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About the Role

We are seeking a Content Lead to join our rapidly expanding eCommerce team. You will be part of our Experience Team, working alongside experts in CX, UX, UI, Service Design, CX Research, CX Consultancy, CRO, and SEO. This role requires strategic thinking and proven experience in content strategy, including audience persona development, content audits, content calendars, tone of voice guidelines, and discoverability strategy.

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 thrive 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.
• Solid understanding of SEO, GEO, and data-driven content optimization.
• 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
• Content architecture
• Storytelling
• UX/UI collaboration
• Performance data analysis
• KPI definition
• Measurement frameworks
• Content systems thinking
• SEO
• AI tools in content generation
• Writing
• Editing
• Inclusive and accessible content practices
• Google Analytics
• Content Square
• SEMrush
• A/B testing tools

Location

• London, UK

Work Type

• Hybrid
• Permanent

Experience Level

• Senior

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

• 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.
• 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.
• WPP is the trusted growth partner for the world’s leading brands.
• WPP unites 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.

Equal Opportunity

• 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.