Optimisation Principal

Who We Are VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore. VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel. For more information, please visit www.vml.com and follow along on   LinkedIn #WeAreVML. We are seeking an experienced Optimisation Principal to lead experimentation-led growth (ELG) initiatives for our key global clients. In this role, you will define and execute data-driven growth strategies, champion a culture of continuous testing and learning, and integrate modern tech stacks to deliver measurable ROI and long-term business impact. What You’ll Be Doing 1. Strategy & Innovation • Drive Growth Strategy: Define and deploy scalable Experimentation-Led Growth (ELG) frameworks, methodologies, and best practices tailored to client business objectives. • Cultivate Testing Culture: Champion an evidence-driven mindset across client organisations, shifting teams from basic A/B testing to sophisticated, hypothesis-led experimentation. • Insights to Action: Lead cross-functional teams in designing, executing, and analysing experiments, translating complex data into strategic growth initiatives. 2. Global Client & Stakeholder Partnership • Strategic Ownership: Act as the principal advisor for all global optimisation activities, building trusted relationships with senior client stakeholders across diverse regions. • Performance Storytelling: Deliver strategic forecasting, executive-level performance reporting, and actionable recommendations tied to core business KPIs. 3. Program & Commercial Management • End-to-End Delivery: Oversee global program operations, managing resources, timelines, and budgets to ensure on-schedule, in-scope execution. • Commercial Rigour: Maximise resource allocation, monitor program throughput, and rigorously measure ROI to justify financial investment. 4. Technical Solution Architecture • Tech Stack Integration: Architect integrated technical solutions, ensuring seamless interoperability across experimentation platforms, analytics suites, CMSs, CDPs, and personalisation engines. • Infrastructure Guidance: Oversee technical planning and delivery to ensure underlying data pipelines and tools effectively support client growth targets. What We’re Looking For • Visionary Leadership: Extensive experience leading global growth/optimisation strategies, driving organisational change, and managing multi-region client portfolios. • Deep Technical Stack Expertise: Hands-on mastery and architectural understanding of: • Experimentation: Adobe Target, Optimizely (client/server-side, statistical rigor). • Analytics: GA4, Adobe Analytics, Amplitude (segmentation, event tracking). • CDP & Personalisation: Segment, Tealium, Dynamic Yield, Braze (data unification, activation, real-time engines). • CMS & Data Infra: AEM, Sitecore, data warehousing, governance, and pipelines. • Data & Statistical Rigour: Advanced proficiency in statistical analysis for A/B testing, data synthesis, and translating metrics into business strategy. • Flawless Program Execution: Demonstrated ability in Agile/Waterfall delivery, resource planning, risk management, an