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About the Role

This role will oversee and advise on Ford's first-party customer data, including ownership history, customer journey behavior, and loyalty program activity. The 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. Success is measured by the quality of the recommendations produced and their influence on marketing decisions.

Responsibilities

Own the first-party data agenda
Analyze ownership and customer journey data to identify the behavioral patterns that predict loyalty, retention, and customer lifetime value
Work directly within Ford's first-party data and martech ecosystem to access, structure, and interrogate customer-level data
Advise on data architecture and readiness for first-party use cases
Build and maintain measurement frameworks for loyalty program performance and its downstream effect on owner marketing outcomes
Identify opportunities where personalization and targeting performance can be improved through better integration of loyalty and owner marketing data, and quantify the associated business value
Integrate loyalty and owner marketing analytics
Serve as the analytical link between Ford Rewards, Lincoln Access Rewards, and owner marketing communications
Develop evidence-based recommendations for targeting, message sequencing, and personalization informed by loyalty behavior signals
Translate loyalty behavior insights into activation-ready guidance
Identify areas of duplication or misalignment between the loyalty and owner marketing workstreams and drive their resolution
Translate analytical findings into clear, compelling narratives that enable marketing executives to make informed decisions
Present recommendations directly to Ford marketing stakeholders
Support Enterprise Solutions with first-party data expertise on broader customer experience and personalization initiatives

Requirements

10+ years in marketing analytics, CRM analytics, or customer data strategy, with deep hands-on experience in first-party/owned customer data
Specific experience in loyalty, retention, or customer lifecycle analytics
Fluency querying, joining, and analyzing data with reproducible code (SQL required; Python or R a plus)
Hands-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
Demonstrated experience building measurement frameworks from raw behavioral or transactional data
Ability to connect business and marketing context to data strategy
Track record of presenting analytical findings directly to marketing executives and having those findings change a decision
Experience working across and influencing matrixed, cross-functional teams, both internally and with clients
Proactive ownership: the initiative to work through ambiguity and drive issues to resolution
Automotive or considered-purchase category experience (preferred)
Direct exposure to loyalty program mechanics (preferred)
Experience within a holding company or agency model (preferred)

Skills

First-party data
Customer data strategy
Loyalty analytics
Retention analytics
Customer lifecycle analytics
SQL
Python
R
Adobe Experience Platform / Real-Time CDP
Salesforce Marketing Cloud
CDP
Marketing automation
Customer profiles
Identity resolution
Segmentation
Activation
Measurement frameworks
Behavioral data analysis
Transactional data analysis
Data strategy
Executive communication
Cross-functional team collaboration
Client engagement
Problem-solving

Location

Work Type

Hybrid

Experience Level

10+ years

Salary/Compensations

$100,000—$230,000 USD

Benefits

Competitive benefits package

About the Company

VML 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 award-winning human-first work for clients including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's.
In 2026, VML was named Campaign’s Global Network of the Year and ranked #2 Creative Network of the Year at Cannes Lions.
VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.
VML 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.
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.
Operated 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.
This 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.

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.