Senior Digital Analyst

twentysix; Dubai; On-site; AED 220,000 - 380,000; Full time

Job summary

VML MENA in Dubai is seeking a Senior Digital Analyst to lead the agency's analytics capability for a major financial services client. You will set measurement strategy, governance, and insights across web and CRM, and mentor a small team of analysts.

The role balances client-facing collaboration with hands-on analytics, dashboard development in PowerBI and Looker Studio, and ongoing exploration of AI-enabled analytics to drive business decisions.

Qualifications

• 7–10 years of experience in digital analytics, with at least 3 years in a senior capacity.
• Hands-on GA4 360 expertise with governance, tagging, data quality, and reporting.
• Experience in financial services or banking (agency or client-side).
• Strong communication and leadership in client-facing settings.

Responsibilities

• Define digital measurement strategy across web and CRM.
• Own GA4 360 governance, tagging standards, and data quality.
• Develop dashboards in PowerBI and Looker Studio to support decisions.
• Lead and mentor a small team of analysts and present to clients.

Skills

GA4 360

GTM

PowerBI

Looker Studio

Clarity/Hotjar

AppsFlyer/Adjust

SQL

Data storytelling

Leadership

Stakeholder mgmt

Education

Bachelor's degree in a related field

Tools

BigQuery

Job description

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.

Senior Digital Analyst

Agency: VML MENAPractice: Data & CRMSector Focus: Financial Services / BankingLevel: Senior (7–10 years’ experience)Location: Dubai, UAE (with collaborative alignment across regional teams, including Beirut)Reporting To: Head of Data & CRM

About VML

At VML, we harness the power of connection to build outstanding brand experiences. We combine brand experience, customer experience, and commerce to drive growth for some of the world’s most prestigious global and regional brands.

The Role

This is a senior analytics leadership hire within VML MENA's Data & CRM practice.

You will own the digital analytics capability across web and CRM for one of the agency’s largest financial services (FS) clients. In this role, you will set the analytical agenda, deliver insights that drive critical business decisions, support and develop a small team of analysts, and champion high-quality analytics across the agency.

You are as comfortable working directly with and presenting to clients as you are with designing, developing, and executing analytics strategies. Alongside this, you will support the Head of Data & CRM in business growth and development, helping the team deliver on broader client projects that extend the scope of our work.

What You'll Do

1. Analytics Leadership

• Define Digital Measurement Strategy: Shape and lead the digital measurement strategy across web and CRM channels for our key financial services client.
• GA4 360 & GTM Governance: Own implementation standards, including tagging schemas, data layer design, data quality verification, and QA protocols.
• Data Storytelling: Translate complex data sets and technical metrics into clear, persuasive narratives for senior client stakeholders and C-suite executives.
• Set the Analytical Agenda: Partner with the Head of Data & CRM to identify critical business questions, designing the technical and analytical solutions required to answer them.

2. Delivery & Execution

• Funnel Analysis: Lead deep-dive analyses of customer acquisition, engagement, conversion, and retention across digital and CRM channels.
• Dashboard Development: Build and maintain interactive, high-impact dashboards in PowerBI and Looker Studio to inform daily and strategic decision-making.
• Technical Troubleshooting: Configure, debug, and optimize GTM, MS Clarity/Hotjar (for UX and behavioral analysis), and AppsFlyer/Adjust (for mobile app attribution) as required.
• A/B Testing & Experimentation: Design, execute, and interpret A/B and multivariate tests with statistical rigor.

3. AI & Innovation

• Deploy AI Agents: Build and deploy AI agents that query, analyze, and visualize data, cutting time-to-insight across the practice.
• Stay Ahead of Tech: Actively track emerging analytics tools and methods, introducing them when they improve what clients can see, measure, or decide.
• Raise the Analytics Bar: Elevate capability internally and with client teams through structured documentation, hands‑on training, and by asking sharper, more strategic questions.

4. People & Clients

• Team Mentorship: Manage and mentor a small team of analysts—setting performance standards, reviewing deliverables, and supporting their professional growth.
• Senior Point of Contact: Act as the lead analytics voice in client meetings, workshops, and strategic reviews.
• Cross-Functional Collaboration: Partner with CRM, strategy, and technology leads to ensure robust measurement is built into digital programs from the very beginning, rather than bolted on at the end.

Technology & Tools

• Web & App Analytics: GA4 360 (required), GTM
• UX Intelligence: Microsoft Clarity and/or Hotjar
• Mobile Attribution: AppsFlyer and/or Adjust
• Visualization: PowerBI, Looker Studio
• AI & Automation: Demonstrated experience building AI agents for data querying, analysis, and visualization

What We're Looking For

Essential Experience:

• 7–10 years of experience in digital analytics, with at least 3 years in a senior capacity.
• Hands-on GA4 360 expertise: Strong background in implementation, debugging, governance, and reporting.
• Industry Focus: Proven experience in financial services or banking (either agency or client-side).
• Commercial Instinct: An innate ability to connect granular analytical findings to high‑level business and commercial outcomes.
• Communication: A clear, direct communicator who can simplify complex technical data.
• Leadership: Demonstrated experience managing or mentoring junior analysts.
• Stakeholder Management: Comfortable in client‑facing settings, including presenting to senior marketing directors and C‑suite stakeholders.

Highly Desirable:

• Experience building AI agents or LLM‑powered tools for data analysis workflows.
• SQL proficiency for working with BigQuery or similar cloud data warehouse environments.
• CRM analytics experience (lifecycle marketing, customer retention, and campaign performance).
• Familiarity with statistical testing: confidence intervals, significance testing, and knowing when not to over‑interpret data.
• Prior advertising or digital agency experience managing multiple client relationships simultaneously.

The Kind of Person You Are

• Curious: You care about what the data actually says, even when it contradicts the brief or initial assumptions.
• Versatile: You are as comfortable running a strategic client workshop as you are writing a technical query.
• Inventive: You actively look for creative ways to solve problems and tackle challenges that haven't been solved before.
• Quality‑Driven: You hold exceptionally high standards, but possess the pragmatism to know when to bend them.
• Enabling: You make the analysts around you better through mentorship, collaborative teaching, and leading by example.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) 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 (NYSE: WPP). For more information,please visit www.vml.com, andfollowalong on Instagram,LinkedIn, and X.