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, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners 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 among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization.

In addition, 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.

About WPP

WPP is the trusted growth partner for the world's leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company - powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit

Role

Summary:

This role is responsible for leveraging deep analytical insights into customer behavior across the various defined core audiences and their comprehensive and differentiated journeys, to strategically manage, analyze and optimize the orchestration across the journeys, as well as the personalization of the touchpoints across those experiences that drive engagement, satisfaction, and ultimately, business growth. This role bridges the gap between raw data and actionable customer-centric strategies.

Key Responsibilities:

* Customer Journey Mapping Management:

* Journey Map Maintenance:

Owner of governance and maintenance of the customer journeys for the core audiences across the various management platforms (EG: CDP, AJO, Journey Builder) and key touchpoints (website, email, app, social, ads, customer service, product usage).

* Identification of Key Moments & Pain Points:

Utilize a data-driven approach to pinpointing critical decision points, moments of delight, and areas of friction or abandonment within the customer journey using data.

* Behavioral Optimization:

Management and refinement of 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 the types and sources of data from various sources (CRM, CDP, web analytics, marketing automation, product analytics) that will be utilized to inform and manage a unified customer view across the journey for the core audiences.

* Deep Dive Analysis:

Conduct quantitative and qualitative analysis to uncover trends, anomalies, and opportunities within customer journeys. Utilize techniques like funnel analysis, path analysis, churn prediction, and lifetime value modeling.

* KPI Definition & Reporting:

Define key performance indicators (KPIs) related to journey effectiveness and personalization impact, grounded in impact to the business. Define and monitor dashboards and reports to track performance, communicate insights, and demonstrate ROI.

* Predictive Modeling:

Collaborate with data science teams (if applicable) 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…