight generation, ensuring all work is insightful and action-oriented.

• Leading all stages of the client relationship, from proposal creation and onboarding to ongoing strategic development, acting as their trusted partner. This includes understanding their business, competitive landscape, and growth ambitions.

• Championing the value of data across the agency, demonstrating its impact on creative, content, and experiences.

What Skills Will Help You Be Successful:

• Strong critical thinking, problem-solving, and client consultancy skills.

• Proven experience in CRM, ideally within the automotive sector, with a focus on defining growth and revenue-generating consumer lifecycle journeys, particularly in driving direct-to-consumer engagement and sales. Experience briefing partners, setting up test-and-learn frameworks, and establishing robust measurement strategies.

• Deep understanding of digital marketing, including journey analytics, tracking, governance, and platforms like Google Analytics and Adobe Analytics.

• Familiarity with paid media platforms, measurement, and metrics (Meta, LinkedIn, Google Ads), as well as social listening platforms like Brandwatch or Sprinklr.

• Experience with marketing automation platforms, CDPs, campaign management tools, ESPs, and specifically Salesforce Marketing Cloud.

• Proficiency in Excel and other self-serve analytics tools, including developing simple dashboards and applying data visualization techniques.

• Excellent communication and data storytelling skills, with the ability to explain complex concepts to non-technical audiences.

• A strong interest in behavioural science and its application through data.

• A proactive desire to learn, push boundaries, and stay abreast of industry trends.

• Adaptability and comfort in a fast-paced, changing environment.

• Collaborative and open-minded team player with strong delegation and mentorship skills.

• Proven ability to work with and influence stakeholders at all levels.

• Previous line management experience, including supporting performance reviews and fostering a continuous learning culture.

• Strong commercial acumen, with a focus on client satisfaction and profitable account growth.

At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization—creators, doers, innovators, makers, and thinkers—who drive not just marketing, but meaningful experiences that resonate in every action and interaction.

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X.

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