Senior Personalisation Lead

We are seeking a dynamic and experienced Senior Personalisation Lead to drive the execution and refinement of our client's personalisation-led growth initiatives. The Senior Personalisation Lead will translate broad optimisation strategies into effective personalisation programs, foster a culture of delivering relevant, tailored experiences, and drive measurable business impact through a systematic, data-driven approach focused on personalisation. This role will work at a high level of detail, implementing and optimising the personalisation framework defined by the Optimisation Principal.

About the Role

What you’ll be doing:

Lead for Global Personalisation Activities:

• Serve as the lead for all global personalisation activities, overseeing daily operations and tactical direction for the client's personalisation roadmap.
• Develop a deep understanding of the client's business landscape and challenges to identify and drive high-impact, personalisation-based growth opportunities.
• Manage program resources, budgets, and timelines specific to personalisation initiatives, ensuring the successful, on-schedule, and in-scope delivery of dynamic content, segmented experiences, and relevant recommendations.
• Leverage a strong commercial acumen to optimise resource allocation for personalisation efforts, monitor personalisation delivery throughput, and rigorously track the Return on Investment (ROI) of personalisation.
• Contribute to strategic forecasting and provide comprehensive performance reporting on personalisation outcomes and insights.
• Cultivate and maintain robust relationships with client stakeholders, specifically around personalisation planning, content requirements, and data activation across global regions.

Personalisation Strategy & Execution:

• Champion Personalisation-Led Growth (PLG) across the organisation, fostering a mindset of delivering highly relevant, tailored user experiences through practical application.
• Implement and continuously refine the comprehensive PLG framework, methodologies, and best practices, working within the strategic direction set by the Optimisation Principal.
• Lead cross-functional teams to meticulously design, configure, and analyse personalised experiences, dynamic content, and targeted recommendations that drive key business metrics.
• Develop and scale an infrastructure for continuous segmentation, content delivery, and audience activation, focusing on efficiency and relevance.
• Translate complex data insights derived directly from user behaviour and personalisation performance into actionable strategies that ensure sustained business impact.

Technical Planning and Personalisation Delivery:

• Lead the technical planning and execution of all personalisation programs, leveraging in-depth knowledge of the underlying technology stack crucial for delivering tailored experiences.
• This includes, but is not limited to, sophisticated recommendation and personalisation engines, comprehensive analytics suites (for measurement), Content Management Systems (CMSs) (for dynamic content delivery), and Customer Data Platforms (CDPs) (for audience segmentation and activation).
• Architect integrated solutions by understanding the capabilities, limitations, and interoperability of these personalisation-focused technologies, ensuring they are strategically deployed to maximise relevance, conversion, and deliver against growth objectives.

Qualifications

This is a pivotal role demanding a unique blend of execution leadership, tactical strategic thinking, deep technical grounding in personalisation, and exceptional relationship-building.

Required Skills

Personalisation Leadership & Tactical Strategic Thinking:

• We need someone who can chart a clear course for personalisation programs, transforming complex business challenges into actionable, growth-focused personalisation strategies and dynamic content initiatives.
• This involves setting ambitious personalisation goals, building tactical personalisation roadmaps, and understanding market opportunities for tailored experiences.
• You’ll be a leader and influencer, inspiring and guiding diverse teams in the execution of personalisation efforts, fostering a culture where continuous relevance and user-centric experiences thrive.
• This means being adept at leading, mentoring, and communicating effectively across all levels regarding personalisation initiatives.
• Crucially, you’ll be a champion for Personalisation-Led Growth (PLG) at an operational level.
• We’re looking for someone with a deep conviction and the ability to instil this mindset throughout the organisation, pushing beyond generic content towards a systemic, evidence-driven approach to delivering individualised value.
• You should be excellent at identifying opportunities for personalisation and applying rigor to audience segmentation and content targeting.
• Given your global reach, a global perspective is essential.
• You’ll need to understand and navigate diverse market needs, cultural nuances, and regional complexities to implement effective personalisation strategies worldwide.

Deep Technical Expertise in Personalisation & Architectural Acumen:

• This role demands profound knowledge of personalisation technologies.
• You’ll need to know the capabilities, limitations, and how to integrate core platforms that power modern personalisation initiatives.
• This includes:
• Recommendation & Personalisation Engines: (e.g., Dynamic Yield, Braze, Optimizely Personalization, Adobe Target) - understanding algorithm types, real-time personalization, A/B/n testing of personalisation strategies, and integration patterns.
• Customer Data Platforms (CDPs): (e.g., Segment, Tealium, mParticle) - familiarity with data ingestion, unification, advanced audience segmentation, profile enrichment, and activation of segments for personalisation.
• Content Management Systems (CMSs): (e.g., Adobe Experience Manager, Sitecore, Contentful) - understanding how they support dynamic content assembly, variant management, and personalised content delivery.
• Analytics Suites: (e.g., Google Analytics 4, Adobe Analytics, Amplitude) - knowing how to implement advanced segmentation, custom reporting, and effective event tracking specifically for measuring personalisation impact and identifying new opportunities.
• You’ll act as a champion of integrated solutions, designing use cases for how these various platforms work together seamlessly to achieve specific personalisation outcomes.
• While not a data engineer, you should also have a strong understanding of data infrastructure and operations, particularly data pipelines, warehousing, and governance related to personalisation data collection, processing, and activation.

Flawless Personalisation Execution & Program Management:

• We need someone adept at managing large-scale personalisation programs and projects.
• This means meticulously planning, executing, and overseeing multiple, complex global personalisation initiatives, always ensuring

What we can offer you:

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are.

Permanent only:

We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish.

We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.

And we champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.

At VML Enterprise Solutions

Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands.

We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business.

As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team.