Director, Data Strategy

DTA is seeking a Director, Data Strategy, UK to join our team dedicated to the Tesco account. Data Strategy involves transforming the way our client thinks about, organises and orchestrates data & technology to deliver more timely, engaging, and meaningful brand experiences for their customers. Reporting into the VP, Data Strategy, UK this role will act as a senior data strategy lead and line manage 1 Data Strategy Manager. You will play a central role in architecting and executing sophisticated, data-driven solutions for Tesco, bridging marketing strategy to scaled activation across addressable media channels, proprietary WPP technology, and advanced AdTech/MarTech infrastructure.

Responsibilities

Translate Tesco's business and marketing objectives into actionable audience architecture; Act as a key data strategy lead for senior Tesco stakeholders and agency planning teams, translating communication and business briefs into audience architectures and compelling strategic narratives; Work in close partnership with media planning and activation teams to place enhanced data solutions at the heart of campaign execution across paid media and Tesco’s owned channels; Lead data-led audience design, establishing segmentation, targeting, suppression, and frequency capping rules across all addressable channels; Generate actionable insights from complex data sets to identify strategic growth opportunities and overcome barriers for Tesco teams; Drive the strategic implementation and adoption of WPP's proprietary platforms, specifically standing up Open Intelligence (OI) and the UK Private Data Network (PDN) for Tesco; Lead data clean room strategy and collaboration, identifying and securely activating Tesco’s first-party data within the InfoSum environment; Support AdTech and MarTech consultancy, driving integration and realising value from the newly announced Adobe and WPP Open partnership; Define strategic questions and operational use cases for Agentic AI, guiding the team on required agent/persona development to automate workflows and extract actionable insights; Support the ultimate ownership of the data governance framework for all Tesco-owned data used in media activation, ensuring total compliance with privacy regulations (e.g., GDPR); Influence the test-and-learn innovation agenda, designing predictive audience models and A/B testing frameworks in collaboration with the analytics team to maximize marketing effectiveness; Continually identify, evaluate, and test emerging privacy-first datasets and technology solutions to keep Tesco at the forefront of retail media innovation; Directly manage, mentor, and oversee the daily output and career development of 1 Data Strategy Manager; Work seamlessly across matrixed teams—including Analytics, Activation, Media Strategy, and Client Leadership—to deliver a unified data and tech offering

Requirements

Experience in data strategy within a media agency, vendor, consultancy, or client-side marketing organisation, with a heavy emphasis on digital paid media; Demonstrable experience in developing and executing data strategies that directly influence media planning, addressable activation, and business outcomes for large enterprise clients; Deep expertise in audience segmentation, data-led journey planning, and hands-on understanding of data clean rooms (InfoSum), CDPs/DMPs and agency data platforms (e.g., WPP Open / Open Intelligence); Strong knowledge of the AdTech/MarTech landscape, with consulting experience around technology integration - specifically with Adobe technologies; Robust understanding of data protection regulations (GDPR), privacy-first media solutions, and ethical considerations surrounding retail customer data; Strong interest and practical understanding of how emerging technologies, such as Agentic AI and automated workflows, can streamline data strategy practice and drive client value; Experience line managing, mentoring, and developing junior team members in a matrixed environment; Exceptional presentation and storytelling skills, with a proven ability to translate complex technical/analytical concepts into clear, impactful strategies for diverse stakeholders; Proactive, adaptable team player with commercial acumen to identify new growth opportunities; Right to work in the UK

Nice to have

Retail or CPG sector experience highly desirable

Benefits

Competitive medical; group retirement plans; vision insurance; dental insurance; significant paid time off; preferential partner discounts; employee mental health awareness days; access to global WPP Media & WPP networks; employee resource groups; in-office events