Senior Analyst

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 WPP.com.

Do you have a passion for uncovering hidden stories in data, driving data-driven strategies, and delivering impactful insights? Can you combine behavioral science with big data to solve complex problems and build creative solutions? Are you seeking an exciting role that balances technical aptitude with strategic insight and client engagement? Then you might be the Senior Analyst we are looking for!

What will your day look like?

As our new Senior Analyst, you will join the Insight & Optimization Team, focusing on understanding audiences and enhancing targeting and personalization. You will be a key player in developing insights that enable data-driven activation plans for our clients. More specifically, your tasks will include:

• Accountable for all analytics on a project, with oversight from an analytics lead.
• Review First-Party Data (1PD) availability and assess feasibility for enhanced audience profiling, modeling, or in-market activation.
• Design segmentation solution development and profiling plans to solve scoped business problems.
• Own data quality control for analysis, including setting research design, data plan, and sample considerations.
• Translate complex business challenges into an analysis plan, explaining the rationale behind research design.
• Develop audience segmentation solutions using research and/or consumer data.
• Identify and develop data collection strategies to measure online campaigns, website, and conversion funnel performance.
• Support web analytics tag implementation and testing during the development of pages, conversion funnels, and mobile applications.
• Find and articulate key strategic insights that support solving business problems.
• Define hypotheses and testing opportunities, supporting technical implementation and measurement.
• Present as a Subject Matter Expert (SME) in internal meetings and to clients to contribute to data storytelling and opportunities.

Who are you going to work with?

You will work within a team focused on consumer data analysis, engaging with various internal stakeholders across the business to align requirements, assess project outcomes, and prioritize features. You will collaborate with developers, product management teams, and client teams. Expect to communicate findings to internal and external stakeholders, providing clear and compelling data narratives.

What do you bring to the table?

As a person, you have a passion for combining behavioral science knowledge with big data to find innovative ways to engage with people and partners. You possess natural curiosity, are adept at finding hidden stories in data, and enjoy finding creative solutions to client challenges. You excel in designing analyses, assessing data quality, developing look-alike models, and synthesizing insights. You are confident presenting as a data/analytics SME and are comfortable leading complex, multi-discipline projects.

In addition, you have:

Technical skills

• A minimum of 5+ years of experience in database marketing.
• Proven experience in leading analytic workstreams as part of audience analysis / insight projects.
• Strong experience working with research-based data sets and behavioral data (1PD or 3PD as well as web data) to develop custom analyses and and segmentations.
• Proven coding ability: Python and SQL experience highly preferred.
• Expertise with regression models and database scoring.
• Knowledge of data mining, machine learning, and statistical modeling.
• Knowledge of various analysis techniques such as: KMeans clustering, partial correlation, factoring, linear regression, Bayesian Network analysis.
• Comfortable working with first-party data to assess customer data and set requirements for activation/scoring.
• Experience translating research audiences into paid media, first-party databases, or CRM platforms (e.g., Salesforce, Adobe Experience Platform, etc.).
• Experience advising on client data architecture, including CDP and CRM platforms.
• Possess core database marketing knowledge and understanding of direct marketing concepts.
• Comfortable leveraging LLM tools to better automate processes, drive additional insights, and create innovative solutions.
• Working knowledge of Analytics tools such as Salesforce, Adobe Analytics, Adobe Target.
• Experience with data visualization platforms such as PowerBI, Looker Studio, Tableau, DOMO to develop dashboards and draw meaningful insights to tell compelling business stories.
• Experience working on cloud-based platforms CDPs (e.g., Snowflake) is a plus.
• Experience with CX Analytics platforms such as Hotjar, Contentsquare, MS Clarity is a plus.
• Proven experience with segmentation methodologies.
• Experience determining & applying different quantitative methods for solving problems.

Interpersonal skills

• Exceptional written and verbal communication skills with a strong ability to articulate complex data concepts and insights into clear, compelling narratives for both technical and senior business audiences.
• Strong client/team engagement competencies; capable of managing expectations.
• Proficient in interacting with client and vendors service-related activities and people management.
• Ability to communicate with the client to discover potential needs, build demos/POCs, and recommend solutions.
• Lead training team to train users and management from the client side, for platform on-boarding, new features, and functionalities; create user manuals and training documentations.

A leader in personalized customer experiences

VML MAP is a world-leading Centre of Excellence that helps businesses humanize the relationship between the brand and the customer through hyper personalization at scale, marketing automation and CRM. With the brain of a consultancy, the heart of an agency and the power of technology and data, we work with some of the world's most admired brands to help them on their transformation journey to becoming truly customer-centric. Together, we are 1000+ technology specialists, data scientists, strategic thinkers, consultants, operations experts, and creative minds from 55+ nationalities.

A global network

We are part of the global VML network that encompasses more than 30,000 employees across 150+ offices in 60+ markets, each contributing to a culture that values connection, belonging, and the power of differences.

WPP (VML MAP) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. 

For more information, please visit our website, and follow VML MAP on our social channels via Instagram, LinkedIn and X.

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