VP, CRM analytics

 

Are you excited by the power of data and the potential it holds to solve business problems? Do you want to help world-class brands use marketing and customer data to drive revenue growth and better customer experiences? Are you ready to stand in front of clients and help guide them through the jungle of cloud computing, insights, CRM, advanced analytics, and AI? Join our team as VP, Analytics - CRM/martech and lead our major client’s analytics, data science, BI, insights, CRM measurement, audience strategy, and marketing effectiveness to deliver tangible business impact!

What will your day look like?

As our new VP, Analytics - CRM/martech, you will take on a senior, client-dedicated leadership role that blends analytical depth, business consulting, and cross-functional leadership. Serving as a trusted advisor, you will connect client priorities to the right capabilities across data, CRM, technology, and strategy, and help drive measurable business outcomes. The business needs will occasionally require you to be a “player-coach” where you are hands-on to complete deliverables and meet client requirements in a fast-paced environment.

More specifically, your tasks will include:

Lead Client Analytics & Strategic Advisory

• Own the analytics agenda for the client relationship and align all work to business priorities and measurable outcomes.
• Advise senior stakeholders using data-driven insights across analytics, BI, data science, CRM, audience strategy, testing, and optimization.
• Translate complex signals and technical concepts into clear, actionable recommendations that build confidence with clients, partners, and internal leaders.

Technology, Data & CRM Architecture Enablement

• Shape strategic roadmaps for CRM analytics, first-party data, measurement, audience planning, personalization, and customer intelligence.
• Assess client data landscapes, business requirements, and operating constraints to identify practical opportunities for improvement.
• Partner with technology and enablement teams to deliver scalable, executable solutions.
• Willingness and ability to be “hands-on” as needed to step in, guide, or support deliverables.

Lead Across a Matrixed Organization

• Lead across MAP global teams, WPP agency partners, and capability groups, building alignment through influence rather than direct authority.
• Create clarity around priorities, roles, timelines, and decision-making while maintaining momentum and accountability.
• Help define and optimize effective ways of working for analytics within the broader client operating model.

Advance CRM & Customer Intelligence

• Use first- and third-party data to identify insights, audience opportunities, and performance drivers.
• Inform segmentation, targeting, personalization, customer journeys, and activation readiness.
• Help evolve the client from traditional campaign reporting toward connected customer intelligence and decisioning.

Build Measurement & Innovation Agendas

• Design comprehensive measurement frameworks and learning agendas across CRM, owned, paid, and digital channels.
• Define KPIs, dashboards, reporting structures, and testing approaches (including holdouts, control groups, and incrementality) to improve decision-making.
• Apply advanced analytics, AI, and automation to forecasting, personalization, optimization, and scalable reporting.

Build and Develop Talent

• Build, mentor, and retain a high-performing analytics team, including globally distributed resources.
• Set expectations for quality, consulting excellence, communication, and commercial impact.
• Foster a culture of curiosity, accountability, collaboration, and continuous improvement.

Who are you going to work with?

You will be working closely in projects with a lot of different people with different professions, both inside and outside of VML MAP. As a senior leader, you will collaborate across MAP global teams, WPP agency partners, and capability groups. You will work directly with key stakeholders within the data, marketing, CRM, and IT organizations of our major global automotive client.

Together with our tech and data specialists, client engagement leads, and strategic partners, you will build alignment through influence to put in place data solutions that drive business value in a collaborative work environment with a focus on both professional excellence and having fun on the way.

What do you bring to the table?

You are a senior leader who operates as a strategist, consultant, translator, and team builder. You are client-centered, commercially minded, and collaborative. It is important that you have strong core consulting skills as well as deep analytical experience and technical expertise.

Consulting skills

• Executive Communication: Strong written, verbal, and presentation skills, with the proven ability to advise senior clients and clearly communicate complex topics to stakeholders at all levels of the organization.
• Structured Problem-Solving: The ability to assess complex client data landscapes, identify business requirements, and develop practical, executable solutions.
• Matrix Leadership: The ability to lead through influence rather than direct authority, creating clarity and alignment across matrixed global teams and agency partners.
• Relationship Building: Commercially minded with the ability to build trust and act as a trusted strategic advisor to client stakeholders.

Data experience and expertise

• Deep Subject Matter Expertise: Strong command of CRM, first-party data, customer analytics, marketing measurement, audience strategy, insights, and BI.
• Measurement Frameworks: Proven expertise in designing measurement frameworks, KPI definitions, testing, attribution, dashboards, and optimization models.
• Modern Martech Ecosystems: Familiarity with CDPs, decisioning, identity, marketing automation, or marketing cloud ecosystems.
• Advanced Analytics & AI: Understanding of how to apply advanced analytics, statistical modeling, AI, and automation to forecasting, personalization, and scalable reporting.

Mindset As a person, you are collaborative, curious, and comfortable with the complexity of high-tech dialogues and enterprise-level client solutions. You have the drive and enthusiasm to take the lead in front of the client while possessing the humility to be a "player-coach" when the team needs hands-on support. You strive to help and inspire the client to grow their business by turning complex data into clear business recommendations.

In addition, you have:  

• 15+ years in analytics, including significant leadership and consultative experience in an agency, consultancy, systems integrator, or client-service environment.
• Hands-on experience with tools such as SQL, Python, R, BigQuery, Google Analytics, Salesforce, Adobe, or comparable platforms.
• Ability to be onsite and/or travel 50%+ of the time.
• Preferred: Experience in automotive or another data-rich consumer category (understanding automotive customer journeys, dealership/retail networks, loyalty, and lifecycle marketing).
• Preferred: Local to the Detroit metro area, or open to cities within a 2-hour flight time to Detroit.

 

A leader in personalized customer experiences

VML MAP is a world-leading Centre of Excellence that helps businesses humanize the relationship between the brand and the customer through hyper-personalization at scale, marketing automation and CRM. With the brain of a consultancy, the heart of an agency and the power of technology and data, we work with some of the world's most admired brands to help them on their transformation journey to becoming truly customer centric. Together, we are 1000 + technology specialists, data scientists, strategic thinkers, consultants, operations experts, and creative minds from 55+ nationalities. 

A global network

We are part of the global VML network that encompasses more than 30,000 employees across 150+ offices in 60+ markets, each contributing to a culture that values connection, belonging, and the power of differences.