Business Analyst - Enterprise & AI Solutions

Who We Are WPP Enterprise Solutions designs, builds, and operates the growth systems that competitive businesses rely on. In a world where Al is reshaping how companies drive growth, we lead clients in business transformation and marketing modernization, connecting strategy directly to execution. Our 12,000 experts in engineering and platforms, commerce, consulting, content transformation, CRM, and CX work within a unified global operating unit across 40+ markets. WPP Enterprise Solutions works alongside best-in-class partners including Adobe, AWS, Braze, Google, Microsoft, Salesforce, and Shopify, as well as innovators in AI, to deliver growth solutions tailored to the needs of our clients’ businesses. VML, part of WPP, supports WPP Enterprise Solutions by helping brands activate transformation through creativity and experience. Working in technology & innovation with WPP Enterprise Solutions At WPP Enterprise Solutions Netherlands, we create connected brands to drive growth. Our expertise spans the full customer journey, with deep capabilities in commerce, consultancy, CRM, CX, data, production, technology, content, media and more. We deliver end-to-end solutions for ambitious B2B and B2C brands, supported by the wider WPP network. Our work combines strategy, product thinking, experience design, data, engineering and AI to solve real business problems, from enterprise commerce modernisation and digital shelf excellence to AI-enabled content operations, marketing automation, GEO, workflow orchestration and custom AI agents. About the team You’ll join the Product Management & AI Solutions team: the group that bridges business strategy, customer experience and technology to deliver scalable commerce and enterprise solutions. We work closely with UX/CX, Data & AI, SEO/GEO, Content, CRM, Paid and Retail Media, Engineering and Delivery teams. Our ambition is to move beyond isolated skills and build repeatable, outcome-led propositions around commerce growth topics such as Search & Discovery, Personalisation, CRO & Experience Optimisation, Product Data/PIM & Digital Shelf, Content Supply Chain & AI Content Operations, CRM & Lifecycle Growth, Performance & Retail Media, SEO/GEO and Composable Commerce Modernisation. Alongside this, we are growing our applied AI work: shaping and delivering custom AI agents and AI-enabled workflows for clients, from discovery and pilot through to production and continuous improvement. Why this role exists Clients are increasingly asking for integrated solutions rather than isolated delivery capacity. They need people who can understand the business problem, shape the product direction, define the right solution, translate it into clear specifications and guide teams through delivery. At the same time, AI is changing how commerce, content, marketing and operations work, creating a need for analysts who can combine structured requirements thinking with product ownership, enterprise technology understanding and the design of AI-enabled workflows and agents. This role is designed for someone who can operate as a strong Business Analyst, step into Product Owner responsibilities when needed, advocate for product thinking inside the organisation and help turn our AI and commerce capabilities into scalable client value. You will work across both our commerce and enterprise product work and our applied AI work. The mix depends on client demand, and we expect the AI share to grow over time. The role As Business Analyst, Enterprise & AI Solutions, you bridge business needs, product direction and technical delivery across enterprise digital commerce and martech ecosystems. You analyse business processes, clarify user and stakeholder needs, define requirements and support solutioning across the commerce stack: CMS, Search, PIM/PXM, DAM, ERP, OMS, CDP, CRM, analytics, marketing automation, paid/media platforms and integration layers. You will also work on AI initiatives such as custom AI agents (for example for pricing, search or customer service), content and marketing automation, product/content enrichment, GEO and organic discoverability, AI orchestration and workflow automation. You do not need to be a machine learning engineer or a domain expert, but you must be technically curious and comfortable working with APIs, data flows, automation tools, LLM-based workflows, AI quality evaluation, governance requirements and human-in-the-loop processes. Depending on your experience and the project context, you may act as a hands-on BA, a product-minded discovery partner, a proxy Product Owner or a work stream lead. In all cases, your job is to make ambiguity manageable, decisions explicit and delivery focused on measurable value. What you will do • Collaborate with Solution Architects and Product Owners and translate business goals into clear requirements, user stories, acceptance criteria, process flows, tech architecture, data flows and integration specifications that delivery teams can act on. • Work across commerce, martech and enterprise ecosystems, including CMS, Search, PIM/PXM, DAM, ERP, OMS, CDP, CRM, analytics, marketing automation and media platforms. • Identify, shape and specify practical AI, automation and workflow orchestration opportunities across content, marketing, commerce and operational processes, from process mapping and readiness checks to a scoped pilot with a clear business case. • Specify AI agents and LLM-based workflows: define the task, data sources, tools and integrations, guardrails, human-in-the-loop steps and escalation paths, plus the evaluation criteria that decide when a solution is ready to go live. After launch, help measure quality, adoption and business impact. • Act as a Business Analyst or proxy Product Owner when needed by supporting prioritisation, backlog refinement, sprint planning, UAT, release preparation and stakeholder alignment. • Connect business, UX, data, SEO/GEO, content, engineering, legal and delivery teams to make sure solutions are valuable, feasible, scalable and well governed. • Help make our AI work repeatable and sellable: contribute to proposals, scoping and estimates, and build reusable assets such as discovery templates, requirement patterns, evaluation sets and playbooks. • At the senior end of the role, independently lead workstreams, own parts of the client relationship and coach junior analysts or product team members. Who you are • A structured problem-solver who starts with the business problem, not only the requested feature. • A product-minded Business Analyst who can move between discovery, specification, prioritisation and delivery support. • Comfortable acting as a proxy Product Owner when a project needs stronger product ownership. • Technically fluent enough to discuss APIs, data flows, integrations, platform dependencies and implementation trade-offs with engineering teams. • Curious and pragmatic about AI: you use AI tools in your own work and understand the opportunity, but also the need for governance, quality, reliability and human oversight. • Comfortable with fast-moving technology: you focus on the problem and the outcome rather than a specific tool, and you pick up new platforms quickly. • Strong in workshops, stakeholder alignment and decision-making, with the confidence to challenge constructively. • Able to represent the Product Management & AI Solutions team inside WPP and help other teams understand the value of product thinking and applied AI. • Commercially aware: you can connect requirements and solutions to client value, efficiency, scalability, conversion, discoverability or operational impact. • Collaborative and low-ego, with the ability to work across Commerce, UX/CX, Data, SEO/GEO, Content, CRM, Media, Engineering and Delivery. What you’ll need The basics • 3-5 years of experience as a Business Analyst, Product Owner, Solution Analyst or similar role, ideally in commerce, martech, enterprise platforms,