CX Researcher (Web Operations) at VML · London

Who We Are VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. About WPP WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com. We are seeking an experienced and insight-driven CX Researcher to join a dedicated Web Operations (Digital Experience - DX) team supporting a high-profile automotive client. This role is ideal for someone passionate about understanding customer behaviour, uncovering actionable insights, and helping shape data-informed digital experiences across complex web ecosystems. Working closely with UX Designers, UI Designers, Analysts, Optimisation specialists, Content Strategists, Developers, Product Owners, and client stakeholders, you will play a key role in identifying customer needs, pain points, behaviours, and opportunities across the client’s digital platforms. You will help ensure customer insight sits at the centre of experience design, optimisation, and operational decision-making across the Web Ops (DX) environment. This is a highly collaborative role suited to someone comfortable balancing strategic research initiatives with fast-paced operational support, helping continuously improve customer journeys, digital performance, and overall experience quality through evidence-based recommendations. Key Responsibilities: Customer Research & Insight Generation (Web Operations / Digital Experience Focus): Plan, conduct, and synthesise qualitative and quantitative research activities across the client’s web ecosystem. Deliver actionable customer insights that help shape UX improvements, optimisation initiatives, content strategies, and broader digital experience decisions. Conduct a range of research methodologies including user interviews, usability testing, surveys, diary studies, heuristic reviews, competitor analysis, behavioural analysis, and stakeholder workshops. Analyse customer pain points, friction areas, and unmet needs across key automotive customer journeys including research, purchase consideration, ownership, and servicing experiences. Support ongoing operational and optimisation initiatives by identifying opportunities for continuous improvement across digital touchpoints. Translate complex findings into clear, digestible insights and recommendations for both technical and non-technical stakeholders. Data-Informed Experience Optimisation: Collaborate closely with analytics and optimisation teams to combine behavioural data with qualitative customer insight. Support CRO and experimentation initiatives by helping define hypotheses, evaluate user behaviour, and validate design decisions. Use analytics platforms, heatmaps, session recordings, surveys, and customer feedback tools to identify experience improvement opportunities. Help measure the effectiveness of digital experiences and contribute to ongoing optimisation roadmaps. Advocate for evidence-based decision making across the wider DX team and client organisation. Customer Journey & Experience Strategy Support: Develop customer journey maps, personas, behavioural frameworks, and insight reports that support experience strategy and design decision-making. Help identify end-to-end customer experience opportunities across multiple channels and touchpoints. Support workshops and collaborative sessions to align stakeholders around customer needs, priorities, and opportunity areas. Contribute to the definition of customer-centric frameworks, principles, and ways of working within the Web Ops (DX) team. Ensure customer insight is effectively integrated into product, content, UX, and optimisation workflows. Collaboration & Stakeholder Engagement: Work collaboratively with UX Designers, UI Designers, Content Strategists, Analysts, Developers, Product Owners, Program Managers, and client stakeholders. Present research findings, insights, and recommendations clearly and confidently to diverse audiences ranging from delivery teams to senior stakeholders. Collaborate with cross-functional teams to ensure research outputs are actionable, measurable, and aligned to business objectives. Support the prioritisation of customer experience opportunities based on user impact, feasibility, and commercial value. Contribute positively to team culture, research maturity, and continuous improvement initiatives within the DX team. What we want from you: Strong experience in CX Research, UX Research, Service Design Research, or related customer insight disciplines within digital environments. Proven experience conducting and synthesising both qualitative and quantitative research methodologies. Strong understanding of digital customer journeys, user behaviour analysis, and customer-centred design principles. Experience working across complex web ecosystems, digital products, or enterprise-level platforms. Ability to translate research findings into clear, actionable insights and strategic recommendations. Strong experience creating research outputs including journey maps, personas, insight reports, workshop outputs, and behavioural analysis. Familiarity with analytics, experimentation, CRO, and behavioural insight tools and methodologies. Strong workshop facilitation, stakeholder engagement, and presentation skills. Comfortable working within fast-paced operational environments managing multiple concurrent priorities and research requests. Strong collaboration skills with the ability to work effectively across UX, UI, analytics, optimisation, content, and development teams. Excellent communication and storytelling skills with the ability to simplify complex information for varied audiences. Automotive, retail, eCommerce, or premium consumer brand experience is advantageous but not essential. A proactive, curious, and solutions-focused mindset with a passion for improving customer experiences through insight-led decision making. What we can offer you: Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are. Permanent only: We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more. Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage. We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish. We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges. And we champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday. AT VML Enterprise Solutions Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands. We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business. As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team. #LI-EMEA #LI-AS1 We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process. WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X. When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.