Senior Personalisation Lead

WPP Enterprise Solutions designs, builds, and operates growth systems that competitive businesses rely on. In a world where AI is reshaping how companies drive growth, we lead clients in business transformation and marketing modernization.

Lead for Global Personalisation Activities

• Serve as the lead for all global personalisation activities, overseeing daily operations and tactical direction for the client's personalisation roadmap.
• Develop a deep understanding of the client's business landscape and challenges to identify and drive high-impact, personalisation-based growth opportunities.
• Manage program resources, budgets, and timelines specific to personalisation initiatives, ensuring the successful, on-schedule, and in-scope delivery of dynamic content, segmented experiences, and relevant recommendations.
• Leverage a strong commercial acumen to optimise resource allocation for personalisation efforts, monitor personalisation delivery throughput, and rigorously track the Return on Investment (ROI) of personalisation.
• Contribute to strategic forecasting and provide comprehensive performance reporting on personalisation outcomes and insights.
• Cultivate and maintain robust relationships with client stakeholders, specifically around personalisation planning, content requirements, and data activation across global regions.
• Champion Personalisation-Led Growth (PLG) across the organisation, fostering a mindset of delivering highly relevant, tailored user experiences through practical application.
• Implement and continuously refine the comprehensive PLG framework, methodologies, and best practices, working within the strategic direction set by the Optimisation Principal.
• Lead cross-functional teams to meticulously design, configure, and analyse personalised experiences, dynamic content, and targeted recommendations that drive key business metrics.
• Develop and scale an infrastructure for continuous segmentation, content delivery, and audience activation, focusing on efficiency and relevance.
• Translate complex data insights derived directly from user behaviour and personalisation performance into actionable strategies that ensure sustained business impact.

Technical Planning and Personalisation Delivery

• Lead the technical planning and execution of all personalisation programs, leveraging in-depth knowledge of the underlying technology stack crucial for delivering tailored experiences. This includes, but is not limited to, sophisticated recommendation and personalisation engines, comprehensive analytics suites (for measurement), Content Management Systems (CMSs) (for dynamic content delivery), and Customer Data Platforms (CDPs) (for audience segmentation and activation).
• Architect integrated solutions by understanding the capabilities, limitations, and interoperability of these personalisation-focused technologies, ensuring they are strategically deployed to maximise relevance, conversion, and deliver against growth objectives.

Visionary Leadership & Strategic Thinking

Lead strategically:
Transform complex business challenges into growth-focused optimisation strategies; set ambitious goals, build roadmaps, and understand the market.

Inspire teams:
Act as an influencer, fostering experimentation and continuous improvement; adept at leading, mentoring, communicating across levels, and driving change.

Champion ELG:
Instil an Experimentation-Led Growth mindset, moving beyond basic A/B testing to a systemic, evidence-driven approach with scientific rigor and strong hypothesis generation.

Global perspective:
Navigate diverse market needs, cultural nuances, and regional complexities to implement effective global strategies.

Deep Technical Expertise & Architectural Acumen

Profound knowledge of optimisation technologies and their integration for growth initiatives, including:

• Experimentation Platforms (e.g., Adobe Target, Optimizely):
  Advanced features, server/client-side, statistical interpretation.
• Analytics Suites (e.g., GA4, Adobe Analytics, Amplitude):
  Advanced segmentation, custom reporting, event tracking.
• Recommendation & Personalisation Engines (e.g., Dynamic Yield, Braze):
  Algorithm types, real-time…