Description:

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.

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.