Group Director, Analytics-First Party Data & Loyalty

The posting, as VML wrote it

Who We Are

VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.

ABOUT US

The WPP l Ford Team is an integrated operating network made up of a dynamic multi-agency ecosystem that serves Ford Motor Company and its many diverse units around the world. This operating team provides a breadth of marketing experience for Ford across Communications, Marketing, Brand and Customer Experience, A.I., Creative, Production, Media, Strategy, Analytics, Commerce & Technology and more.

Operated under a central leadership team, it draws best-in-class talent from leading WPP agencies including VML (Brand & Customer Experience), WPP Media (Media), GTB (Precision Retail Marketing), WPP Production (Brand Design & Production), Zubi & UWG (Multicultural), and Burson (Corporate Communications/ Public Relations), among other key WPP specialists. WPP l Ford team members work in a highly integrated environment, with direct exposure across virtually every discipline of modern marketing.

This role is imbedded within VML agency as part of the WPP network. 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.

About the Role

This role will oversee and advise on Ford's first-party customer data, including ownership history, customer journey behavior, and loyalty program activity across Ford Rewards and Lincoln Access Rewards. This is an increasingly important source of competitive differentiation for Ford — loyalty programs generate rich behavioral signals that can meaningfully improve targeting precision, message sequencing, personalization, and ultimately customer retention and lifetime value.

The Group Director, First-Party Data & Loyalty Analytics will serve as WPP Ford's US subject matter expert for first-party customer data, responsible for building the analytical bridge between Ford's loyalty programs and its owner marketing communications. This is a net-new leadership position, established to create a domestic center of expertise. The role will be part of WPP Ford's Marketing Intelligence team, but partners close
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r agency model, balancing client-facing credibility with internal delivery accountability

What Good Looks Like in 12 Months

• Loyalty program data and owner marketing targeting are demonstrably connected, with at least one measurable change in targeting or sequencing driven by loyalty behavior insight
• Ford stakeholders treat you as the default first call on first-party data questions
• Your recommendations have directly changed a marketing decision, with the outcome tracked
• A working operating rhythm exists with the APAC loyalty analytics team, with shared frameworks in use across markets

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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$100,000 — $230,000 USD

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

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