Senior Digital Analyst

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 . Senior Digital Analyst Agency: VML MENA Practice: Data & CRM Sector Focus: Financial Services / Banking Level: Senior (7-10 years' experience) Location: Dubai, UAE (with collaborative alignment across regional teams, including Beirut) Reporting To: Head of Data & CRM About VML At VML, we harness the power of connection to build outstanding brand experiences. We combine brand experience, customer experience, and commerce to drive growth for some of the world's most prestigious global and regional brands. This is a senior analytics leadership hire within VML MENA's Data & CRM practice. You will own the digital analytics capability across web and CRM for one of the agency's largest financial services (FS) clients. In this role, you will set the analytical agenda, deliver insights that drive critical business decisions, support and develop a small team of analysts, and champion high-quality analytics across the agency. You are as comfortable working directly with and presenting to clients as you are with designing, developing, and executing analytics strategies. Alongside this, you will support the Head of Data & CRM in business growth and development, helping the team deliver on broader client projects that extend the scope of our work.

Responsibilities

• Analytics Leadership
• Define Digital Measurement Strategy: Shape and lead the digital measurement strategy across web and CRM channels for our key financial services client.
• GA4 360 & GTM Governance: Own implementation standards, including tagging schemas, data layer design, data quality verification, and QA protocols.
• Data Storytelling: Translate complex data sets and technical metrics into clear, persuasive narratives for senior client stakeholders and C-suite executives.
• Set the Analytical Agenda: Partner with the Head of Data & CRM to identify critical business questions, designing the technical and analytical solutions required to answer them.
• Delivery & Execution
• Funnel Analysis: Lead deep-dive analyses of customer acquisition, engagement, conversion, and retention across digital and CRM channels.
• Dashboard Development: Build and maintain interactive, high-impact dashboards in PowerBI and Looker Studio to inform daily and strategic decision-making.
• Technical Troubleshooting: Configure, debug, and optimize GTM, MS Clarity/Hotjar (for UX and behavioral analysis), and AppsFlyer/Adjust (for mobile app attribution) as required.
• A/B Testing & Experimentation: Design, execute, and interpret A/B and multivariate tests with statistical rigor.
• AI & Innovation
• Deploy AI Agents: Build and deploy AI agents that query, analyze, and visualize data, cutting time-to-insight across the practice.
• Stay Ahead of Tech: Actively track emerging analytics tools and methods, introducing them when they improve what clients can see, measure, or decide.
• Raise the Analytics Bar: Elevate capability internally and with client teams through structured documentation, hands-on training, and by asking sharper, more strategic questions.
• People & Clients
• Team Mentorship: Manage and mentor a small team of analysts-setting performance standards, reviewing deliverables, and supporting their professional growth.
• Senior Point of Contact: Act as the lead analytics voice in client meetings, workshops, and strategic reviews.
• Cross-Functional Collaboration: Partner with CRM, strategy, and technology leads to ensure robust measurement is built into digital programs from the very beginning, rather than bolted on at the end.
• Technology & Tools

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