Senior Manager, Data Strategy

About our Data, Tech and Analytics Division

We’re on a mission to transform marketing by building the fastest, most connected data platform that bridges marketing strategy to scaled activation. We work with agencies and clients to transform the value of data by bringing together technology, data and analytics capabilities. We deliver this through Open, an AI-enabled media and data platform for the next era of advertising.

Our UK Data, Tech and Analytics capabilities are central to our success, empowering WPP Media’s clients with a full range of services that deliver tangible impact. This Senior Manager role is a key position within our dedicated offering for the UK Government, providing critical support to the Data Strategy specialism.

Reporting to the VP, Data Strategy for the UK Government Account, the Senior Manager, Data Strategy plays a critical role in executing and ope rationalising the comprehensive data strategy for this key client. You will be a hands‑on expert, working across all departments and campaigns, directly supporting the VP and acting as a primary driver for the implementation of advanced data solutions.

This role involves translating strategic vision into tangible data applications, leveraging WPP's proprietary platforms, and ensuring the ethical and effective use of data to achieve the UK Government's communication objectives across all areas of responsibility.

• Proactively analyse complex data sets to uncover behavioural barriers and drivers, transforming data into compelling narratives and actionable insights for GCS planning and campaign optimisation.
• Design and develop detailed audience architectures and segmentation models, establishing rules for effective audience targeting, suppression, and frequency capping across campaigns.
• Develop integrated journey plans that seamlessly connect paid media strategies with the UK Government’s owned channels, leveraging platform capabilities.
• Provide expert consultation on AdTech and Mar Tech usage, architecting and overseeing the integration of Government‑owned, WPP proprietary, and third‑party applications.

• Drive the implementation and operationalisation of Open Intelligence (OI) and the UK Private Data Network (PDN) for the GCS in the UK.
• Lead the identification and secure activation of the UK Government’s first‑party data within the Info Sum environment, ensuring usability for media activation.
• Manage the integration and maximisation of data from strategic partners (e.g., You Gov) within WPP platforms for GCS campaigns.
• Oversee the availability and integration of all relevant GCS data within WPP’s Open Media Studio, ensuring it powers key analytical and activation tools.
• Translate strategic objectives into clear use cases and requirements for Agentic AI, guiding the development of personas and agents to deliver actionable insights for the UK Government.

• Ensure rigorous adherence to the data governance framework for all ‘government‑owned’ data used in media activation, managing relevant data protection processes and contributing to ethical discussions.
• Actively research and pilot new data sets and innovative technology solutions to drive continuous improvement and maintain the UK Government’s leadership in data‑driven advertising.

• Collaborate with analytics teams to design and implement predictive audience models and A/B testing frameworks to enhance audience accuracy and marketing effectiveness.
• Work closely with the wider Data, Tech & Analytics team, client service, and media activation teams to ensure seamless integration and delivery of data‑driven solutions.

• Experience in data strategy, with a significant portion in a hands‑on capacity within a media agency, consultancy, or client‑side marketing organisation.
• Proven experience in executing sophisticated data strategies that directly influence media planning and drive measurable outcomes, ideally for public sector or highly regulated clients.
• Demonstrable expertise in audience architecture, segmentation, and leveraging data to…