Digital Analyst

Who We Are:

At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon a century of combined expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse.

Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences. Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work.

Title: Digital Analyst

Location: VML Dubai

Job Description

Client success is driven by having access to data-driven insights about client campaigns and customer behaviour. We are looking for a talented analyst who will be responsible for unearthing the key trends and insights that will deliver this client success.

In addition to the skills and responsibilities detailed below, we are looking for someone with an inquisitive mind and with story-telling expertise to turn data and information into engaging and actionable insights.

The analyst will be responsible for end-to-end digital analytics, optimization and coordination with multiple internal/external stakeholders.

Main responsibilities:

Reporting/Analysis (primary):

Work with clients and agency teams to design measurement frameworks.

Design and deliver insights with reports that help the client improve upon agreed KPIs against these frameworks.

Create engaging data visualisations and dashboards (scheduled and ad-hoc reports) via Google and/or Adobe Analytics, Looker Studio, Tableau, PowerBI

Support ad-hoc requests for any website performance issues by identifying cause and plan of action for improvement.

Present internally and externally results, insights and recommendations.

Testing/Optimization:

Alongside Data Strategy colleagues, create hypotheses based on trends and setup experiments (A/B, Multivariate) in that help improve client campaign/website performance through the full marketing and sales funnel – from attract & engage to convert & retain.

Design and develop test and control approaches for clients that ensure we can quickly and effectively deliver performance improvements based on solid data foundations.

Tag management/data governance:

Understand business requirements and translate into tagging setup.

Responsible for data governance including taxonomy design, tag audits, documentation and tag setup.

Responsible for running scheduled tag audits and closing any gaps in data.

Liaise with internal/external stakeholders and move tags between development, staging, UAT and production environments.

Liaise with tech team at VML in definition of standardized data layer approach across clients.

Campaign setup/performance:

Lead campaign tagging efforts to have structured data flowing into analytics platforms.

Manage tagging requirements.

Guide campaign performance optimization based on set objectives.

Tools that will be used:

Web Analytics: Google Analytics (must have), Adobe Analytics (good to have)

Tag management: Google Tag Manager (must have), Adobe Launch (good to have)

Tag auditing: ObservePoint

Testing/Optimization (preferred): Optimizely, Hotjar

Social listening (good to have): NetBase, Sprinklr, BrandWatch

Dashboards: Looker Studio (must have), PowerBI (preferred), Tableau (preferred)

Ads: Google Ads, Facebook Ads and other third-party marketing

Data manipulation: Excel/Google Sheets (must have), SQL based data platform (preferred), Managing BigQuery/Cloud data repository for storytelling (preferred)

Requirements:

Can understand technical aspects, stats, visualize data and explain findings to the least data/number savvy person in an engaging and inspiring way

Managed tagging (design, setup, deploy, audit)

Manage internal and external stakeholders such as marketing teams and counterpart analyst at client side or other partner agenices, internal development and creative teams

Create custom dashboards in Looker Studio, PowerBI or Tableau that meet team specific requirements (Marketing, UX, SEO, Acquisition, Retention)

Capable of thinking creatively and critically while solving problems

Manage workload and meet deadlines on your own

Preferred:

Previous digital analytics experience in finance/banking/insurance and retail is a plus.

Previous agency experience is a BIG plus.

Worked with Google Analytics, Google Tag Manager as well

At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization—creators, doers, innovators, makers, and thinkers—who drive not just marketing, but meaningful experiences that resonate in every action and interaction.

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X.

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