Associate Director, Data Strategy

1474 - Associate Director, Data Strategy

Role Summary and Impact

Join an award-winning team at the heart of UK government, where your work will genuinely shape lives. As part of WPP 650 you’ll be part of a supportive, collaborative environment that values curiosity, kindness, and growth. Together, we use behaviour change principles to design smarter services, influence better decisions, and help millions of people across the country.

Named WPP 650, after the 650 UK parliamentary constituencies, the name is a reminder that our work must reflect the full breadth of the country, every community, every audience. No two days are the same. The challenges are complex, the problems worth solving, and the learning constant. You’ll tackle issues that matter, alongside talented colleagues who care deeply about what they do. It’s demanding – but always rewarding.

This is meaningful work with real-world impact – the kind you can point to with pride.

About our Data, Tech and Analytics Division

We’re on a mission to transform marketing by building the fastest, most connected data platform that bridges marketing strategy to scaled activation. We work with agencies and clients to transform the value of data by bringing together technology, data and analytics capabilities. We deliver this through Open, an AI-enabled media and data platform for the next era of advertising.

Our UK Data, Tech and Analytics capabilities are central to our success, empowering WPP Media’s clients with a full range of services that deliver tangible impact. This Senior Manager role is a key position within our dedicated offering for the UK Government, providing critical support to the Data Strategy specialism.

Position Overview

Reporting to the VP, Data Strategy for the UK Government Account, the Senior Manager, Data Strategy plays a critical role in executing and operationalising the comprehensive data strategy for this key client. You will be a hands-on expert, working across all departments and campaigns, directly supporting the VP and acting as a primary driver for the implementation of advanced data solutions. This role involves translating strategic vision into tangible data applications, leveraging WPP's proprietary platforms, and ensuring the ethical and effective use of data to achieve the UK Government's communication objectives across all areas of responsibility.

Skills and Experience

Data Strategy Execution & Client Enablement

• Proactively analyse complex data sets to uncover behavioural barriers and drivers, transforming data into compelling narratives and actionable insights for GCS planning and campaign optimisation.
• Design and develop detailed audience architectures and segmentation models, establishing rules for effective audience targeting, suppression, and frequency capping across campaigns.
• Develop integrated journey plans that seamlessly connect paid media strategies with the UK Government’s owned channels, leveraging platform capabilities.
• Provide expert consultation on AdTech and MarTech usage, architecting and overseeing the integration of Government-owned, WPP proprietary, and third-party applications.

Platform & Partnership Activation

• Drive the implementation and operationalisation of Open Intelligence (OI) and the UK Private Data Network (PDN) for the GCS in the UK.
• Lead the identification and secure activation of the UK Government’s first-party data within the InfoSum environment, ensuring usability for media activation.
• Manage the integration and maximisation of data from strategic partners (e.g., YouGov) within WPP platforms for GCS campaigns.
• Oversee the availability and integration of all relevant GCS data within WPP’s Open Media Studio, ensuring it powers key analytical and activation tools.
• Translate strategic objectives into clear use cases and requirements for Agentic AI, guiding the development of personas and agents to deliver actionable insights for the UK Government.

Data Governance, Ethics & Innovation

• Ensure rigorous adherence to the data governance framework for all ‘government-owned’ data used in media activation, managing relevant data protection processes and contributing to ethical discussions.
• Actively research and pilot new data sets and innovative technology solutions to drive continuous improvement and maintain the UK Government’s leadership in data-driven advertising.

Cross-Functional Collaboration

• Collaborate with analytics teams to design and implement predictive audience models and A/B testing frameworks to enhance audience accuracy and marketing effectiveness.
• Work closely with the wider Data, Tech & Analytics team, client service, and media activation teams to ensure seamless integration and delivery of data-driven solutions.

Skills and Experience Required

• Experience in data strategy, with a significant portion in a hands-on capacity within a media agency, consultancy, or client-side marketing organisation.
• Proven experience in executing sophisticated data strategies that directly influence media planning and drive measurable outcomes, ideally for public sector or highly regulated clients.
• Demonstrable expertise in audience architecture, segmentation, and leveraging data to build actionable audience targeting, suppression, and frequency capping rules.
• Deep, practical knowledge of the data and technology ecosystem, including data clean rooms (InfoSum preferred), DMPs/CDPs, and proprietary agency platforms (e.g., WPP’s Open Media Studio).
• Strong strategic understanding of AdTech/MarTech and hands-on experience in consulting on technology integration and usage.
• Strong client communication skills with the ability to articulate complex data concepts in a clear, compelling manner, supporting senior client engagements.
• Strong knowledge and practical experience with data governance, privacy regulations (especially GDPR), and the ethical considerations of data use in a sensitive environment.
• Innovative mindset with a strong ability to apply strategic thinking to practical challenges, particularly regarding the application of emerging technologies like Agentic AI.
• Ability to work effectively in a fast-paced environment and collaborate seamlessly across cross-functional teams.

Life at WPP Media & Benefits

Our passion for shaping the next era of media is powered by our commitment to Be Extraordinary, investing in our employees to inspire transformational creativity. We also Lead Optimistically, firmly believing in and Championing Growth and Development for every individual. This commitment allows WPP Media employees to leverage the extensive global WPP Media & WPP networks to pursue their passions, build vital professional connections, and learn at the cutting edge of marketing and advertising.

We Create an Open environment built on trust and respect, where everyone feels they belong and has opportunities to progress. This inclusive culture is fostered through a variety of employee resource groups and frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our comprehensive benefits package reflects this commitment, including competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days.

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We believe the best work happens when we're together, fostering creativity, collaboration, and connection in this open and supportive environment. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

Please note this is a UK based role and requires individuals to have the right to work in this location

Please read our Privacy Notice (https://www.wppmedia.com/pages/privacy-policy) for more information on how we process the information you provide.

While we appreciate all applications received, only those candidates selected for an interview will be contacted.

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