Director, Data

VML; Detroit (MI); On-site; USD 75,000 - 180,000; Full time

Benefits offered by this job

Competitive benefits package

Opportunities for continual learning

Positive team culture

High visibility within the organization

Job summary

An innovative agency seeks a Director of Marketing Effectiveness & Intelligence to lead analytics strategies that drive client growth. In this pivotal role, you will harness the power of data to optimize marketing performance and enhance customer engagement across various channels. You'll be at the forefront of exploring new analytic techniques and tools, ensuring our clients stay ahead in the digital landscape. If you're a strategic thinker with a passion for data and marketing, this is your chance to make a significant impact in a dynamic and collaborative environment. Join a team that values creativity and innovation, where your contributions will shape the future of marketing.

Qualifications

• 7+ years of experience in marketing analytics, focusing on digital marketing and e-commerce.
• Expertise in web analytics tools and data visualization tools is essential.

Responsibilities

• Develop and implement marketing analytics strategy aligned with client objectives.
• Lead the development of analytic strategies to optimize e-commerce performance.

Skills

Digital Marketing

Data Analysis

E-commerce Analytics

Marketing Strategy

Customer Relationship Management (CRM)

Communication Skills

Critical Thinking

Education

Master's degree in Statistics or related field

Tools

Google Analytics

Adobe Analytics

Power BI

Tableau

SQL

R/Python

Job description

Who We Are:

At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon a century of combined expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse.

Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences. Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work.

THE OPPORTUNITY

Director of Marketing Effectiveness & Intelligence

Could this be you?

Director of Marketing Effectiveness & Intelligence is a critical leadership role within the Marketing Effectiveness and Insights team, responsible for shaping and executing the analytic vision for our clients' awareness/acquisition/growth, and retention strategies. This is an innovation-leading opportunity that requires a deep understanding of digital marketing, a passion for data, and a proven ability to translate complex data into actionable insights. This role will be instrumental in driving business growth for our clients by leveraging data to optimize marketing performance across all channels.

What's in it for you?

1. Ability to make an immediate impact: This role is perfect for a motivated leader looking to jump right in and contribute on day one.
2. Build the Future: Continual learning and skills development are paramount to our team's success.
3. High visibility: We are a very flat organization that encourages an entrepreneurial culture.
4. Fun: Growth is fun! Positive team culture!

What you will do...

1. Strategic Leadership: Develop and implement the overall marketing analytics strategy, aligning with client objectives and industry best practices. Champion a data-driven culture within the agency and with clients.
2. Innovation & Emerging Channels: Continuously explore and evaluate new analytic techniques, tools, and data sources, particularly within emerging digital channels, to enhance our capabilities and provide cutting-edge solutions for clients. Build Proof-of-Concept (POC) projects to test and validate new approaches.
3. E-commerce Analytics: Lead the development and execution of analytic strategies to optimize e-commerce performance, including conversion rate optimization, customer journey analysis, and product performance analysis.
4. Full-Funnel Marketing Analytics: Oversee the measurement and analysis of marketing performance across the entire customer journey, from awareness and acquisition to growth and retention. Develop and implement KPIs and reporting dashboards to track progress and identify opportunities for optimization.
5. DTC, Media & Growth Marketing Analytics: Lead the analytic efforts for all brand-building and demand-driving initiatives across DTC channels, paid media campaigns, and growth marketing programs.
6. Retention Analytics: Develop and implement analytic strategies to improve customer retention, including churn analysis, customer lifetime value modeling, and loyalty program optimization.
7. Omni-Channel Journey Analytics: Lead the development and implementation of omni-channel journey analytics, ensuring proper website tagging and data integration across all touchpoints.
8. Reporting & Insights: Design, refine, and execute marketing reporting using a variety of systems and tools (e.g., Power BI, Partner Platforms, and Google media tools) to provide timely, accurate, and insightful information to marketing business leaders. Develop executive-level dashboards and presentations to communicate key findings and recommendations.
9. Collaboration & Consultation: Consult with marketing leadership, both internally and with clients, to understand their strategic goals and objectives. Identify strategic information needs, conduct data, and process analyses, and provide actionable recommendations. Collaborate with digital marketing, demand generation, and other partners to ensure data integrity and availability.

What it takes...

1. Master's degree preferred in a quantitative field such as Statistics, Mathematics, Economics, Marketing Analytics, or a related discipline.
2. 7+ years of experience in marketing analytics, with a focus on digital marketing, e-commerce, and/or customer relationship management (CRM). Agency experience is a plus.
3. Deep understanding of digital marketing concepts, including media planning, campaign management, SEO/SEM, social media marketing, and content marketing.
4. Expertise in web analytics tools such as Google Analytics and Adobe Analytics.
5. Proficiency in data visualization tools such as Power BI, Tableau, or Looker. Experience with Power BI Service and Apps is a strong plus.
6. Strong data manipulation and analysis skills using tools like Excel, SQL, or R/Python.
7. Experience with digital ad technology (ad servers, DSPs, bid management platforms) is a plus.
8. Excellent communication, presentation, and interpersonal skills, with the ability to effectively communicate complex technical concepts to both technical and non-technical audiences.
9. Strong critical thinking skills and an initiative-taking, results-oriented approach.
10. Ability to thrive in a fast-paced, dynamic environment.
11. Experience in the advertising agency and/or automotive marketing industry is a plus.

The base salary range for this position at the time of this posting is indicated below. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications. We offer a competitive benefits package, click WPP Benefits for more details.

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$75,000-$180,000 USD

At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization-creators, doers, innovators, makers, and thinkers-who drive not just marketing, but meaningful experiences that resonate in every action and interaction.

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