Senior CX Strategist

Who We Are

VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a  Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit  vml.com ↗ and follow along on   LinkedIn  #WeAreVML.

Senior CX Strategist

Company: VML UK

Location: London – Sea Containers House, SE1

Working Model: Hybrid

Reporting to: Head of Planning

Who We Are

At VML, we are a global creative company that brings together brand experience, customer experience and commerce to create connected brands and drive growth.

We combine creativity, strategy, data and technology to help some of the world's biggest brands build meaningful relationships with their customers. From shaping brand experiences to designing connected customer journeys, we believe the best work happens when different perspectives and capabilities come together.

We're now looking for a Senior CX Strategist to join our London strategy team.

The Opportunity

Most brands don't have a communications problem. They have an experience problem. A gap between what they promise and what customers actually experience at the moments that matter.

We're looking for a Senior CX Strategist who can help close that gap.

Someone who understands that great customer experience isn't just about individual touchpoints, CRM campaigns or digital journeys. It's about connecting the entire customer experience, from the first interaction with a brand through to building long-term relationships, loyalty and advocacy.

You'll bring together CX, CRM and brand-level thinking , using customer insight, creativity and data to develop strategies that make experiences better for customers and more effective for businesses.

You'll work across a range of exciting clients, including major global brands, helping them understand their customers, identify opportunities and create more connected, meaningful experiences.

This is a role for someone who enjoys getting under the skin of a business challenge, asking the right questions and turning complex customer problems into clear, inspiring strategic thinking.

You'll be comfortable working with creative teams, collaborating with data and experience specialists, and presenting your thinking to clients.

Above all, you'll be someone who sees the bigger picture but isn't afraid to get into the detail.

What You'll Be Doing

Connecting Brand, CX and CRM

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Develop integrated customer experience strategies that connect brand ambition with real customer needs and behaviours.

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Look across the entire customer journey, identifying opportunities to create more seamless, engaging and valuable experiences.

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Bring together brand strategy, CRM, digital experiences and customer engagement to create joined-up strategic thinking.

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Understand how different channels and touchpoints work together, from brand communications and social to digital, commerce, CRM and physical experiences.

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Help clients move beyond individual campaigns and channels to think about the wider customer relationship.

Turning Insight into Strategy

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Use customer research, behavioural insights, data and market understanding to uncover meaningful opportunities.

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Map customer journeys, identify pain points and understand the moments that matter most.

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Translate complex business and customer challenges into clear strategic recommendations and compelling creative briefs.

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Develop customer propositions, experience principles and strategic frameworks that inspire creative and experience design teams.

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Challenge existing thinking and bring fresh perspectives to how brands engage with their customers.

Making Customer Experience More Effective

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Work closely with data and analytics teams to understand customer behaviour and identify opportunities for growth.

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Develop strategies that improve customer acquisition, engagement, retention, loyalty and lifetime value.

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Understand how to measure the effectiveness of customer experiences and connect customer outcomes to business performance.

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Help define meaningful KPIs and measurement frameworks that demonstrate the impact of strategic recommendations.

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Use performance insights to identify what's working, what isn't and where experiences can be improved.

Bringing Strategy to Life

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Partner with Creative, Experience Design, Data, Technology and Client Services teams to turn strategic thinking into meaningful customer experiences.

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Write clear, inspiring briefs that give creative teams a strong foundation to develop ideas.

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Contribute strategic thinking throughout the creative development process, ensuring ideas remain grounded in customer insight and business objectives.

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Help connect strategic ambition with practical execution across different channels and customer touchpoints.

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Bring curiosity, fresh thinking and a willingness to challenge the expected.

Building Strong Client Relationships

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Build trusted relationships with clients, becoming someone they turn to for thoughtful, informed strategic advice.

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Present recommendations clearly and confidently, making complex thinking easy to understand.

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Work alongside senior strategists and wider teams to identify opportunities to develop existing client relationships.

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Contribute to pitches, proactive ideas and new business opportunities.

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Support and mentor more junior team members, sharing knowledge and helping strengthen the wider strategy team.

What We're Looking For

We're looking for someone who combines strategic thinking with genuine curiosity about people, brands and the experiences that connect them.

You don't need to have worked across every aspect of CX, but you should have a strong understanding of how customer experience, CRM and brand strategy come together.

Ideally, you'll bring:

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Solid experience in CX, CRM, customer engagement or integrated strategy, gained within an agency, consultancy or client-side environment.

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A strong understanding of end-to-end customer journeys, including acquisition, conversion, onboarding, engagement, retention and loyalty.

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The ability to connect customer experience thinking with wider brand strategy and business objectives.

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Experience developing customer-centric strategies, journey maps, propositions and creative briefs.

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Confidence working with customer data, research and behavioural insights to inform strategic recommendations.

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An understanding of how customer experience can drive measurable business outcomes.

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Experience working across multiple channels and touchpoints, including digital, CRM, content, social and physical experiences.

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Strong communication and storytelling skills, with the ability to present strategic thinking to clients and internal teams.

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A collaborative approach and the ability to work closely with creative, data, technology and experience specialists.

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A genuine interest in how customer behaviours, technology and emerging trends are changing the way people interact with brands.

It would also be great if you have

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Experience working with automotive, FMCG or other major consumer brands.

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An understanding of retail, dealership or complex customer journeys.

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Experience contributing to pitches or identifying opportunities for client growth.

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An interest in AI and emerg