Senior Personalisation Lead

About the role

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML's specialist health network, VML Health, is one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. About WPP WPP is the trusted growth partner for the world's leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company - powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com . We are seeking a dynamic and experienced leader to drive the execution and refinement of our client's personalisation-led growth initiatives . The Personalisation Lead will be responsible for translating overarching optimisation strategies into impactful personalisation programs , cultivating a culture of delivering relevant, tailored experiences , and ensuring measurable business impact through a systematic, data-driven approach focused exclusively on personalisation. This role will operate with a high degree of granularity, directly implementing and optimising the personalisation framework defined by the Optimisation Principal.

Responsibilities

• Lead for Global Personalisation Activities:
• Serve as the lead for all global personalisation activities, overseeing daily operations and tactical direction for the client's personalisation roadmap.
• Develop a deep understanding of the client's business landscape and challenges to identify and drive high-impact, personalisation-based growth opportunities.
• Manage program resources, budgets, and timelines specific to personalisation initiatives, ensuring the successful, on-schedule, and in-scope delivery of dynamic content, segmented experiences, and relevant recommendations.
• Leverage a strong commercial acumen to optimise resource allocation for personalisation efforts, monitor personalisation delivery throughput, and rigorously track the Return on Investment (ROI) of personalisation.
• Contribute to strategic forecasting and provide comprehensive performance reporting on personalisation outcomes and insights.
• Cultivate and maintain robust relationships with client stakeholders, specifically around personalisation planning, content requirements, and data activation across global regions.
• Personalisation Strategy & Execution:
• Champion Personalisation-Led Growth (PLG) across the organisation, fostering a mindset of delivering highly relevant, tailored user experiences through practical application.
• Implement and continuously refine the comprehensive PLG framework, methodologies, and best practices, working within the strategic direction set by the Optimisation Principal.
• Lead cross-functional teams to meticulously design, configure, and analyse personalised experiences, dynamic content, and targeted recommendations that drive key business metrics.
• Develop and scale an infrastructure for continuous segmentation, content delivery, and audience activation, focusing on efficiency and relevance.
• Translate complex data insights derived directly from user behaviour and personalisation performance into actionable strategies that ensure sustained business impact.
• Technical Planning and Personalisation Delivery:
• Architect integrated solutions by understanding the capabilities, limitations, and interoperability of these personalisation-focused technologies, ensuring they are strategically deployed to maximise relevance, conversion, and deliver against growth objectives.
• This is a pivotal role demanding a unique blend of leadership, strategic thinking, deep technical grounding, a

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