Director, Data Strategy

About this role

About WPP Media

WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth.

WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

For more information, visit wppmedia.com.

Director, Data Strategy, UK 2652

About WPP Media

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit wpp.com.

WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.

About our Data, Tech and Analytics Division (DTA)

We’re on a mission to transform marketing by building the fastest, most connected data platform that bridges marketing strategy to scaled activation. We work with our clients to transform the value of data by bringing together technology, data and analytics capabilities. We deliver this through WPP Open, an AI-enabled media and data platform, and Open Intelligence, our data solution built for the next era of advertising. We’re endlessly curious. Our team of analytical thinkers, builders, creators and problem solvers are over 1,000 strong, across 20 markets around the world.

Position Overview

DTA is seeking a Director, Data Strategy, UK to join our team dedicated to the Tesco account.

Data Strategy involves transforming the way our client thinks about, organises and orchestrates data & technology to deliver more timely, engaging, and meaningful brand experiences for their customers.

Reporting into the VP, Data Strategy, UK this role will act as a senior data strategy lead and line manage 1 Data Strategy Manager. You will play a central role in architecting and executing sophisticated, data-driven solutions for Tesco, bridging marketing strategy to scaled activation across addressable media channels, proprietary WPP technology, and advanced AdTech/MarTech infrastructure.

You will be responsible for translating Tesco's business and marketing objectives into actionable audience architecture, driving the strategic adoption of platforms like Open Intelligence (OI), InfoSum, and Adobe, defining use cases for Agentic AI and ensuring rigorous data governance standards.

Responsibilities & Key Focus Areas

• Client Leadership & Data Strategy Execution

• Act as a key data strategy lead for senior Tesco stakeholders and agency planning teams, translating communication and business briefs into audience architectures and compelling strategic narratives.

• Work in close partnership with media planning and activation teams to place enhanced data solutions at the heart of campaign execution across paid media and Tesco’s owned channels.

• Lead data-led audience design, establishing segmentation, targeting, suppression, and frequency capping rules across all addressable channels.

• Generate actionable insights from complex data sets to identify strategic growth opportunities and overcome barriers for Tesco teams.

• Platform & Technology Maximisation

• Drive the strategic implementation and adoption of WPP's proprietary platforms, specifically standing up Open Intelligence (OI) and the UK Private Data Network (PDN) for Tesco.

• Lead data clean room strategy and collaboration, identifying and securely activating Tesco’s first-party data within the InfoSum environment.

• Support AdTech and MarTech consultancy, driving integration and realising value from the newly announced Adobe and WPP Open partnership.

• Define strategic questions and operational use cases for Agentic AI, guiding the team on required agent/persona development to automate workflows and extract actionable insights.

• Data Governance, Innovation & Measurement

• Support the ultimate ownership of the data governance framework for all Tesco-owned data used in media activation, ensuring total compliance with privacy regulations (e.g., GDPR).

• Influence the test-and-learn innovation agenda, designing predictive audience models and A/B testing frameworks in collaboration with the analytics team to maximize marketing effectiveness.

• Continually identify, evaluate, and test emerging privacy-first datasets and technology solutions to keep Tesco at the forefront of retail media innovation.

• Team Management & Integration

• Directly manage, mentor, and oversee the daily output and career development of 1 Data Strategy Manager.

• Work seamlessly across matrixed teams—including Analytics, Activation, Media Strategy, and Client Leadership—to deliver a unified data and tech offering.

Skills and Experience Required

• Experience in data strategy within a media agency, vendor, consultancy, or client-side marketing organisation, with a heavy emphasis on digital paid media (retail or CPG sector experience highly desirable).

• Proven Track Record: Demonstrable experience in developing and executing data strategies that directly influence media planning, addressable activation, and business outcomes for large enterprise clients.

• Audience Architecture & Clean Rooms: Deep expertise in audience segmentation, data-led journey planning, and hands-on understanding of data clean rooms (InfoSum), CDPs/DMPs and agency data platforms (e.g., WPP Open / Open Intelligence).

• Technology & Ecosystem Expertise: Strong knowledge of the AdTech/MarTech landscape, with consulting experience around technology integration - specifically with Adobe technologies.

• Data Governance &…