Digital Analytics Director

 

About WPP Media

WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.

At WPP Media, we believe in the power of our culture and our people. It’s what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media’s shared core values:

• Be Extraordinary by Leading Collectively to Inspire transformational Creativity.
• Create an Open environment by Balancing People and Client Experiences by Cultivating Trust
•  Lead Optimistically by Championing Growth and Development to Mobilize Enterprise.

About Choreograph: A Leading WPP Media Brand

Choreograph is WPP’s global data products and technology company. 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 the Open Media Studio, an AI-enabled media and data platform for the next era of advertising. We’re endlessly curious. Our team of thinkers, builders, creators and problem solvers are over 1,000 strong, across 20 markets around the world.

Role Summary and Impact

We are seeking a visionary and highly experienced Digital Analytics Director to lead and define the strategic direction for website and mobile app analytics within our organization, directly impacting top-tier brands. This leadership role will be responsible for building and scaling end-to-end digital analytics capabilities across websites and mobile applications, enabling a unified and holistic understanding of user behavior across platforms. You will own the analytics strategy and roadmap, delivering executive-level insights, guiding product, media, and marketing teams, and establishing best practices for scalable, future-ready measurement frameworks.

Skills and Experience:

The Director will play a pivotal role in translating complex cross-platform performance data, customer journeys, and behavioral insights into actionable business strategies and measurable KPIs. You will work closely with data engineering, product, CRM, media, and marketing leadership to deliver transformative insights, advanced experimentation programs, and robust reporting solutions built on modern data architectures.

• Lead, develop, and inspire a high-performing digital analytics team across web and mobile, setting a clear vision, defining roles and responsibilities, and establishing best-in-class ways of working. This includes hiring and onboarding top talent, coaching team members through regular feedback and career development planning, fostering a strong culture of collaboration and ownership, and ensuring the team continuously evolves its skills in line with emerging analytics technologies, modern data platforms, and business needs.
• Define and lead the strategic vision for web and mobile app analytics, including comprehensive tracking frameworks, advanced tagging/event architectures, and robust QA processes (e.g., GA4, Firebase, server-side tracking, MMPs such as Adjust or Appsflyer).Establish and govern enterprise-wide key performance metrics (KPIs) and benchmarks across the entire app lifecycle, from acquisition to retention, ensuring alignment with broader business objectives.
• Establish and govern enterprise-wide KPIs and measurement standards across the full digital customer lifecycle — from acquisition and engagement to conversion, retention, and lifetime value — ensuring strong alignment with business objectives.
• Drive the transformation of complex web and app behavioral data into actionable insights and strategic recommendations that influence product development, media investment, strategies, and overall business growth
• Oversee the development and standardization of advanced dashboards, self-service reporting platforms, and automated intelligence systems utilizing tools like Looker Studio, BigQuery, Tableau, or other BI tools, ensuring data integrity and accessibility for diverse stakeholders.
• Partner closely with data engineering teams to define data models, event schemas, data quality standards, and governance frameworks that enable reliable, analysis-ready datasets across platforms.
• Direct the in-depth analysis and optimization of user funnels, critical drop-off points, and feature adoption to drive significant improvements in app UX, engagement, and conversion rates.
• Lead the development and evolution of attribution models and cross-channel measurement frameworks, providing a holistic view of customer value across web, app, and media touchpoints. Lead the conceptualization, development, and implementation of sophisticated attribution models and cross-channel measurement frameworks that provide a holistic view of customer value.
• Act as a thought leader by staying ahead of emerging analytics technologies, privacy regulations (e.g., consent, server-side tracking), and industry best practices, ensuring future-proof measurement strategies.
• Manage complex stakeholder relationships, translating technical and analytical insights into clear, compelling business narratives for executive audiences.

 

Qualifications:

 

• Exceptional understanding of mobile UX principles, advanced KPIs, and complex customer journey mapping within mobile ecosystems.
• Demonstrated ability to effectively communicate, present, and influence C-suite and senior stakeholders with data-driven narratives and strategic recommendations.
• Superior English communication, presentation, and interpersonal skills with a proven ability to foster collaboration and drive consensus across global teams.
• Significant and demonstrable experience in the retail or e-commerce industry, with a clear understanding of its unique challenges and opportunities in mobile space, is highly preferred.
• Experience in building, managing, and mentoring a team of analytics professionals.
• Advanced proficiency in SQL, Big Query, and other data warehousing/querying platforms is essential. Experience with data visualization tools (Looker Studio, Tableau, Power BI) and familiarity with scripting languages (Python/R) for advanced analytics is highly desirable.
• Proven expertise with enterprise analytics platforms such as GA4, Firebase, MMPs (Adjust, Appsflyer) and related measurement ecosystems, including their strategic and technical trade-offs.
• 8+ years of progressive experience in digital analytics, with a n experience of leading mobile app analytics initiatives at scale.

   

  
  

   

  
  

   

  
  

  Why Join Us?

  
  
• Lead and define the strategic direction for analytics for some of the world's leading brands, making a direct and measurable impact on their growth trajectory.
• Pioneer and expand Choreograph’s analytics center of excellence, specifically within the critical domain of mobile apps, within the broader WPP Media network.
• Innovate with cutting-edge analytics technologies and leverage vast, complex retail app data sets to uncover unprecedented insights.
• Drive global best practices and collaborate at an executive level with international teams, shaping the future of analytics across diverse markets.
• Thrive in a dynamic, hybrid work environment, where you will lead and mentor a team, fostering a culture of continuous learning, innovation, and strategic impact.

   

  
  

  Life at WPP Media & Benefits

  
  

  Our passion for shaping the next era of media includes investing in our employees to help them do their best work, and we’re just as committed to employee growth as we are to responsible media investment. WPP Media employees can tap into the global WPP Media & WPP networks to pursue their passions, grow their networks, and learn at the cutting edge of marketing and advertising. We have a variety of employee resource groups and host frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our benefits include 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 are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodation or flexibility, please discuss this with the hiring team during the interview process.

  
  

   

  
  

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