Director, Data

About the Role

Key Responsibilities

• 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.
• Continuously explore and evaluate new analytic techniques, tools, and data sources, particularly within emerging digital channels, to enhance capabilities and provide cutting-edge solutions for clients. Build Proof-of-Concept (POC) projects to test and validate new approaches.
• Lead the development and execution of analytic strategies to optimize e-commerce performance, including conversion rate optimization, customer journey analysis, and product performance analysis.
• 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.
• Lead analytic efforts for all brand-building and demand-driving initiatives across DTC channels, paid media campaigns, and growth marketing programs.
• Develop and implement analytic strategies to improve customer retention, including churn analysis, customer lifetime value modeling, and loyalty program optimization.
• Lead the development and implementation of omni-channel journey analytics, ensuring proper website tagging and data integration across all touchpoints.
• Design, refine, and execute marketing reporting using systems and tools (e.g., Power BI, Partner Platforms, Google media tools) to provide timely, accurate, and insightful information to marketing leaders. Develop executive dashboards and presentations.
• Consult with marketing leadership internally and with clients to understand strategic goals, conduct data and process analyses, and provide actionable recommendations. Collaborate with digital marketing, demand generation, and other partners to ensure data integrity and availability.

Requirements

• Master's degree preferred in a quantitative field such as Statistics, Mathematics, Economics, Marketing Analytics, or a related discipline.
• 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.
• Deep understanding of digital marketing concepts, including media planning, campaign management, SEO/SEM, social media marketing, and content marketing.
• Expertise in web analytics tools such as Google Analytics and Adobe Analytics.
• Proficiency in data visualization tools such as Power BI, Tableau, or Looker. Experience with Power BI Service and Apps is a strong plus.
• Strong data manipulation and analysis skills using tools like Excel, SQL, or R/Python.
• Excellent communication, presentation, and interpersonal skills, with the ability to effectively communicate complex technical concepts to both technical and non-technical audiences.
• Strong critical thinking skills and an initiative-taking, results-oriented approach.
• Ability to thrive in a fast-paced, dynamic environment.

Nice to Have

• Experience with digital ad technology (ad servers, DSPs, bid management platforms).
• Experience in the advertising agency and/or automotive marketing industry.

Qualifications

• Educational background with a master's degree preferred in a quantitative discipline.

Benefits & Perks

• Competitive salary range of $75,000-$180,000 USD, with individual compensation varying based on location, experience, and qualifications.
• Comprehensive benefits package (details available via WPP Benefits).
• Hybrid work environment with teams in the office an average of four days a week.
• Opportunities for continual learning and skills development.
• A culture that encourages connection, collaboration, and creativity.