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About the Role

We are looking for a Senior CX Strategist to join our London strategy team. This role focuses on bridging the gap between brand promises and customer experiences by connecting CX, CRM, and brand-level thinking. You will use customer insight, creativity, and data to develop strategies that enhance customer experiences and business effectiveness for a range of exciting clients, including major global brands.

Responsibilities

Develop integrated customer experience strategies that connect brand ambition with real customer needs and behaviours.
Identify opportunities to create more seamless, engaging, and valuable experiences across the entire customer journey.
Integrate brand strategy, CRM, digital experiences, and customer engagement for cohesive strategic thinking.
Understand the interplay of various channels and touchpoints, from brand communications and social media to digital, commerce, CRM, and physical experiences.
Guide clients to focus on the broader customer relationship beyond individual campaigns and channels.
Utilize customer research, behavioural insights, data, and market understanding to uncover meaningful opportunities.
Map customer journeys, identify pain points, and understand critical moments.
Translate complex business and customer challenges into clear strategic recommendations and compelling creative briefs.
Develop customer propositions, experience principles, and strategic frameworks to inspire creative and experience design teams.
Challenge existing thinking and introduce fresh perspectives on brand customer engagement.
Collaborate with data and analytics teams to understand customer behaviour and identify growth opportunities.
Develop strategies to improve customer acquisition, engagement, retention, loyalty, and lifetime value.
Define how to measure customer experience effectiveness and link customer outcomes to business performance.
Establish meaningful KPIs and measurement frameworks to demonstrate the impact of strategic recommendations.
Use performance insights to identify successful strategies and areas for improvement.
Partner with Creative, Experience Design, Data, Technology, and Client Services teams to execute strategic thinking into customer experiences.
Write clear, inspiring briefs for creative teams.
Contribute strategic thinking throughout the creative development process, ensuring alignment with customer insight and business objectives.
Connect strategic ambition with practical execution across channels and touchpoints.
Bring curiosity, fresh thinking, and a willingness to challenge the status quo.
Build trusted client relationships, offering thoughtful and informed strategic advice.
Present recommendations clearly and confidently, simplifying complex thinking.
Identify opportunities to develop existing client relationships alongside senior strategists and wider teams.
Contribute to pitches, proactive ideas, and new business opportunities.
Support and mentor junior team members, sharing knowledge to strengthen the strategy team.

Requirements

Combines strategic thinking with genuine curiosity about people, brands, and the experiences that connect them.
Strong understanding of how customer experience, CRM, and brand strategy integrate.
Solid experience in CX, CRM, customer engagement, or integrated strategy, gained within an agency, consultancy, or client-side environment.
Strong understanding of end-to-end customer journeys, including acquisition, conversion, onboarding, engagement, retention, and loyalty.
Ability to connect customer experience thinking with wider brand strategy and business objectives.
Experience developing customer-centric strategies, journey maps, propositions, and creative briefs.
Confidence working with customer data, research, and behavioural insights to inform strategic recommendations.
Understanding of how customer experience can drive measurable business outcomes.
Experience working across multiple channels and touchpoints, including digital, CRM, content, social, and physical experiences.
Strong communication and storytelling skills, with the ability to present strategic thinking to clients and internal teams.
Collaborative approach and ability to work closely with creative, data, technology, and experience specialists.
Genuine interest in how customer behaviours, technology, and emerging trends are changing brand interactions.
Experience working with automotive, FMCG, or other major consumer brands is a plus.
Understanding of retail, dealership, or complex customer journeys is a plus.
Experience contributing to pitches or identifying opportunities for client growth is a plus.
Interest in AI and emerging technologies and their potential to improve customer experiences is a plus.

Skills

CX
CRM
Brand Strategy
Customer Engagement
Integrated Strategy
Customer Journey Mapping
Customer Insight
Data Analysis
Behavioural Insights
Market Understanding
Strategic Recommendations
Creative Brief Development
Customer Propositions
Experience Principles
Strategic Frameworks
Performance Measurement
KPI Development
Creative Collaboration
Communication
Storytelling
Client Relationship Management
Pitch Contribution
Mentoring
AI
Emerging Technologies

Location

London, UK

Work Type

Hybrid

Experience Level

Senior

Benefits

Competitive salary
Access to VML and WPP benefits

About the Company

VML 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.
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.

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.
We welcome applications from people of all backgrounds, and if you need any adjustments or support during the recruitment process, please let us know.
If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.