Associate Director, CRM Analytics

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. This role is responsible for the measurement, reporting, and audience strategy of a Salesforce-powered CRM ecosystem, spanning lifecycle marketing programs across acquisition, retention, loyalty, off-lease, in-market owner, and vehicle-launch communications. The role also supports broader customer experience measurement initiatives across CRM and digital touchpoints , partnering with BI, media, CRM, and client teams to translate CRM performance data into insights and recommendations that inform campaign optimization and audience decisions. The ideal candidate combines Salesforce Marketing Cloud reporting and analysis experience with strong statistical and testing capabilities, an understanding of digital measurement and customer journey analytics , and can present findings to senior client stakeholders in the language of business decisions. CRM Measurement & Reporting • Own measurement and reporting for Mazda's CRM program across email and push channels. • Maintain the CRM measurement framework, including KPIs, customer journey stages, and attribution methodology, in alignment with agency and client stakeholder teams. • Build and maintain data visualizations that make CRM performance clear and actionable for stakeholders. • Develop reporting automation that streamlines recurring deliverables and improves reporting efficiency and consistency. • Deliver recurring performance reporting and ad hoc analysis to client CRM and CX stakeholders. • Partner with digital analytics teams to connect CRM engagement metrics with website behavior and customer journey outcomes. Salesforce Ecosystem & Audience Analytics • Navigate Salesforce Marketing Cloud for reporting and analysis, including locating and working with Data Extensions to source campaign and audience data. • Build SQL-based reporting automation from Marketing Cloud data to support recurring measurement and audience analysis. • Support CDP-related measurement, including behavioral triggers, audience expansion, and activation reporting. • Lead customer segmentation, lifetime-value, and loyalty/defection (churn) analysis to inform audience prioritization. Testing & Experimentation • Design and execute A/B and multivariate tests across CRM and digital programs, from hypothesis through readout. • Design and run holdout and incrementality tests, using control-group methodology to isolate CRM-driven lift. • Apply statistical methods, including regression, hypothesis testing, and forecasting, to validate performance drivers and forecast customer behavior. • Maintain the account's test-and-learn roadmap and translate results into optimization recommendations. Business Intelligence & Stakeholder Reporting • Partner with BI and engineering teams on executive dashboards in Domo, Tableau, and Power BI serving stakeholders across agency and client teams. • Identify insights through analysis of CRM, customer, and website behavioral data, surfacing trends, opportunities, and performance drivers for stakeholders. • Translate analytical output into commercially framed recommendations for senior stakeholders. • Present findings in recurring client meetings and executive readouts. Cross-Functional Collaboration • Collaborate cross-functionally with CRM strategists, developers, and creative teams to inform campaign planning and optimization with data. • Partner with analytics, CRM, media, CX, and technology teams across agency and client organizations. • Guide analytical priorities and delivery standards across supporting analyst resources. • Partner with the Group Director, Customer Experience Measurement & Analytics, to support measurement initiatives across CRM, customer journeys, and digital experiences. Required Qualifications • 5-7+ years of experience in CRM analytics, marketing analytics, digital analytics, or customer analytics. • Experience navigating Salesforce Marketing Cloud for reporting and analysis, including working with Data Extensions. • Advanced SQL, including building automated reporting workflows; working proficiency in Python or R for statistical analysis. • Experience designing and executing A/B, multivariate, and holdout/incrementality tests and applying statistical methods (regression, hypothesis testing, forecasting). • Experience with customer segmentation, CLV, and churn/loyalty analysis. • Proficiency with BI platforms such as Domo, Tableau, or Power BI, including data visualization and reporting automation. • Familiarity with web analytics and customer journey measurement platforms such as Adobe Analytics, Customer Journey Analytics (CJA), Google Analytics, or similar solutions. • Strong communication skills, including presenting analysis to senior client stakeholders. Preferred Qualifications • Experience in automotive or another complex customer-lifecycle business. • Familiarity with CDP measurement and activation reporting. • Experience with attribution modeling and paid media measurement. • Experience analyzing website, CRM, and customer journey data to support optimization recommendations. • Agency experience with executive cli