Head of Strategy

twentysix; Greater London; On-site; GBP 180,000 - 240,000; Full time

Job summary

VML, a leading global brand strategy practice, is seeking a Global Head of Strategy and Planning based in London. You will shape the long-term vision, partner with the Global Client Lead, and drive data-driven, AI-enhanced strategic initiatives across markets.

This role requires 20+ years of strategic experience, leading diverse global teams, and a proven ability to translate insights into tangible impact for world‑class clients.

Qualifications

• 20+ years of strategic experience in marketing, advertising, or communications, ideally within a global agency network.
• Proven experience leading global brand strategy for large, complex, multinational clients.
• Deep understanding of brand building, consumer insights, cultural trends, and integrated marketing planning.
• Strong commercial acumen and the ability to connect strategic vision to tangible business outcomes.
• Track record of leading and inspiring diverse global teams, balancing strategic direction with creative collaboration.
• Exceptional communicator and storyteller.
• Experience working within or alongside trade, category, and shopper marketing functions is highly advantageous.
• Comfortable operating in fast-paced, matrixed global environments with multiple stakeholders.

Responsibilities

• Own and articulate the global brand vision, ensuring it remains clear, differentiated, and culturally relevant across markets.
• Drive the brand forwards, continually innovating while maintaining brand equity and a 'What’s Next' mentality.
• Synthesize, simplify, and storytell complex strategic and business information into compelling direction for clients and internal teams.
• Champion the adoption of AI tools and platforms to accelerate strategic development.
• Define measurable strategic KPIs aligned with business outcomes and marketing performance.
• Drive data-driven decision making to prioritise and focus initiatives based on insights.

Skills

Strategic leadership

Global brand strategy

Communication

Insight translation

People leadership

Job description

Who We Are

VML 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 award-winning human-first work for clients including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. In 2026, VML was named Campaign’s Global Network of the Year and ranked #2 Creative Network of the Year at Cannes Lions. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.

Global Head of Strategy and Planning

Great brands are built by those who can see around corners — and by those who ensure the business never misses a step. This role is the former.

Working in close partnership with the Global Client Lead, the Director sets the long-term vision and strategic ambition, empowering teams to bring that vision to life brilliantly, every single day.

Location: London, with some potential for travelReports to: Global Client Lead

About the Role

The Global Director of Strategy and Planning will be the strategic architect and visionary leader behind a fast-growing global brand.

This individual will define, articulate, and champion the brand’s strategic vision — helping the brand achieve its ambitious growth objectives while, more importantly, defining what comes next.

The role requires translating complex insights and business objectives into clear, inspiring narratives that drive creativity, consistency, and performance.

Acting as both a strategic leader and a trusted client partner, you will oversee the future of the global brand strategy. You will ensure that every initiative is rooted in insight, guided by purpose, and measured by impact.

You will constantly look to drive the brand forwards, challenging the status quo through informed insights and ideas.

Key Responsibilities

1. Brand Vision and Definition

• Own and articulate the global brand vision, ensuring it remains clear, differentiated, and culturally relevant across markets. Set our “North Star”.

• Continually look to drive the brand forwards, ensuring we constantly innovate and evolve while maintaining brand equity. Maintain a “What’s Next” mentality.

• Synthesize, simplify, and storytell complex strategic and business information into compelling, actionable direction for clients and internal teams.

• Champion the adoption of AI tools and platforms to accelerate strategic development — including synthetic audience testing, AI-powered insight generation, and data collaboration technologies that enable insight without compromising consumer or client privacy.

2. Strategic Ownership

• Define measurable strategic KPIs aligned with business outcomes and marketing performance.

• Ensure strategic focus and priorities are clear. Help the brand focus on what matters.

• Drive data-driven decision making to help prioritise and focus initiatives based on insights.

3. Consumer Obsession

• Be the voice of the consumer in the business. Understand who we are talking to, what drives them, and how we can tailor our approaches accordingly.

• Partner with the insights team to fully understand the business, performance, and consumer behaviours.

• Leverage AI-powered synthetic audiences and Large Marketing Models to unlock consumer understanding at speed and scale, particularly in markets where traditional research is restricted.

4. Partnership & Collaboration

• Act as a senior strategic partner to the client’s global leadership team, providing thought leadership and counsel at the highest level.

• Build deep, trusted relationships across client and agency leadership to enable alignment, collaboration, and innovation.

• Work closely with strategic and account leadership to ensure the vision is actionable and translated into day-to-day project strategies for global, regional, and local teams.

5. Innovation & Thought Leadership

• Be the champion of strategic innovation — exploring new ways to drive brand growth through creativity, data, and cultural intelligence.

• Lead thought leadership initiatives to position the brand at the forefront of industry, and beyond, thinking.

• Drive experimentation with emerging channels, technologies, and methodologies to inspire next-generation marketing strategy.

Key Qualifications & Experience

• 20+ years of strategic experience in marketing, advertising, or communications, ideally within a global agency network.

• Proven experience leading global brand strategy for large, complex, multinational clients.

• Deep understanding of brand building, consumer insights, cultural trends, and integrated marketing planning.

• Strong commercial acumen and the ability to connect strategic vision to tangible business outcomes.

• Track record of leading and inspiring diverse global teams, balancing strategic direction with creative collaboration.

• Exceptional communicator and storyteller.

• Experience working within or alongside trade, category, and shopper marketing functions is highly advantageous.

• Comfortable operating in fast-paced, matrixed global environments with multiple stakeholders.

Leadership Attributes

Visionary

Able to define and inspire long-term brand direction and purpose.

Integrator

Brings together diverse markets, disciplines, and perspectives under one coherent brand strategy.

Collaborator

Builds trusted relationships across teams, geographies, and organisations.

Innovator

Constantly seeks new and better ways to deliver strategic and creative excellence.

Mentor

Develops talent and fosters a culture of curiosity, creativity, and continuous improvement

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.