Who We Are

VML, part of WPP, 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 human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML's specialist health network, VML Health, is one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world's leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

Senior Digital Analyst

Agency: VML MENA

Practice: Data & CRM

Sector Focus: Financial Services / Banking

Level: Senior (7–10 years' experience)

Location: Dubai, UAE (with collaborative alignment across regional teams, including Beirut)

Reporting To: Head of Data & CRM

About VML

At VML, we harness the power of connection to build outstanding brand experiences. We combine brand experience, customer experience, and commerce to drive growth for some of the world's most prestigious global and regional brands.

The Role

This is a senior analytics leadership hire within VML MENA's Data & CRM practice.

You will own the digital analytics capability across web and CRM for one of the agency's largest financial services (FS) clients. In this role, you will set the analytical agenda, deliver insights that drive critical business decisions, support and develop a small team of analysts, and champion high-quality analytics across the agency.

You are as comfortable working directly with and presenting to clients as you are with designing, developing, and executing analytics strategies. Alongside this, you will support the Head of Data & CRM in business growth and development, helping the team deliver on broader client projects that extend the scope of our work.

What You'll Do

1. Analytics Leadership

• Define Digital Measurement Strategy: Shape and lead the digital measurement strategy across web and CRM channels for our key financial services client.
• GA4 360 & GTM Governance: Own implementation standards, including tagging schemas, data layer design, data quality verification, and QA protocols.
• Data Storytelling: Translate complex data sets and technical metrics into clear, persuasive narratives for senior client stakeholders and C-suite executives.
• Set the Analytical Agenda: Partner with the Head of Data & CRM to identify critical business questions, designing the technical and analytical solutions required to answer them.

2. Delivery & Execution

• Funnel Analysis: Lead deep-dive analyses of customer acquisition, engagement, conversion, and retention across digital and CRM channels.
• Dashboard Development: Build and maintain interactive, high-impact dashboards in PowerBI and Looker Studio to inform daily and strategic decision-making.
• Technical Troubleshooting: Configure, debug, and optimize GTM, MS Clarity/Hotjar