Digital Analytics - CRM Experimentation

Role: Digital Analytics Manager CRM Experimentation

Reporting to: Performance Lead

Location: Gurgaon

About Us:

VML is a global powerhouse born from the unification of Wunderman Thompson and VMLY&R two of the world's most powerful and accomplished creative agencies with complementary capabilities and geographic strengths. We have an industry-unique opportunity to provide our client partners with a fully integrated offering across brand experience, customer experience and commerce practices powered by deep data and technology experience.

For more information, visit www.vml.com

Role summary

Own post-launch measurement, insight and scale decisions for CRM pilots and always-on journeys. Verify data integrity, run incrementality analysis, interpret Einstein outputs, and convert winners into standards adopted across markets. Work hand-in-hand with the Salesforce Performance Planner (QA & optimisation) and Campaign Operations to ensure every journey improves over time.

Key responsibilities

Data validation and health

Confirm live capture of events, IDs, audiences, deliverability and consent.

Run rapid issue triage and coordinate fixes with Campaign Operations and Platform Analytics.

Measurement and readouts

Produce clear, timely readouts focused on incrementality, confidence and business impact.

Size Minimum Detectable Effect and runtime; document risks and limitations.

Einstein insight interpretation

Assess STO lift and recommend window adjustments by journey type.

Evaluate Engagement Scoring performance by persona; advise channel and cadence changes.

Govern Frequency Split caps to reduce fatigue and unsubscribes.

Use Copy Insights to inform the next A/B plan; track improvement cycle.

Dashboards and reporting

Build and maintain self-serve views in Power BI or Tableau (journey health, lift, adoption).

Provide concise weekly summaries for decision forums.

Scaling and standards

Convert winners into standards and publish playbook entries; manage versioning.

Track market adoption and impact; close the loop with the planner and ops teams.

Partnership and governance

Partner with Marketing Science for deeper analysis where needed; you focus on timely decisions.

Maintain the experiment catalogue; ensure every journey has a decision (scale, iterate, stop).

Skills and Competencies

48 years in digital/CRM analytics with proven experiment readouts.

Strong SQL and advanced Excel; proficiency in Power BI or Tableau.

Experience with SFMC data model and Einstein reporting/data views.

Sound marketing statistics (confidence, variance, MDE, cohort analysis).

Ability to turn analysis into clear business recommendations.

Deliverability diagnostics and basic attribution familiarity.

Multi-market reporting and stakeholder management.

Tools

Power BI or Tableau, SQL, SFMC data views/Einstein reports, JIRA, Confluence.