Associate Director - AEP Business Analyst (MarTech)

Description

The company designs, builds and runs growth systems for businesses, working across strategy, technology, commerce, CRM, content and CX from a single global unit in more than 40 markets, with about 12,000 people.

The role sits in Technology Strategy and supports the enterprise Martech roadmap for Mazda North America Operations under senior Technology Strategy leadership. It links Mazda's business goals to the technology, data, platform, governance and operating model choices that drive measurable growth.

You will help manage the combined Martech picture covering CDP, CRM, personalization, content operations, taxonomy, media activation, analytics and data engineering, turning direction into use cases, requirements, workstream plans and decision support.

You will support Mazda's audience, segmentation and taxonomy governance work, including Claravine as the operational system of record for naming, metadata, campaign classification and audience definitions.

This is a day-to-day strategy role working with Mazda stakeholders and delivery teams, shaping recommendations, clarifying trade-offs and preparing decisions for senior client and agency leaders.

The role requires being in the office at least 4 days per week, with travel to Mazda and key partner locations as needed.

Responsibilities

• Support the end-to-end Martech roadmap for Mazda across CDP, CRM, personalization, content operations, taxonomy, analytics, media activation and data engineering.
• Turn Mazda's business priorities and customer experience goals into workstream plans, requirements, roadmap inputs and fundable use case detail.
• Prepare analysis that supports build, buy, partner, defer or stop decisions across the Martech ecosystem.
• Spot risks, dependencies, trade-offs and decision points early, and escalate them with context and a recommended path.
• Support strategy and ongoing optimization of Mazda's Adobe Experience Platform and Real-Time CDP program.
• Define audience frameworks, lifecycle segmentation, suppression logic, activation requirements and measurement expectations.
• Keep audience definitions consistent across CRM, paid media, personalization, analytics and reporting.
• Work with data engineering and platform teams to confirm feasibility, data readiness, identity logic and activation dependencies.
• Help define and maintain taxonomy and governance standards across Claravine, Adobe Experience Platform, Real-Time CDP, AJO, AEM, CJA, Salesforce Marketing Cloud, media platforms, WPP Open, Domo and reporting tools.
• Set naming conventions, metadata standards, decision rights, approval processes, versioning and change management for taxonomy and audience governance.
• Make sure taxonomy supports activation, reporting, measurement, personalization, AI classification and long-term scale.
• Shape the CRM and personalization roadmap across owned channels and customer journeys.
• Turn priority moments into use cases with owners, dependencies, triggers, suppression rules, success metrics and platform implications.
• Link segmentation to outcomes such as lead quality, conversion, service engagement, loyalty, retention and sales lift.
• Act as a Technology Strategy partner to Mazda Marketing, Digital, IT, Legal, Data Privacy, Analytics, Media and related groups.
• Coordinate work across VML, WPP Media, WPP Choreograph, Shift Digital, Adobe, TransUnion, Salesforce and other partners.
• Work with client, strategy and delivery leaders on roadmap decisions, alignment and trust across teams.
• Run workshops, roadmap reviews, retrospectives and executive alignment sessions that turn complex input into a clear plan.
• Define the measurement framework for CDP, CRM, personalization, media activation, taxonomy and content orchestration.
• Work with analytics and reporting leads to tie platform activity to business results.
• Support value narratives for executive forums, steering committees, quarterly business reviews and roadmap funding discussions.
• Find opportunities for influenced revenue, expanded scope, reusable assets, partner activity and wider value creation, and bring them to senior leaders.
• Guide and support Martech Technology Strategy team members across CDP, CRM, personalization, taxonomy, content pipeline and orchestration.
• Keep the quality bar high for roadmaps, use case maps, operating models, taxonomy frameworks, requirements, recommendations and points of view.
• Mentor team members on analysis quality, stakeholder communication, platform context and client-facing delivery.
• Contribute reusable frameworks, account learnings and thought leadership to the wider Technology Strategy practice.

Requirements

• Bachelor's degree in Computer Science, Information Systems, Marketing, Business, Strategy or a related field.
• 6+ years in technology strategy, marketing technology strategy, digital transformation, business analysis, consulting or enterprise platform delivery.
• Experience supporting or shaping enterprise technology roadmaps across multiple teams, platforms and stakeholders.
• Strong knowledge of Martech ecosystems, including CDP, CRM, personalization, analytics, journey orchestration, media activation, content operations and data governance.
• Experience with Adobe Experience Platform, Real-Time CDP, Adobe Journey Optimizer, Customer Journey Analytics, Adobe Experience Manager, Adobe Target or Salesforce Marketing Cloud.
• Experience defining audience frameworks, segmentation logic, taxonomy standards, journey triggers, suppression rules, activation requirements and measurement expectations.
• Proven ability to support cross-functional or multi-partner programs, lead working sessions and influence through clear analysis and communication.
• Excellent written and verbal communication, able to turn complex technology topics into clear business-facing material.
• Preferred: experience in automotive, retail, financial services or another multi-tier, data-intensive industry.
• Preferred: experience with Mazda, MNAO, or automotive manufacturer or dealer ecosystem operating models.
• Preferred: Adobe certification or equivalent expertise across AEP, RT-CDP, AJO, CJA, AEM or Adobe Target.
• Preferred: experience with Claravine, Domo, TransUnion, LiveRamp, The Trade Desk, DV360, Meta, Google Ads, Salesforce CRM or WPP Open.
• Preferred: experience designing taxonomy councils, governance models, change management processes and platform adoption frameworks.
• Preferred: working knowledge of privacy, consent, profile stitching, deletion chain and audience activation considerations.
• Preferred: experience with content supply chain or creative automation platforms such as Adobe Workfront, GenStudio, Frame.io, Bynder or Brandfolder.
• Preferred: advanced degree in a related field.

Conditions

Base salary range at posting: $75,000 - $180,000 USD.

Individual pay varies by location, business needs, level of responsibility, experience and qualifications.

Office presence at least 4 days per week, with travel to Mazda and key partner sites as needed.

WPP and WPP Enterprise Solutions are equal opportunity employers and consider all applicants without regard to protected characteristics.

Benefits

• Competitive benefits package; details are available on the WPP Benefits page.