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.

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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

• 4–8 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.