Director, MAI Search

WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world‑class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth. WPP Media is WPP's AI‑driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale.

Client Context: Audible is Wavemaker Worldwide’s largest client and is the world’s favourite platform for audio content, from podcasts to audiobooks to Audible Originals. Audible has ambitious growth targets that we will help achieve through both branding and performance campaigns across five major markets: UK, France, Italy, Germany and Spain, giving the applicant an opportunity to work across markets and understand how different market behaviours and responses to media.

Role Context: As MAI (Mobile App Install) Director, you will be responsible for the coordination and delivery of app‑install campaigns and associated tracking and reporting needs, including working closely with our MMP, Kochava. The role involves supporting several Account Executives and Account Managers, including those in the Global Hub, who are a core part of the team. You’ll handle search/app‑store campaigns and also social and display MAI activity. Using platform knowledge and account‑management practices, you’ll manage projects to brief, schedule and budget. Ultimately, you’ll deliver world‑class MAI campaigns that exceed client expectations and targets while defining campaign and tracking best practice.

Key Responsibilities:

• Responsibility for the output of your team (UK‑based and Global Hub), both client facing and operational.
• You are accountable for your team’s adherence to Wavemaker Governance and GroupM best practices across your clients.
• Strategic understanding of the client’s business and KPIs, keeping up to date with industry news and proactively spotting trends, product releases, and opportunities to enhance activity.
• Have an excellent understanding of app download campaigns and how to drive and track the best campaign results.
• Own tracking of MAI campaigns and ensure all considerations and complexities are understood and acted upon across the team.
• Maintain a forward‑thinking and innovative approach in the development of all app‑store‑driving search activity.
• Take responsibility for campaign performance and your wider team’s deliverables.

Client & Partner Management:

• Develop strong relationships with the client and key suppliers, leading team communications with stakeholders.
• Be able to communicate with clients on subjects outside your remit and provide useful insight.
• Advise internal and external stakeholders around platform, device and industry trends, displaying deep knowledge and how it impacts client businesses.
• Demonstrate expert knowledge of and monitor the client’s industry and competitive environment to create effective solutions.
• Foster a working relationship across all clients & suppliers to direct flawless execution of plans, building rapport and becoming a trusted advisor representing the agency.
• Ensure service level agreements are aligned with all relevant stakeholders and that all deadlines are met, with tasks managed through our project management suite.

Team Player:

• Active member of the WM community, contributing to internal team meetings, participating in wider GroupM training & events, and more.
• Oversee the performance of Account Executives and Account Managers in your team, ensuring quality control of work.
• Train your team and others across the department; help develop the department’s knowledge & expertise.

People Management:

• Contribute to your UK and Global Hub team’s development and career progression within the agency.
• Lead by example to motivate and encourage.
• Motivational people manager, coaching your team and providing constructive feedback at every appropriate opportunity.

Operational Excellence:

• Help define and drive process automation through efficient ways of working and innovation.
• Ensure the team fully complies with all activation finance processes.
• Contribute to the development of strategic revenue and service opportunities.
• Make full use of available technology, implementing processes that maximize operational efficiencies and identifying opportunities for improvement.
• Takes ownership of operations in the team, proactively suggesting ways to resolve and eliminate issues.

Measures for Success:

• No account errors, accounts never going offline, improved performance and results, completion of tasks & projects on time, client feedback, effective communication, team development, increased utilisation of the Global Hub, and overall progress of clients against the WM Search Maturity Framework.

Skills and Experience:

• Experience in performance media with expertise across app campaigns across channels.
• Strong understanding of how MAI works within the performance and digital ecosystem, particularly in Search activity (Google App Campaigns, Apple Search Ads).
• Deep experience with app download/mobile campaign tracking options and main MMPs, ideally Kochava.
• Working knowledge of best practices within search, social and display channels.
• Strategic understanding of how performance media can be leveraged to drive business growth.
• Good technical and operational ability in core platforms including GAC, Apple Search Ads, Meta, etc.
• Hands‑on experience in planning, buying and optimising across all channels is useful.
• Ability to set appropriate performance‑centric KPIs and evaluate activity against these, understanding secondary KPIs and how they support media activation.
• Proven people‑management and leadership qualities.
• Ability to manage upwards as well as downwards.
• Initiative and resourcefulness.
• All academic backgrounds considered – qualifications in maths, data, media of interest.
• Professional digital media/advertising qualifications or second language fluency is an advantage.
• Excellent organisational and communication skills.

Life at WPP Media & Benefits:

Our passion for shaping the next era of media is powered by a commitment to be extraordinary, investing in our employees to inspire transformational creativity. We lead optimistically and champion growth and development for every individual, allowing WPP Media employees to leverage the extensive global WPP Media & WPP networks to pursue their passions, build vital professional connections, and learn at the cutting edge of marketing and advertising. We create an open environment built on trust and respect, where everyone feels they belong and has opportunities to progress. This inclusive culture is fostered through various employee resource groups and frequent in‑office events showcasing team wins, sharing thought leadership, and celebrating milestones. Our comprehensive benefits package includes competitive medical, group retirement plans, vision and dental insurance, significant paid time off, preferential partner discounts, and mental‑health awareness days. WPP Media is an equal‑opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We believe the best work happens when we’re together, fostering creativity, collaboration, and connection in this open and supportive environment. That’s why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, discuss these with the hiring team during the interview process. Please note that while our philosophy is the same across WPP, benefits may vary by office or country. Please note this is a UK‑based role and requires individuals to have the right to work in this location.