Senior Personalisation Lead

Who We Are

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  .

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.

What you’ll be doing:

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:

• Lead the technical planning and execution of all personalisation programs, leveraging in-depth knowledge of the underlying technology stack crucial for delivering tailored experiences. This includes, but is not limited to, sophisticated recommendation and personalisation engines, comprehensive analytics suites (for measurement), Content Management Systems (CMSs) (for dynamic content delivery), and Customer Data Platforms (CDPs) (for audience segmentation and activation).
• 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, and exceptional relationship-building.

          Visionary Leadership & Strategic Thinking:

• Lead strategically: Transform complex business challenges into growth-focused optimisation strategies; set ambitious goals, build roadmaps, and understand the market.

• Inspire teams: Act as an influencer, fostering experimentation and continuous improvement; adept at leading, mentoring, communicating across levels, and driving change.

• Champion ELG: Instil an Experimentation-Led Growth mindset, moving beyond basic A/B testing to a systemic, evidence-driven approach with scientific rigor and strong hypothesis generation.

• Global perspective: Navigate diverse market needs, cultural nuances, and regional complexities to implement effective global strategies.

  Deep Technical Expertise & Architectural Acumen:

• Profound knowledge of optimisation technologies and their integration for growth initiatives, including:

  • Experimentation Platforms (e.g., Adobe Target, Optimizely): Advanced features, server/client-side, statistical interpretation.
  • Analytics Suites (e.g., GA4, Adobe Analytics, Amplitude): Advanced segmentation, custom reporting, event tracking.
  • Content Management Systems (CMSs)(e.g., AEM, Sitecore): Personalisation & content delivery support.
  • Customer Data Platforms (CDPs)(e.g., Segment, Tealium): Data ingestion, unification, segmentation, activation.
  • Recommendation & Personalisation Engines (e.g., Dynamic Yield, Braze): Algorithm types, real-time personalisation, integration.

• Design integrated solutions, demonstrating how platforms work together seamlessly for business outcomes.

• Strong understanding of data infrastructure (pipelines, warehousing, governance) related to experimentation.

  Flawless Execution & Program Management:

• Manage large-scale global programs: Meticulous planning, execution, and oversight, ensuring on-time, on-budget delivery.

• Proficiency in agile/waterfall methodologies, resource allocation, and risk management.

• Define and implement efficient processes and repeatable frameworks for experimentation, technical delivery, and reporting.

  Data-Driven Acumen & Commercial Focus:

• Drive data-driven decisions: Leverage insights to identify opportunities, validate hypotheses, measure impact, and recommend strategy.

• Strong analytical skills, statistical understanding for A/B testing, and complex dataset interpretation.

• Sharp commercial acumen: Understand financial implications, tie initiatives to measurable ROI, and proficiency in forecasting & budgeting.

• Excel at performance reporting and compelling storytelling for diverse audiences (technical to executive).

  Exceptional Client & Stakeholder Partnership:

• Build strong global client relationships: Act as a trusted advisor, practicing active listening and expert expectation management.

• Collaborate seamlessly: Work across product, engineering, marketing, and data science teams, influencing without direct authority.

  Overall Attributes:

• Growth-obsessed, highly curious problem-solver who is accountable, results-driven, and possesses a strong systemic view for continuous, measurable impact.

What we can offer you:

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are.

Permanent only:
We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with  Heart , fostering empathy and trust where genuine connections and human-centric work flourish.
We empower your  Brains  for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.
And we champion  Courage , inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.

AT VML Enterprise Solutions

Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands.

We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business.

As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team.

#LI-EMEA #LI-AS1

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.  

VML is a WPP agency (NYSE: WPP). For more information, please visit   , and follow along on  Instagram ,  LinkedIn , and  X .

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