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About the Role

We are looking for a Senior Digital Insight Analyst & CRO to join our Data & Marketing team. In this role, you will lead the analysis of user behaviour across complex, multi-market digital environments—identifying key optimization opportunities and defining data-driven strategies to elevate user experiences and boost conversion performance.

Responsibilities

• Lead funnel and behavioral analysis across digital touchpoints, collaborating closely with CRO and product teams to design, run, and evaluate experimentation initiatives (A/B testing, incrementality analysis, and heuristic reviews).
• Perform statistical analyses and leverage AI capabilities to accelerate insight generation, separating signal from noise to understand the business impact of optimization efforts.
• Design, maintain, and present intuitive performance dashboards, measurement frameworks, and executive reports featuring key behavioural findings and strategic recommendations.
• Partner with Analytics Engineering and Data teams to define robust KPIs and ensure high tracking quality and data consistency.
• Provide guidance and support to junior analysts within the team.

Requirements

• Strong background in digital analytics, behavioural analytics, or CRO, with hands-on experience navigating complex environments and engaging with multiple stakeholders.
• Proficient with modern analytics tools (e.g., Google Analytics 4, Amplitude).
• Skilled with BI platforms (Tableau, Power BI, Looker).
• Basic-to-intermediate SQL knowledge is a strong plus.
• Deep understanding of digital journeys, conversion funnels, testing methodologies, and statistical analysis to evaluate incrementality.
• Ability to translate complex datasets into actionable business recommendations through clear communication and compelling data storytelling.
• A curious, business-oriented approach with an active interest in leveraging AI to enhance data exploration and insight generation.

Skills

• Digital analytics
• Behavioral analytics
• CRO
• Google Analytics 4
• Amplitude
• Tableau
• Power BI
• Looker
• SQL
• Statistical analysis
• Data storytelling
• AI

Location

• Kansas City
• New York
• Detroit
• London
• São Paulo
• Shanghai
• Singapore
• Sydney

Work Type

• Hybrid

Experience Level

• Senior

Benefits

• 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

About the Company

• 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.
• 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.
• 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.

Equal Opportunity

• 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.