Group Director, Analytics-First Party Data & Loyalty

Who We Are

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. 

For more information, please visit www.vml.com and follow along on  LinkedIn #WeAreVML.

ABOUT US

 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. 

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 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.