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Senior Personalisation Lead
Personalisation Lead – VML Enterprise Solutions
Who We Are
VML – part of WPP, a global leader in marketing and creative services – merges brand experience, customer experience, and commerce to drive growth through personalisation. Celebrated for innovative, award-winning work with iconic clients like AstraZeneca, Coca-Cola, Ford, Microsoft, and Nestlé, VML is recognised as a Forbes “Leader” in marketing, commerce, and health sectors. With a global network of 26,000+ talent across 55+ markets, VML’s specialised unit, VML Health, is among the world’s largest health agencies.
WPP is the world’s leading marketing services network, empowering brands through cutting-edge data, creativity, engineering, and strategic counsel via WPP Open, its agile marketing platform.
The Opportunity
This role is a pivotal leadership position focused on executing and refining global personalisation strategies for a blue-chip client. The Personalisation Lead bridges optimisation strategy, data-driven execution, and measurable growth, operating at a deep granular level under the Optimisation Principal’s oversight.
You will:
- Be the executive champion for Global Personalisation Activities, driving expansion, optimisation, and ROI.
- Shape data-led personalisation programs, advocating for Experiment-Led Growth (ELG) to surpass standard A/B testing.
- Lead cross-functional teams in technical architecture, audience segmentation, and dynamic content delivery.
- Foster global stakeholder alignment in personalisation planning, content, and data activation.
Key Responsibilities
1. Lead for Global Personalisation Activities
- Strategic oversight: Oversee daily operations and directional alignment for the client’s personalisation roadmap.
- Client-centric: Conduct in-depth analysis of business challenges to uncover high-impact growth opportunities.
- Program excellence: Manage resources, budgets, timelines, ensuring on-time, on-budget delivery of personalised recommendations, dynamic content, and segmented experiences.
- Commercial ROI: Optimise personalisation budgets, track KPIs through ROI analysis, and refine delivery workflows for scalability.
- Reporting & forecasting: Drive strategic oversight with performance insights and experimentation-led forecasting.
2. Personalisation Strategy & Execution
- Champion PLG ethos: Embed a highly relevant, tailored user experience mindset across the organisation.
- Refine PLG framework: Align with Optimisation Principal’s strategy, refining frameworks and best practices.
- Cross-functional leadership: Direct teams in designing, testing, and scaling personalised mechanics (e.g., dynamic content, recommendations).
- Segmentation & activation infrastructure: Build robust systems for continuous audience segmentation, personalised content delivery, and efficiency optimisation.
- Data translation: Convert complex user behaviour and performance insights into actionable strategies for sustained business impact.
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3. Technical Planning & Personalisation Delivery
- Technology extension: Specify technical personalisation programs across recommendation engines, analytics, CMSs, and CDPs, ensuring strategic partner integration.
- Platform & data architecture: Map technology stack capabilities to drive seamless interoperability, relevance, conversion, and growth.
- Scalability & ROI: Understand data pipelines, warehousing, governance, and optimise personalisation to spike relevant engagement.
Critical Requirements
Visionary Leadership & Strategic Thinking
- Strategic foresight: Translate amorphous business challenges into clear, measurable optimisation strategies and ambitious roadmaps.
- Experiments as a mindset: Champion A/B testing evolution into systematic, evidence-based ELG, critiquing hypotheses scientifically.
- Motivational leadership: Inspire teams to foster continuous innovation and adaptation; collaborate efficiently at all levels.
- Global adaptability: Customise strategies for diverse markets, cultures, and regional complexities.
Deep Technical Expertise & Architectural Acumen
- Expertise in:
- Experimentation Platforms: Deep understanding of Adobe Target/Optimizely: statistical interpretations, server/client-side features.
- Analytics Suites: Proficiency with GA4, Adobe/Amplitude: segmentation, custom reporting, advanced tracking.
- CMS Association: Technical control of AEM, Sitecore: content delivery and personalisation configuration.
- CDPs: Segment, Tealium: data governance, segmentation, integration.
- Personalisation Engines: Dynamic Yield, Braze: real-time personalisation, algorithms, and platform interconnectivity.
- Technical execution: Design integrated solution architectures to realise business outcomes through tech synergies.
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Flawless Execution & Program Management
- Scalable governance: Mastery of agile/waterfall, risk mitigation, and resource prioritisation for large-scale global programmes.
- Process architecture: Defining repeatable frameworks for experimentation, technical delivery, and reporting.
Data-Driven Acumen & Commercial Focus
- Business analytics: Derive insights for hypothesis-led optimisation, complex dataset interpretation, and statistical rigor in A/B testing.
- Financial acumen: Translate initiatives into tangible ROI, budget transparency, and forecast accuracy.
- Stakeholder storytelling: Communicate technical insights lucidly to diverse audiences (executive to tactical).
Ideal Profile
Exemplify a growth-obsessed problem solver, driven by irrefutable metrics and relentless execution – these are the core people who will:
- Demand clarity and challenge inefficiencies wholeheartedly.
- Act independently yet transparently, evolving as data dictates.
- Celebrate collaboration, promoting a culture of experimentation and rapid learning.
Perks & Culture
Affordances
- Potential for permanent employment, with a competitive package inclusive of:
- Discretionary bonuses, life-work balance, remote flexibility (avg. 4 days physical).
- Educational remuneration: Training, professional development, and study grants.
- Privileged benefits: Medical insurance, family-friendly policies, holidays package, and discounts.
Uncompromising Values
❤ Heart: Empathy fuels our human-centric approaches, ensuring trust and authentic connection. 🧠 Brains: Innovation stems from curiosity and team intelligence, tackling unwieldy challenges with systematic rigour. ⚔️ Courage: Bold advocacy and fearless experimentation are celebrated—these “non-obvious” ideas drive constant progress.
Enterprise Solutions Light
VML’s Enterprise Solutions arm, home to 4,200+ experts, enables world-brand leaders like Coca-Cola, Mercedes-Benz, and Johnson & Johnson to deliver next-gen digital journeys across marketplaces, retailers, B2B hubs and D2C.
Your place in this appeal is indispensable to develop some of the world’s most advanced commerce solutions.
VML is WPP (NYSE: WPP). For more information, explore www.vml.com. Leading commerce-driven excellence.
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