Senior Experimentation 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 experimentation-led growth initiatives. The Experimentation Lead will be responsible for translating overarching optimisation strategies into robust experimentation programs, cultivating a culture of rigorous testing and learning, and ensuring measurable business impact through a systematic, data-driven approach focused exclusively on experimentation. This role will operate with a high degree of granularity, directly implementing and optimising the experimentation framework defined by the Optimisation Principal.

Responsibilities

• Lead for Global Experimentation Activities:
• Serve as the lead for all global experimentation activities, overseeing daily operations and tactical direction for the client's testing roadmap.
• Develop a deep understanding of the client's business landscape and challenges to identify and drive high-impact, experimentation-based growth opportunities.
• Manage program resources and timelines specific to experimentation initiatives, ensuring the successful, on-schedule, and in-scope delivery of tests and learning agendas.
• Leverage a strong commercial acumen to optimise resource allocation for experiments, monitor testing throughput, and rigorously track the Return on Investment (ROI) of experimentation.
• Contribute to strategic forecasting and provide comprehensive performance reporting on experimentation outcomes and insights.
• Cultivate and maintain robust relationships with client stakeholders, specifically around experimentation planning, execution, and results across global regions.
• Experimentation Strategy & Execution:
• Champion Experimentation-Led Growth (ELG) across the organisation, fostering a mindset of continuous learning and data-driven decision-making through practical application.
• Implement and continuously refine the comprehensive ELG framework, methodologies, and best practices, working within the strategic direction set by the Optimisation Principal.
• Lead cross-functional teams to meticulously design, execute, and rigorously analyse experiments that drive key business metrics.
• Develop and scale an infrastructure for continuous testing, learning, and iteration, focusing on efficiency and velocity.
• Translate complex data insights derived directly from experiments into actionable strategies that ensure sustained business impact.
• Technical Planning and Experimentation Delivery:
• Architect integrated solutions by understanding the capabilities, limitations, and interoperability of these experimentation-focused technologies, ensuring they are strategically deployed to maximise testing velocity, accuracy, and deliver against growth objectives.
• What we want from you:
• This is a pivotal role demanding a unique blend of leadership, strategic thinking, deep technical grounding, and exceptional relationship-building.
• Visionary Leadership & Strategic Thinking
• We need someone who can chart a clear course, transforming complex business challenges into actionable, growth-focused optimisation strategies. This involves setting ambitious goals, building strategic roadmaps, and understanding the market landscape.
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