Group Director, First-Party Data & Loyalty Analytics

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

Benefits offered by this job

Hybrid work model

Job summary

VML is seeking a Group Director of First-Party Data & Loyalty Analytics to lead Ford Rewards and Lincoln Access Rewards analytics. You’ll bridge loyalty data with owner marketing communications, shaping strategies and measurable outcomes. The role sits within the WPP Ford team and partnerships across global units.

The position emphasizes insight and business impact, requiring hands-on analytics, executive storytelling, and cross‑functional leadership in a hybrid setup.

Qualifications

• 10+ years in marketing analytics, CRM analytics, or customer data strategy.
• Hands-on experience with loyalty, retention, or customer lifecycle analytics.
• Fluency in querying and analyzing data with reproducible code (SQL required; Python or R a plus).

Responsibilities

• Own the first-party data agenda and build a measurement framework for loyalty program performance.
• Integrate loyalty data with owner marketing analytics to drive targeting and personalization.
• Lead client engagement, translating findings into actionable guidance for Ford marketing leadership.
• Collaborate with platform and data engineering teams to align data pipelines with business needs.

Skills

SQL

Python

R

Loyalty analytics

Cross-functional

Tools

Adobe Real-Time CDP

Salesforce Marketing Cloud

Job description

VML is seeking a Group Director of First-Party Data & Loyalty Analytics to lead Ford Rewards and Lincoln Access Rewards analytics. You’ll bridge loyalty data with owner marketing communications, shaping strategies and measurable outcomes. The role sits within the WPP Ford team and partnerships across global units.

The position emphasizes insight and business impact, requiring hands-on analytics, executive storytelling, and cross‑functional leadership in a hybrid setup.