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Digital Transformation Strategy Director

Strategy & Insights
New York, NY
Req ID: 7178


Position at VMLY&R

At VMLY&R, we create connected brands. We resist the usual ways of seeing, doing and thinking — harnessing creativity, technology and culture — to reimagine the entire connected consumer experience. Our goal? To create work that becomes part of people’s lives, to drive value for our clients and, in the best of cases, to impact the world.

Red Fuse Communications is WPP’s full-service integrated global team dedicated to serving Colgate-Palmolive’s brands worldwide. With offices in New York, Hong Kong, Paris, Mumbai, Kansas City, Sao Paulo, and Prague, Red Fuse delivers communication excellence on a daily basis to over 225 countries.  Hong Kong is Red Fuse's regional office for Asia, bringing together experts from Ogilvy, Wavemaker and VMLYR Commerce across brand, performance, data driven marketing and commerce activation to drive a seamless, omnichannel brand experience for Colgate-Palmolive’s brands in Asia-Pacific

Position Summary:

We are seeking a world-class senior practtitioner to transform our digital product for our client Colgate Palmolive in the North American Division.  

The Digital Transformation Lead will be responsible for accelerating Colgate-Palmolive’s digital transformation agenda in the region across 2 key pillars: 

  1. Digital commerce
  2. Personalization at scale, (programmatic media; search and social; data acquisition/ CRM)

The Digital Transformation Lead will have solid experience across both brand and performance and be able to stitch together strategies across the digital eco-system to build seamless customer experiences.

The successful candidate will be able to lead a data-driven digital transformation agenda and will have the experience and know-how to execute that vision.

We are looking for a “T” shaped individual who is fluent across an array of digital disciplines but will have a core expertise in data and media strategy and will be able to confidently lead a team of deep subject matter experts.

This individual will understand how data is the backbone of everything and be able to connect all the pieces into a coherent whole, both strategically and with know-how to implement this strategy.   They will have experience in persona and journeys, engagement ideas, 1P data acquisition plans, connecting with 2P and 3P data, loyalty programs, eco-system/ touchpoint design, commerce activation and plans to unlock lifetime customer value.

They will also be conversant in the technology needs to enable the overarching digital vision to be executed.


Understand the challenges and opportunities for C-P and help develop the roadmap to quickly accelerate meeting them to deliver competitive advantage

This is a client facing role, interacting with C suite clients, and the successful candidate will be a persuasive communicator able to inspire confidence with clients and lead them on the journey of transformation. They need to feel comfortable acting as provocateur to clients and act as the voice of necessary change across Colgate Palmolive and WPP.

 They will work with the clients and agency stakeholders to successfully deliver the digital transformation plan, and ensure its commercially effective for CP

They will work with the digital specialist team to ensure best in class strategy and implementation

Support the wider network of digital specialists working on CP across WPP, instilling best practices in the region/ key markets 

Foster innovative thinking and seamless implementation with particular emphasis on data and acquisition strategies but also technology, performance media and digital commerce  

The Digital Transformation Lead will need to work closely with comms planning, media, audience planning, programmatic, search, CRM, Digital Commerce, social & content, analytics, account and creative leads

Position Requirements

  • Significant relevant industry experience; of which at least 8 years of which should be in senior agency positions
  • The successful candidate will have personally led / been involved in digital transformation for a CPG client
  • Ideally will have lived and worked in the NA region in the last 3 years with experience in CPG
  • A charismatic leader who can inspire.
  • Great interpersonal skills – there will be a lot of stakeholders from different WPP operating companies to bring together to one coherent strategy
  • Curiosity and insatiable desire to stay ahead of latest platforms and technologies in the region

The position is based in New York and will be a member of the regional management team.

The position has a dual reporting line: Direct to MD NA (operational) and Global MD Digital Transformation (functional).

Success Metrics

In the first 30 days, the Digital Transformation Lead will:

  • Reviewed and become familiarized with all RF/ related WPP partner strategies, tools, tech and processes around data driven marketing including CRM, ID Management, eCommerce, Media and Creative, from both teams: (1) WPP/RF Global and (2) WPP/RF NA.
  • Develop a 30-60-90 day roadmap

Within 2-3months

  • Worked side-by-side with the Performance, CRM, e-commerce and Media Leads to identify gaps and areas of opportunity for media and creative optimization, integrated measurement and data analytics.
  • Establish leadership of a multi discipline team (media, creative, audience planning, creative, content lab) developing and deploying best in class addressable creative strategies and creative units. 

Within 3-6 months

  • Developed and aligned a fully connected data strategy for Colgate NA, joining up distinct client and WPP/RF data workstreams (e.g., 1PD, CRM, on platform eComm, media, 2PD, 3PD…). Goal: data to inform and enrich each stage of the consumer omnichannel experience, ultimately bringing positive financial results.
  • Show tangible results of improved digital marketing effectiveness (specific KPIs to be agreed)
  • Become the trusted go-to partner for senior Clients and WPP partner agencies

VMLY&R is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to age, race, color, religion, sex, gender identity, sexual orientation, national origin, disability status, protected veteran status, or any other characteristic protected by law. VMLY&R is a M/F Disabled and Vet EEO/AA Employer.


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