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Senior Digital Analyst

VML
Dubai, UAE
Senior
Hybrid
3 weeks ago
GA4 360Google Tag ManagerPowerBILooker StudioMicrosoft ClarityHotjar
Free

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About VML

  • VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce.
  • VML is recognized as a Leader in multiple Forrester Wave Reports.
  • The agency has 26,000 talented people across 55+ markets.

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 clients.
  • You will set the analytical agenda, deliver insights, support and develop a small team of analysts, and champion high quality analytics.

What You'll Do

  • 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.
  • 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, and AppsFlyer/Adjust as required.
  • A/B Testing & Experimentation: Design, execute, and interpret A/B and multivariate tests with statistical rigor.
  • Deploy AI Agents: Build and deploy AI agents that query, analyze, and visualize data, cutting time to insight across the practice.
  • Stay Ahead of Tech: Actively track emerging analytics tools and methods, introducing them when they improve what clients can see, measure, or decide.
  • Raise the Analytics Bar: Elevate capability internally and with client teams through structured documentation, hands on training, and by asking sharper, more strategic questions.
  • Team Mentorship: Manage and mentor a small team of analysts—setting performance standards, reviewing deliverables, and supporting their professional growth.

Technology & Tools

  • Web & App Analytics: GA4 360 (required), GTM
  • UX Intelligence: Microsoft Clarity and/or Hotjar
  • Mobile Attribution: AppsFlyer and/or Adjust
  • Visualization: PowerBI, Looker Studio
  • AI & Automation: Demonstrated experience building AI agents for data querying, analysis, and visualization

What We're Looking For

  • 7–10 years of experience in digital analytics, with at least 3 years in a senior capacity.
  • Hands on GA4 360 expertise: Strong background in implementation, debugging, governance, and reporting.
  • Industry Focus: Proven experience in financial services or banking (either agency or client side).
  • Commercial Instinct: An innate ability to connect granular analytical findings to high level business and commercial outcomes.
  • Communication: A clear, direct communicator who can simplify complex technical data.
  • Leadership: Demonstrated experience managing or mentoring junior analysts.
  • Stakeholder Management: Comfortable in client facing settings, including presenting to senior marketing directors and C suite stakeholders.
  • Highly Desirable: Experience building AI agents or LLM powered tools for data analysis workflows.
  • Highly Desirable: SQL proficiency for working with BigQuery or similar cloud data warehouse environments.
  • Highly Desirable: CRM analytics experience (lifecycle marketing, customer retention, and campaign performance).
  • Highly Desirable: Familiarity with statistical testing: confidence intervals, significance testing, and knowing when not to over interpret data.
  • Highly Desirable: Prior advertising or digital agency experience managing multiple client relationships simultaneously.

The Kind of Person You Are

  • Curious: You care about what the data actually says, even when it contradicts the brief or initial assumptions.
  • Versatile: You are as comfortable running a strategic client workshop as you are writing a technical query.
  • Inventive: You actively look for creative ways to solve problems and tackle challenges that haven't been solved before.
  • Quality Driven: You hold exceptionally high standards, but possess the pragmatism to know when to bend them.
  • Enabling: You make the analysts around you better through mentorship, collaborative teaching, and leading by example.

Workplace

  • We believe the best work happens when we're together, fostering creativity, collaboration, and connection.
  • We've adopted a hybrid approach, with teams in the office an average of four days a week.

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