Content Designer UK

Wundermanthompson; Greater London; On-site; GBP 40,000 - 60,000; Full time

Job summary

VML in London is seeking a confident Content Designer to shape website experiences for campaigns, vehicle launches and landing pages. You will work with a multidisciplinary team across UX, UI and content, using research, data and AI insights to guide copy decisions.

The role emphasizes end-to-end content, tone of voice, accessibility, and continuous improvement of journeys, with senior oversight and collaboration with designers, researchers, product owners and developers.

Qualifications

• Solid hands-on experience in content design, UX writing, or digital copywriting for customer-facing digital products or platforms.
• Portfolio demonstrating user journeys, wireframes, content testing, or iterative improvements based on user data.
• Experience using Figma to wireframe flows, collaborate on designs, and prototype solutions.
• Strong understanding of usability heuristics and accessibility standards (WCAG, typography, hierarchy, assistive tech compatibility).
• Experience using quantitative metrics and qualitative research/testing to guide content decisions.

Responsibilities

• Craft End-to-End Content across digital touchpoints, focusing on key vehicle/nameplate updates and landing pages.
• Map user journeys & wireframes with designers to define flows and prototype content-led landing pages in Figma.
• Champion tone of voice and usability across touchpoints from discovery to detail pages and CTAs.
• Design for accessibility with clear language, header structure, descriptive links and alt text.
• Collaborate day-to-day with UX/UI designers, researchers, product owners and developers to build, test, and evolve experiences.
• Audit and iterate content journeys to identify friction points and opportunities for improvement.
• Support user research and testing, formulate hypotheses, define content testing methods, and refine copy based on findings.
• Contribute to design system, taxonomy, and content guidelines to maintain cross-squad consistency.
• Balance workstreams with prioritisation support from a senior/lead or delivery manager.

Skills

Content design

UX writing

Portfolio

Figma

Usability

Research methods

Communication

Attention to detail

AI tools

English degree background

Education

English / Journalism / Communications / HCI / UX Design degree

Job description

Who We Are

VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world's leading creative companies, including the WARC Creative 100. VML's global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.

Content Designer needed to join our Design Team on a permanent basis.

The opportunity

We're looking for a confident, creative and versatile Content Designer to work on our client's website experience.

As a Content Designer, you'll be shaping experiences that are rewarding, personalised and effortless in every interaction.

You'll find new opportunities and improve existing journeys, crafting intuitive and engaging solutions for campaign activity, vehicle launches and landing pages.

You'll weigh business objectives with user expectations, delivering content that exceeds both. And you'll use language to engage, inform, guide and persuade.

So, you'll really need to know the value the right content can add to a customer journey. Plus, you'll need a big appetite for using customer research, data and analytics and smart uses of AI to guide your design process.

You'll be collaborating with a multidisciplinary team, spanning UX, UI and Content, with Senior oversight on complex tasks.

What you'll be doing

• Craft End-to-End Content: Design clear, engaging, and consistent content across digital touchpoints, focusing on key vehicle/nameplate updates and landing pages.
• Map Journeys & Wireframe: Partner with designers to map user journeys, define user flows, and build content-led landing page wireframes and prototypes in Figma.
• Champion Tone of Voice & Usability: Apply usability principles and ensure tone of voice consistency across all touchpoints, from discovery through to detail pages and call-to-actions.
• Design for Accessibility: Like plain language, header structure, descriptive links and alternative text, working with designers and developers.
• Collaborate Cross-Functionally: Work day-to-day with UX/UI designers, researchers, product owners, and developers to build, test, and evolve customer experiences.
• Audit & Iterate: Map and audit existing content journeys, identifying friction points and opportunities for continuous iteration and improvement.
• Support User Research & Testing: Collaborate with researchers to formulate hypotheses, define content testing methods, participate in user testing sessions, and use findings to validate and refine copy.
• Contribute to Standards: Follow and contribute to the evolution of our design system, taxonomy, and content guidelines to maintain consistency across squads.
• Balance Workstreams: Prioritisation support from a senior/lead or delivery manager.

What we want from you

• Proven Content Design Experience: Solid hands-on experience in content design, UX writing, or digital copywriting for customer-facing digital products or platforms.
• Portfolio of Work: A portfolio demonstrating practical examples of content design-including user journeys, wireframes, content testing, or iterative improvements based on user data.
• Figma & Prototyping Skills: Comfortable working directly in Figma to wireframe flows, collaborate on designs, prototype solutions, and ensure files are annotated with clear documentation.
• Usability & Accessibility Knowledge: A strong understanding of core usability heuristics and accessibility standards (e.g., WCAG, clear typography/hierarchy, assistive tech compatibility).
• Research-Informed Mindset: Experience using quantitative metrics and qualitative research/testing to guide and justify content decisions.
• Stakeholder Communication: Ability to articulate content rationale clearly and collaborate effectively across design, product, brand, and marketing teams.
• Attention to Detail: Meticulous eye for detail, grammar, terminology, and tone of voice consistency.
• Interest in Emerging Tools: Curiosity about AI tools and workflow developments and how they can support and streamline content design tasks.
• Relevant Background: A degree or equivalent practical experience in English, Journalism, Communications, Human-Computer Interaction (HCI), UX Design, or a related field.

If you know some of this, even better

Candidates from digital copywriting should demonstrate user-centred decisions, testing or iteration.

Experience working within automotive, luxury markets, or large-scale digital retail platforms.