Managing Director, Customer Journey Analytics & Personalization

Who We Are VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce to drive growth. VML is celebrated for its innovative, human‑first, award‑winning work for blue‑chip clients including AstraZeneca, Colgate‑Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca‑Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave™ Reports as a Leader in Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services, and Marketing Measurement & Optimization.

VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

This role is responsible for leveraging deep analytical insights into customer behavior across defined core audiences to strategically manage, analyze, and optimize the orchestration of journeys and handle personalization of touchpoints that drive engagement, satisfaction, and business growth. The role bridges the gap between raw data and actionable customer‑centric strategies.

• Customer Journey Mapping Management
• Journey Map Maintenance:
  Owner of governance and maintenance of customer journeys for core audiences across platforms (e.g., CDP, AJO, Journey Builder) and key touchpoints (website, email, app, social, ads, customer service, product usage).
• Identification of Key Moments & Pain Points:
  Use a data‑driven approach to pinpoint critical decision points, moments of delight, and friction or abandonment within the customer journey.
• Behavioral Optimization:
  Manage and refine customer journeys based on behavioral patterns, demographics, psychographics, and lifecycle stage derived from journey data.
• Advanced Analytics & Insights
• Data Oversight & Governance:
  Oversee the strategy and management of data types and sources (CRM, CDP, web analytics, marketing automation, product analytics) to inform a unified customer view.
• Deep Dive Analysis:
  Conduct quantitative and qualitative analysis to uncover trends, anomalies, and opportunities within customer journeys, using funnel analysis, path analysis, churn prediction, and lifetime value modeling.
• KPI Definition & Reporting:
  Define key performance indicators related to journey effectiveness and personalization impact, and monitor dashboards and reports to track performance, communicate insights, and demonstrate ROI.
• Predictive Modeling:
  Collaborate with data science teams to develop predictive models that anticipate customer needs, propensity to purchase, churn risk, or next‑best action.
• Personalization Strategy & Execution
• Personalization
  
  Roadmap:
  
  Develop and manage a strategic roadmap for personalization initiatives across all relevant channels and journey stages.
• Content & Offer Personalization:
  Guide the creation and delivery of personalized content, product recommendations, offers, and messaging based on real‑time and historical customer data.
• Experimentation and Incrementality Tests:
  Design, execute, and analyze A/B and multivariate tests to continuously optimize personalized experiences and improve journey effectiveness.
• Dynamic Journey Orchestration:
  Work with marketing automation and personalization platform owners to manage dynamic, data‑driven journeys that adapt in real‑time to customer actions and preferences.
• Technology & Data Governance
• Mar Tech Stack Expertise:
  Serve as subject‑matter expert for defining business needs across customer journey analytics and personalization platforms (e.g., CDPs, marketing automation, personalization engines, web analytics tools).
• Data Quality & Compliance:
  Ensure data quality, integrity, and compliance with data privacy regulations (GDPR, CCPA).
• Cross‑Functional Collaboration & Evangelism
• Strategic Partnerships:
  Collaborate across capabilities, functional departments, and channel owners to ensure a consistent, integrated, personalized customer experience across all touchpoints.
• Stakeholder
  
  Education:
  
  Provide ongoing education…