Group Director, First-Party Data & Loyalty Analytics

VML; Detroit (MI); Hybrid; USD 100,000 - 230,000; Full time

Job summary

VML, part of WPP Ford Marketing Intelligence, seeks a Group Director, First‑Party Data & Loyalty Analytics to lead Ford’s US loyalty analytics, customer data ownership, and owner marketing integration. You will build measurement frameworks, guide data architecture, and translate insights into executive-ready recommendations that drive loyalty and lifetime value.

You’ll work across Ford Rewards and Lincoln Access Rewards, partner with CRM and martech teams, and present strategic narratives to

Qualifications

• 10+ years in marketing analytics, CRM analytics, or customer data strategy.
• Experience with loyalty, retention, or customer lifecycle analytics.
• Fluency querying and analyzing data with reproducible code.

Responsibilities

• Translate analytical findings into clear, executive-ready narratives for marketing leadership.
• Lead client engagement with Ford stakeholders and cross‑functional teams.
• Develop measurement frameworks for loyalty program performance and impact on owner marketing.
• Collaborate on data architecture, identity resolution, and audience schemas.
• Drive prioritization of use cases and translate insights into activation-ready guidance.

Skills

Marketing analytics

CRM analytics

First‑party data

SQL

Python or R

Executive communication

Cross-functional collaboration

Data storytelling

Tools

Adobe Real-Time CDP

Salesforce Marketing Cloud

Adobe Experience Platform

Job description

VML, part of WPP Ford Marketing Intelligence, seeks a Group Director, First‑Party Data & Loyalty Analytics to lead Ford’s US loyalty analytics, customer data ownership, and owner marketing integration. You will build measurement frameworks, guide data architecture, and translate insights into executive-ready recommendations that drive loyalty and lifetime value.

You’ll work across Ford Rewards and Lincoln Access Rewards, partner with CRM and martech teams, and present strategic narratives to