{"id":406070,"url":"https://alion.io/job/vml-group-director-analytics-first-party-data-loyalty","title":"Group Director, Analytics-First Party Data & Loyalty","company":{"id":456023,"name":"VML","domain":"vml.com","url":"https://alion.io/company/vml","size_band":"5000+","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Greenhouse","truth_index":{"grade":"B","score":77,"open_postings":94,"ghost_share":0,"stale_share":0.915,"repost_share":0,"time_to_fill_p50_days":53,"computed_at":"2026-10-15T05:46:00Z"}},"role":"Analytics","role_family":"Analytics","seniority":"head","employment_type":null,"work_mode":"hybrid","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Detroit, United States","New York, United States"],"countries":["US"],"hiring_countries":[],"hiring_countries_total":0,"salary":{"min":100000,"max":230000,"currency":"USD","period":"year","gross":null,"usd_annual":230000},"salary_estimate":null,"experience_years_min":10,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"Python","optional":false},{"name":"SQL","optional":false},{"name":"AI Agents","optional":true}],"status":"live","first_seen_at":"2026-08-26T20:58:48Z","employer_posted_date":"2026-09-17","last_verified_at":"2026-10-15T10:27:42Z","board_verified":true,"closed_at":null,"days_open":49,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":49},"description":"Who We Are\nVML 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. \nVML 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. \nFor more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.\nABOUT US\n 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. \nOperated 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. \nThis 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. \nAbout the Role\nThis 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.\nThe 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 closely with other global WPP business units.\nThe emphasis of this role is on insight and business impact rather than reporting volume. Success is measured by the quality of the recommendations produced and their influence on marketing decisions - identifying what matters in the data and translating it into clear, actionable guidance for Ford's marketing leadership.\nWhat You'll Do\nOwn the first-party data agenda\nAnalyze ownership and customer journey data to identify the behavioral patterns that predict loyalty, retention, and customer lifetime value\nWork directly within Ford's first-party data and martech ecosystem - including customer data platforms (e.g., Adobe Real-Time CDP), Salesforce Marketing Cloud, and adjacent identity and audience management tools - to access, structure, and interrogate customer-level data\nAdvise on data architecture and readiness for first-party use cases: unified customer profiles, identity resolution, audience schemas, consent and preference signals, and the data quality required to support them\nBuild and maintain measurement frameworks for loyalty program performance and its downstream effect on owner marketing outcomes\nIdentify opportunities where personalization and targeting performance can be improved through better integration of loyalty and owner marketing data, and quantify the associated business value\nIntegrate loyalty and owner marketing analytics\nServe as the analytical link between Ford Rewards, Lincoln Access Rewards, and owner marketing communications\nDevelop evidence-based recommendations for targeting, message sequencing, and personalization informed by loyalty behavior signals\nTranslate loyalty behavior insights into activation-ready guidance - audience definitions, segmentation logic, suppression rules, and journey triggers - that CRM and platform teams can implement in Salesforce Marketing Cloud and the CDP\nIdentify areas of duplication or misalignment between the loyalty and owner marketing workstreams and drive their resolution\nLead client engagement and strategic narrative\nTranslate analytical findings into clear, compelling narratives that enable marketing executives to make informed decisions\nPresent recommendations directly to Ford marketing stakeholders; this is a client-facing leadership role with regular executive engagement\nSupport Enterprise Solutions with first-party data expertise on broader customer experience and personalization initiatives, and build the delivered-work case for expanded CX investment\nHow You'll Work\nYou will operate at the intersection of several teams:\n WPP Ford Marketing Intelligence - your home team, reporting to the Global Data & Analytics Officer, with proximity to the broader measurement agenda (unified data modeling, MTA/MROI, geographic analysis)\nAudience Intelligence & Martech - partnering on first-party audience strategy, identity, and activation across the martech stack, including the CDP and marketing automation platforms\nFord CRM and loyalty program teams - your primary client stakeholders and the owners of the data assets central to this role\n Platform and data engineering teams - collaborating on data pipelines, schemas, and platform configurations (Adobe Real-Time CDP, Salesforce Marketing Cloud, cloud data environments) so that analytical requirements are reflected in how first-party data is captured, unified, and made available\nAPAC loyalty analytics team - an established WPP team supporting Ford loyalty in the region; you will serve as their domestic counterpart, sharing methodologies and frameworks across markets\nThis role serves as the analytical connective tissue across these groups. Success requires hands-on analytical depth, working fluency in the enterprise martech and customer data platforms where first-party data lives, and executive presence - the ability to conduct rigorous analysis directly, and to present the resulting insights and recommendations credibly to senior marketing stakeholders.\nWhat You'll Bring\nRequired\n10+ years in marketing analytics, CRM analytics, or customer data strategy, with deep hands-on experience in first-party/owned customer data (not primarily ad platform or media data)\nSpecific experience in loyalty, retention, or customer lifecycle analytics - not general-purpose marketing analytics\nFluency querying, joining, and analyzing data with reproducible code (SQL required; Python or R a plus)\nHands-on experience with enterprise customer data and marketing platforms - Adobe Experience Platform / Real-Time CDP, Salesforce Marketing Cloud, or comparable CDP and marketing automation tools - including how customer profiles, identity resolution, segmentation, and activation work within them\nDemonstrated experience building measurement frameworks from raw behavioral or transactional data, not just reporting against existing dashboards\nAbility to connect business and marketing context to data strategy - identifying and prioritizing use cases, asking the questions that matter, and translating findings for executives\nTrack record of presenting analytical findings directly to marketing executives and having those findings change a decision\nExperience working across and influencing matrixed, cross-functional teams, both internally and with clients\nProactive ownership: the initiative to work through ambiguity and drive issues to resolution\nPreferred\nAutomotive or considered-purchase category experience (long consideration cycles, ownership data, dealer/retail hybrid models)\nDirect exposure to loyalty program mechanics - points and rewards structures, tiering, redemption behavior\nExperience within a holding company or agency model, balancing client-facing credibility with internal delivery accountability\nWhat Good Looks Like in 12 Months\nLoyalty program data and owner marketing targeting are demonstrably connected, with at least one measurable change in targeting or sequencing driven by loyalty behavior insight\nFord stakeholders treat you as the default first call on first-party data questions\nYour recommendations have directly changed a marketing decision, with the outcome tracked\nA working operating rhythm exists with the APAC loyalty analytics team, with shared frameworks in use across markets\nThe 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.\n_\n$100,000—$230,000 USD\nWe 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.\nWPP (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. \nWhen you click \"Submit Application\", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. 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