Marketing Customer Data Strategy Lead

Vertu Motors; Newcastle upon Tyne; Hybrid; GBP 60,000 - 80,000; Full time

Job summary

A leading automotive retailer in the UK is seeking a Marketing Customer Data Strategy Lead to define and maximize the value of marketing data. You will oversee the Data Strategy within Marketing Automation to drive customer engagement and optimize marketing performance. Ideal candidates will have 8-10 years of relevant experience, expertise in data modelling, and strong collaboration skills. This role offers a hybrid working model and a range of benefits including training opportunities.

Benefits

25 days holiday plus bank holidays

Access to online rewards platform

Pension scheme

Enhanced maternity & paternity leave

Hybrid working model

Qualifications

• 8-10 years' experience in marketing data, analytics, or reporting roles.
• Demonstrable success in delivering commercial outcomes through data-led strategies.
• Experience designing and implementing dashboards for senior commercial stakeholders.

Responsibilities

• Define and own the Marketing Data Framework and segmentation approach.
• Lead the Data Mastery pillar to improve data accuracy.
• Establish data quality and compliance standards across platforms.

Skills

Data modelling and BI tools

Integrating Customer Data Platforms

Segmentation design

Predictive modelling

Lifecycle analytics

Education

Degree in Data Science, Marketing Analytics, or related field

Job description

The Marketing Customer Data Strategy Lead is responsible for defining, governing, and maximising the value of marketing data across Vertu Motors. This role leads the Data Strategy & Intelligence workstream within Marketing Automation, ensuring data-driven insights, segmentation, and predictive models are delivered to fuel customer engagement and optimise marketing performance.

Responsibilities

• Define and own the Marketing Data Framework, segmentation approach, and predictive models to maximise customer lifetime value (CLV), order-to-business (OTB), and retention.
• Lead the Data Mastery pillar, using the CDP to identify process deviations and improve data accuracy. Build stakeholder networks to embed better standards and highlight opportunities to improve the accuracy of marketing data and operational effectiveness.
• Establish and maintain data quality, compliance, and integration standards across platforms (CDP, CEP, DMS, Showroom, MarTech).
• Deliver actionable dashboards (CDP SCV), reports, and business intelligence that enable data-led decision-making and accountability.
• Build feedback loops and KPIs into campaigns, ensuring ongoing improvement in funnel efficiency and campaign ROI.
• Partner with Technology (Automation/IT) and Customer Engagement leaders to integrate insights into orchestrated journeys and measurable outcomes.
• Introduce advanced analytics and modelling (LTV, churn, propensity) to scale personalisation and predictive engagement.

Technical & Analytical Skills

• Expert in data modelling and BI tools.
• Proven experience integrating and operationalising Customer Data Platforms.
• Strong capability in segmentation design, predictive modelling, and lifecycle analytics.
• Ability to translate data into clear, compelling business stories.

Qualifications

• 8‑10 years' experience in marketing data, analytics, or reporting roles.
• Demonstrable success in delivering commercial outcomes through data‑led strategies.
• Experience designing and implementing dashboards for senior commercial stakeholders.
• Deep understanding of data governance, compliance, and first‑/zero‑party data strategy.

Core Marketing Skills

• Data‑led, innovative, customer‑focused.
• Strategic thinking, commercial awareness, and ability to align data to business KPIs.

Leadership & Collaboration

• Experienced in leading a data workstream or team.
• Able to influence and collaborate cross‑functionally with Marketing, IT, and Operations.
• Strong communicator with the ability to simplify complexity for varied audiences.

Desirable Criteria

• Automotive sector experience.
• Experience with advanced analytics tools.
• Knowledge of AI‑driven modelling and orchestration.
• CIM qualification.
• Degree in Data Science, Marketing Analytics, or a related field.

Personality & Behavioural Qualities Needed

• Analytical, precise, and innovative thinker.
• Commercially focused storyteller who translates insight into action.
• Strong attention to detail without losing sight of strategic outcomes.
• Positive, solutions‑focused, with a continuous improvement mindset.
• Ambitious for both business success and personal growth.

Benefits

• 25 days holiday rising with length of service plus bank holidays.
• Access to our online rewards platform giving you cash back and discounts for multiple retailers.
• Preferential service rates.
• Colleague purchase scheme.
• Share incentive scheme.
• Pension.
• Enhanced maternity & paternity.
• Hybrid working.

We are proud to be the Motor Retailer who invests more in our colleague's personal development than any other, so if you are successful, you can look forward to on‑going training opportunities that provide you with the right career path, career progression and a range of benefits you would expect from an employer of choice.