Location: Shanghai, China 

Reports to: Head of Data Strategy, Choreogragh China

Role Summary

WPP Media Choreograph China is looking for a General Manager, Data Strategy Lead to lead the data strategy and audience agenda for our flagship client, The Coca-Cola Company (TCCC), while contributing to the growth of our broader agency portfolio.

In this role, you will be the primary architect of TCCC’s data roadmap in China, defining how data informs brilliant advertising strategies and drives business growth. You will act as a "player-coach," primarily dedicated to transforming TCCC’s marketing through deep audience planning and the adoption of the WPP Open Media Studio.

Additionally, you will have the opportunity to lead data strategy for high-priority new business opportunities and consulting on select portfolio clients to drive solution scaling and revenue growth.

3 Best Things About This Job

1.     Impact on a Global Icon: You will serve as the strategic partner for TCCC, one of the world's most influential advertisers. This role gives you the rare opportunity to solve complex, high-scale business challenges within the unique Chinese digital ecosystem, using data to directly influence the marketing growth and audience strategy of a top tier brand.

2.     Spearheading AI Innovation: You will be a key champion for WPP Open, our industry-leading intelligent marketing operating system. You won't just use tools; you will pioneer the adoption of cutting-edge AI and data modules, translating advanced technology into practical power that sets a new standard for data-driven marketing in China.

1. Hybrid Strategic Leadership: You get the best of both worlds: deep, transformative focus on a flagship account, combined with the fast-paced excitement of high-priority new business pitches. You will be a key player in winning new clients and shaping the future revenue streams of the agency.

Key Responsibilities

1. TCCC: Audience Planning & Data Strategy Leadership  

• Audience Planning: Move beyond basic demographics to design the next generation of TCCC audiences. You will lead the creation of sophisticated audience models by integrating 1st party data, platform signals, and 2nd party partnerships to drive precision at scale. You will apply a deep understanding of customer lifecycle signals, personalization, and segmentation to build robust audience models that bridge the gap between marketing strategy and activation.
• Platform Adoption: Spearhead the growth of the Choreograph capabilities within the account by driving adoption of Open Media Studio and Open Intelligence, using appropriate tools and solutions to unlock business value.
• Team Leadership: Lead and mentor a dedicated team of data technology experts to ensure the successful execution and maintenance of TCCC’s audience planning and solutions.
• Consultative Partnership: Act as the trusted advisor to TCCC global and local stakeholders, proactively identifying how data, tech, and AI can solve their specific business challenges.

2. New Business & Portfolio Growth

• Pitch Strategy: Actively participate and lead the data narrativefor new business pitches, powered by WPP Open, and identifying new opportunities for data and AI to create competitive advantages.
• Solution Scaling: Identify successful audience strategies and data solutions developed for TCCC and adapt them into scalable use cases for other clients in the agency portfolio.

3. Innovation & Product Evolution

• Product Feedback Loop: Act as the voice of the client to the Product team, translating actionable feedback and market demands into product roadmap recommendations.
• Thought Leadership: Continuously learn new tools, frameworks, and methodologies in the space of data, tech, and AI to keep the agency at the forefront of the industry.

Measures of Success

In Three Months:

• TCCC Relationship Building: You will have established strong, direct relationships with key TCCC stakeholders and the internal dedicated team, acting as the primary point of contact for high-level data and tech discussions.
• Audience Planning Evaluation: You will have completed a thorough assessment of TCCC’s current data landscape in China, identifying immediate gaps in audience planning and opportunities where Open Media Studio can drive quick wins.
• Key Project Leadership: You will have taken ownership of key data workstreams and begun contributing to solution design for at least one active new business pitch.

In Six Months:

• WPP Open Adoption: You will have successfully driven the adoption of Open Media Studio and Open Intelligence within the TCCC team, ensuring these tools are actively used to inform media planning and audience segmentation.
• Audience Planning Enhancement: You will have operationalized improvements in Audience Planning for TCCC, translating complex data signals into clear, actionable media strategies that are live in-market.
• Commercial Impact and Team Growth: You will have actively led data strategy on major pitches and contributed to the identification of incremental revenue opportunities or services upsell within the TCCC account or the broader portfolio to support growth of the team.

Candidate Experience, Skills, and Attributes

• 10+ years of experience in data, tech, or AI consulting roles, preferably within an agency, consulting, or mar-tech environment.
• Audience Planning Mastery: Deep understanding of marketing principles like customer lifecycle, personalization, and segmentation, combined with a strong grasp of data architecture, data modeling, and identity resolution fit for the China landscape.
• Strategic Vision: A strategic thinker who connects data, tech, and AI solutions to broader business objectives and sees the "big picture".
• China Market Platform Expertise: Ability to navigate the unique China data ecosystem (walled gardens, PIPL, local platforms) to deliver relevant strategies
• Communication: Excellent communication skills with the ability to translate complex data topics for non-technical stakeholders and establish credibility as a trusted advisor.
• Strategic & Critical Thinker: Able to devise innovative solutions to unique client problems, often with imperfect data or resources.
• Collaborative Leader: Excels at working across global and local teams, fostering a learning culture and managing conflict resolution.
• Client-Centric Mindset: Deeply understands client needs and adapts strategies accordingly to drive long-term relationships.

About WPP Media & Choreograph

WPP Media is WPP’s global media collective. We bring the best platform, people, and partners together to create limitless opportunities for growth. Choreograph is WPP’s global data products and technology company. We’re on a mission to transform marketing by building the fastest, most connected data platform that bridges marketing strategy to scaled activation.

Life at WPP Media

• Culture: We foster a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.
• Growth: We invest in our employees to help them do their best work and are committed to employee growth.