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About the Role

WPP Enterprise Solutions is seeking a Content Lead to join their rapidly expanding eCommerce team. This role involves strategic thinking and proven experience in content strategy processes, including audience persona development, content audits, content calendars, tone of voice guidelines, and discoverability strategy. The ideal candidate will bring an innovative approach to content creation, adapt to a changing agency environment, and lead and inspire junior team members. The role focuses on understanding business needs and customer goals to deliver world-class content that informs, entertains, inspires, and engages clients' customers.

Responsibilities

• Proactively generate strategic content concepts, solutions, and propositions to solve complex business problems, respond to client briefs, and drive engagement and conversion.
• Champion a content-first methodology across website experience design, ensuring content architecture, message hierarchy and high-impact storytelling are embedded early alongside UX and UI.
• Articulate client expectations and act as the voice of content, collaborating with colleagues and clients to overcome challenges and unlock opportunities.
• Confidently present strategic content proposals to senior stakeholders and use performance data to deliver actionable enhancement recommendations.
• Oversee a multidisciplinary content team to implement strategy, measure content performance and identify optimisation opportunities.
• Define KPIs and measurement frameworks for content performance, connecting engagement metrics directly back to business and conversion goals.
• Deliver core strategic outputs, including content audits, content strategies, tone of voice guidelines, ways of working and governance frameworks.
• Plan and manage content calendars, content propositions, and content management workflows, delivering a comprehensive, forward-looking view of content strategy to drive long-term engagement.
• Apply content systems thinking to build holistic, scalable, and reusable content ecosystems that leverage existing design systems, component libraries, and client frameworks.
• Collaborate with WPP teams spanning Creative, Activation, CRM, Social, Creative and external production partners to ensure seamless experiences across digital channels.
• Collaborate closely with our specialist SEO/GEO team to translate search and AI insights into strategically optimised content that maximises discoverability and visibility.
• Establish guidelines and governance for the ethical and effective use of AI tools in content generation, balancing operational efficiency with brand integrity.
• Write, edit, and oversee language, tone, and editorial standards as we scale, across both interaction/microcopy and broader brand storytelling.
• Champion inclusive and accessible content practices, ensuring all digital experiences comply with relevant accessibility standards and resonate with diverse audiences.

Requirements

• Talented, enthusiastic, focused, and professional with proven experience of managing digital content in eCommerce.
• Experience from an in-house eCommerce or editorial team, or a digital agency with a commerce focus.
• Keen to learn and challenge for smarter ways of doing things.
• A team leader proud of their work who wants to share it.
• Ability to work in a fast-paced environment and inspire outstanding online experiences for consumers.
• Extensive online content strategy and creation experience focused on driving conversion and enhancing user experience.
• Proven track record in developing, managing and building strong relationships with clients/stakeholders at a senior level, acting as a trusted advisor while being confident in raising issues and managing multiple stakeholder expectations.
• Demonstrated ability to pioneer new content initiatives, pilot innovative ideas, and manage projects from conception to completion.
• Experience crafting targeted content across the entire customer journey, from acquisition to retention.
• Experience adapting content for multi-region or responding to multi-market campaigns.
• Skilled in orchestrating multiple content initiatives in a high-velocity, dynamic environment.
• Ability to thrive in an agile environment, pivoting quickly in response to promotional shifts.
• Proven ability to define and champion ‘what good looks like’ for distinctive, memorable brand narratives.
• Skill in writing persuasive content that drives engagement, reduces friction, and maximizes conversion rates at every stage of the digital journey.
• Exceptional communication, prioritization, and organisational skills in a fast-paced environment.
• Data-driven candidates with a focus on conversion rate optimization and user engagement metrics.
• Able to prioritise tasks, understand your capacity and set expectations for delivery.
• Brings enthusiasm, accountability, and a positive, collaborative spirit to a fast-moving team.

Skills

• Content strategy
• Audience persona development
• Content audits
• Content calendars
• Tone of voice guidelines
• Discoverability strategy
• Content creation
• UX
• UI
• Service Design
• CX Research
• CX Consultancy
• CRO
• SEO
• Content systems thinking
• AI tools in content generation
• Interaction/microcopy writing
• Brand storytelling
• Inclusive and accessible content practices
• Google Analytics
• Content Square
• SEMrush
• A/B testing tools

Location

• London, UK
• Client site (occasional travel)

Work Type

• Hybrid
• Permanent

Experience Level

• Senior
• Management

Benefits

• 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

About the Company

• WPP Enterprise Solutions designs, builds, and operates the growth systems that competitive businesses rely on. They lead clients in business transformation and marketing modernization, connecting strategy directly to execution. Their 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 their clients’ businesses. VML, part of WPP, supports WPP Enterprise Solutions by helping brands activate transformation through creativity and experience.
• 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 their agentic marketing platform, WPP Open – they help clients navigate change, capture opportunity and deliver transformational growth.

Equal Opportunity

• WPP (VML/WPP Enterprise Solutions) 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.