Director, Data

Company: VML South Africa
Location: Minneapolis
Posted on: June 1, 2025

Job Description:

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. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse.
Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences. Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work.
THE OPPORTUNITY
Director of Marketing Effectiveness & Intelligence
Could this be you?
The Director of Marketing Effectiveness & Intelligence is a critical leadership role within the Marketing Effectiveness and Insights team, responsible for shaping and executing the analytic vision for our clients' awareness/acquisition/growth, and retention strategies. This is an innovation-leading opportunity that requires a deep understanding of digital marketing, a passion for data, and a proven ability to translate complex data into actionable insights. This role will be instrumental in driving business growth for our clients by leveraging data to optimize marketing performance across all channels.
What's in it for you?

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• Ability to make an immediate impact: This role is perfect for a motivated leader looking to jump right in and contribute on day one.
  
• Build the Future: Continual learning and skills development are paramount to our team's success.
  
• High visibility: We are a very flat organization that encourages an entrepreneurial culture.
  
• Fun: Growth is fun! Positive team culture!
  
  What you will do---
  
  • 
    
  • Strategic Leadership: Develop and implement the overall marketing analytics strategy, aligning with client objectives and industry best practices. Champion a data-driven culture within the agency and with clients.
    
  • Innovation & Emerging Channels: Continuously explore and evaluate new analytic techniques, tools, and data sources, particularly within emerging digital channels, to enhance our capabilities and provide cutting-edge solutions for clients. Build Proof-of-Concept (POC) projects to test and validate new approaches.
    
  • E-commerce Analytics: Lead the development and execution of analytic strategies to optimize e-commerce performance, including conversion rate optimization, customer journey analysis, and product performance analysis.
    
  • Full-Funnel Marketing Analytics: Oversee the measurement and analysis of marketing performance across the entire customer journey, from awareness and acquisition to growth and retention. Develop and implement KPIs and reporting dashboards to track progress and identify opportunities for optimization.
    
  • DTC, Media & Growth Marketing Analytics: Lead the analytic efforts for all brand-building and demand-driving initiatives across DTC channels, paid media campaigns, and growth marketing programs.
    
  • Retention Analytics: Develop and implement analytic strategies to improve customer retention, including churn analysis, customer lifetime value modeling, and loyalty program optimization.
    
  • Omni-Channel Journey Analytics: Lead the development and implementation of omni-channel journey analytics, ensuring proper website tagging and data integration across all touchpoints.
    
  • Reporting & Insights: Design, refine, and execute marketing reporting using a variety of systems and tools (e.g., Power BI, Partner Platforms, and Google media tools) to provide timely, accurate, and insightful information to marketing business leaders. Develop executive-level dashboards and presentations to communicate key findings and recommendations.
    
  • Collaboration & Consultation: Consult with marketing leadership, both internally and with clients, to understand their strategic goals and objectives. Identify strategic information needs, conduct data, and process analyses, and provide actionable recommendations. Collaborate with digital marketing, demand generation, and other partners to ensure data integrity and availability.
    
    What it takes---
    
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    • Master's degree preferred in a quantitative field such as Statistics, Mathematics, Economics, Marketing Analytics, or a related discipline.
      
    • 7+ years of experience in marketing analytics, with a focus on digital marketing, e-commerce, and/or customer relationship management (CRM). Agency experience is a plus.
      
    • Deep understanding of digital marketing concepts, including media planning, campaign management, SEO/SEM, social media marketing, and content marketing.
      
    • Expertise in web analytics tools such as Google Analytics and Adobe Analytics.
      
    • Proficiency in data visualization tools such as Power BI, Tableau, or Looker. Experience with Power BI Service and Apps is a strong plus.
      
    • Strong data manipulation and analysis skills using tools like Excel, SQL, or R/Python.
      
    • Experience with digital ad technology (ad servers, DSPs, bid management platforms) is a plus.
      
    • Excellent communication, presentation, and interpersonal skills, with the ability to effectively communicate complex technical concepts to both technical and non-technical audiences.
      
    • Strong critical thinking skills and an initiative-taking, results-oriented approach.
      
    • Ability to thrive in a fast-paced, dynamic environment.
      
    • Experience in the advertising agency and/or automotive marketing industry is a plus.
      
      The base salary range for this position at the time of this posting is indicated below. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications. We offer a competitive benefits package.
      $75,000 - $180,000 USD
      At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization-creators, doers, innovators, makers, and thinkers-who drive not just marketing, but meaningful experiences that resonate in every action and interaction.
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Keywords: VML South Africa, St. Paul , Director, Data, Executive , Minneapolis, Minnesota