Senior Personalisation Manager

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 WPP.com.

We are seeking a highly organised and detail-oriented Senior Personalisation Manager to drive the hands-on delivery and execution of our client's personalisation-led growth initiatives. This role is responsible for the precise implementation of defined customer experience enhancement strategies, ensuring personalisation initiatives are configured correctly, deployed effectively, and deliver reliable performance insights. You will operate with a high degree of granularity, directly executing within and contributing to the refinement of the personalisation framework established by the Personalisation Lead. Your primary focus will be on the flawless execution of personalisation initiatives and the reliable delivery of impact to ensure measurable business value through a systematic, data-driven approach. 

What you’ll be doing: 

Execution of Global Personalisation Activities: 

• Manage the day-to-day operations and execute the tactical direction for the client's global personalisation roadmap, ensuring initiatives are launched and monitored effectively. 

• Utilise your understanding of the client's business landscape and challenges to support the execution of high-impact, personalisation-based growth opportunities identified by the Personalisation Lead. 

• Manage project timelines, dependencies, and resources specific to personalisation initiatives, ensuring the successful, on-schedule, and in-scope delivery of personalisation campaigns and customer insight agendas. 

• Execute resource allocation for personalisation initiatives, monitor throughput, and rigorously track the Return on Investment (ROI) of personalisation within established guidelines. 

• Prepare and provide comprehensive performance reporting on personalisation outcomes and insights for the Personalisation Lead and relevant stakeholders. 
• Maintain robust relationships with client stakeholders, focusing on clear communication regarding personalisation planning, execution status, and results across global regions. 

Personalisation Implementation & Operations: 

• Apply the principles of Personalisation-Led Growth (PLG) across the organisation through practical, hands-on application, fostering a mindset of continuous learning and data-driven execution. 

• Execute within and contribute to the continuous refinement of the comprehensive PLG framework, methodologies, and best practices, as directed by the Personalisation Lead. 

• Collaborate with cross-functional teams to meticulously design, configure, execute, and rigorously analyse personalisation initiatives that drive key business metrics. 

• Operate and contribute to scaling the infrastructure for continuous personalisation, learning, and iteration, focusing on efficiency and velocity of personalisation delivery. 

• Translate complex data insights derived directly from personalisation initiatives into clear findings and actionable recommendations for the Personalisation Lead. 

 

Technical Delivery & Platform Execution: 

• Execute the technical planning, configuration, and launch of all personalisation programs, leveraging in-depth knowledge of the underlying technology stack crucial for dynamic content delivery and audience targeting. This includes, but is not limited to, advanced personalisation platforms, comprehensive analytics suites (for measurement), and Customer Data Platforms (CDPs) (for audience segmentation). 

• Implement and configure integrated solutions by understanding the capabilities, limitations, and interoperability of these personalisation-focused technologies, ensuring they are strategically deployed to maximise velocity, accuracy, and deliver against growth objectives. 

 

What we want from you: 

This role demands a unique blend of technical expertise, meticulous execution, and strong communication skills. 

Deep Technical Expertise & Operational Acumen: 

• Knowledge of customer experience technologies, including their capabilities and limitations. This includes: 

• Personalisation Platforms: (e.g., Adobe Target, Optimizely, Braze) - understanding advanced features, server-side vs. client-side content delivery and targeting, and performance interpretation for setup and analysis. 

• Analytics Suites: (e.g., Google Analytics 4, Adobe Analytics, Amplitude) - knowing how to implement advanced segmentation, custom reporting, and effective event tracking for personalisation measurement. 

• Content Management Systems (CMSs): (e.g., Adobe Experience Manager, Sitecore) - understanding how they support dynamic content delivery and personalisation. 

• Customer Data Platforms (CDPs): (e.g., Segment, Tealium) - familiarity with data ingestion, unification, segmentation, and activation for audience targeting and dynamic personalisation. 

• A strong understanding of data infrastructure and operations, particularly data pipelines, warehousing, and governance related to personalisation, to ensure data quality for personalisation initiatives. 

Flawless Execution & Program Management: 

• Adept at managing and executing projects, meticulously planning, configuring, launching, and overseeing multiple, complex global personalisation initiatives, always ensuring on-time and in-scope delivery. 

• Proficiency in agile or waterfall methodologies, resource allocation, dependency management, and risk mitigation specific to personalisation projects. 

• Instrumental in implementing and contributing to the optimisation of efficient processes, creating and refining repeatable frameworks for personalisation setup, technical delivery, and reporting. 

Data-Driven Acumen & Commercial Awareness: 

• Embodies data-driven decision-making, leveraging insights derived from personalisation initiatives to inform recommendations and measure impact. This includes strong analytical skills, an understanding of performance metrics and their statistical significance for personalisation efficacy, and the ability to interpret complex datasets from personalisation performance. 

• Understands the commercial implications of your work, consistently tying technical delivery and personalisation impact back to measurable business value and tracking Return on Investment. 

• Proficiency in ROI calculation and performance reporting. 

• Excels at performance reporting and communicating complex results and insights clearly and compellingly to diverse audiences. 

Exceptional Client & Stakeholder Partnership: 

• Success in this role hinges on building and maintaining strong working relationships with key client stakeholders across all levels and global regions. You will be a trusted partner in execution, practicing active listening and expert expectation management around personalisation initiative delivery. 

• Collaborates effectively across functions internally. You'll work seamlessly with product, engineering, marketing, and data science teams, ensuring smooth execution and fostering a truly collaborative environment. 

Overall, we're seeking a highly organised, accountable, and results-driven individual with a strong systemic view, understanding how all the pieces fit together to ensure continuous, measurable impact through expertly executed personalisation initiatives. 

What we can offer you:

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are.

Permanent only:
We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish.
We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.
And we champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.

AT VML Enterprise Solutions

Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands.

We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business.

As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team.

#LI-EMEA #LI-AS1

WPP (VML Enterprise Solutions) 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. 

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X. 

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