Associate Director, Data Strategy

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. 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.

Responsibilities

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; 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; 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; 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

Requirements

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; Right to work in the UK

Nice to have

Experience with InfoSum; experience in public sector or highly regulated clients

Benefits

Competitive medical insurance; group retirement plans; vision insurance; dental insurance; significant paid time off; preferential partner discounts; employee mental health awareness days; employee resource groups; frequent in-office events