Content Lead

twentysix; Greater London; On-site; GBP 70,000 - 95,000; Full time

Benefits offered by this job

Discretionary bonus scheme

Training opportunities

Pension

Medical insurance

Life assurance

Social events

Holidays buy/sell

Job summary

VML, part of WPP, is seeking a Content Lead to join our rapidly expanding eCommerce team in London. You will drive content strategy, lead a talented team, and partner across CX, UX, SEO, and external partners to deliver world-class online experiences.

You will shape content calendars, tone guidelines, and governance, ensuring content resonates with multi-region customers while driving conversion and engagement in a fast-paced agency setting.

Qualifications

• Proven experience managing digital content in eCommerce
• Extensive online content strategy and creation experience focused on driving conversion and improving user experience
• Proven track record in building relationships with clients/stakeholders at senior level
• Ability to pioneer new content initiatives and manage projects from conception to completion
• Experience crafting targeted content across the customer journey, from acquisition to retention
• Experience adapting content for multi-region or multi-market campaigns
• Skilled at orchestrating multiple content initiatives in a fast-paced environment
• Able to thrive in an agile environment and guide teams through shifts in promotion or strategy
• Proven ability to define what good looks like for distinctive brand narratives
• Strong writing skills that drive engagement and conversion across digital touchpoints
• Exceptional communication and organizational skills in a fast-paced setting
• Solid understanding of SEO and data-driven content optimization

Responsibilities

• Generate strategic content concepts and initiatives to solve client problems and drive engagement
• Champion a content-first approach across website experiences with strong information architecture
• Articulate client expectations and collaborate to overcome challenges
• Present strategic content proposals to senior stakeholders and translate performance data into actions
• Lead a multidisciplinary content team and measure content performance
• Define KPIs and measurement frameworks connecting engagement to business goals
• Deliver core outputs like content audits, strategies, tone guidelines, and governance frameworks
• Plan and manage content calendars and workflows for long-term engagement
• Build scalable content ecosystems leveraging design systems and client frameworks
• Collaborate with CMO, CRM, SEO, and production partners to ensure seamless experiences across channels
• Translate search and AI insights into optimized content for discoverability
• Establish guidelines for ethical AI use in content generation and maintain brand integrity
• Write and oversee language, tone, and editorial standards across interactions and storytelling
• Champion accessible content practices compliant with accessibility standards

Skills

Content strategy

Team leadership

Digital content in eCommerce

SEO knowledge

Data-driven decision making

Communication excellence

Cross-functional collaboration

Tools

Google Analytics

Content Square

SEMrush

A/B testing tools

Job description

Who We Are

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. In addition, 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.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite 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.

Content Lead needed to join our rapidly expanding eCommerce team.

The opportunity

You will be working as part of our Experience Team within WPP, sitting alongside experts in CX, UX, UI, Service Design, CX Research, CX Consultancy, CRO and SEO.

In this role you will be required to think strategically, with proven experience in the content strategy process which include audience persona development content audits and assessments, as well as creation of content calendars, tone of voice guidelines and partnering to instill a discoverability strategy.

You will bring an innovative approach to creating inspiring content, while successfully navigating the ever-changing environment of an agency. Flexibility, adaptability, and forward-thinking skills will be key. We are looking for someone who can lead and inspire junior members of the content team.

You will be expected to take the initiative in ensuring the business needs and customer goals of our clients are fully understood and met through world class content. You will lead content strategy and creation to inform, entertain, inspire and engage our clients’ customers.

Hybrid role working from our London Sea Containers office at least one a week with occasional travel to our client's site.

What you’ll be doing

• 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.

What we want from you

Talented, enthusiastic, focused, and professional with proven experience of managing digital content in eCommerce. You will come from in an inhouse eCommerce or editorial team, or digital agency with a commerce focus. Keen to learn and to challenge for smarter ways of doing things; a team leader proud of their work who wants to share it. You like working in a fast-paced environment and are ready to inspire outstanding online experiences for consumers.

• Talented, enthusiastic, and focused with proven experience managing digital content in eCommerce
• 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, with advantageous exposure to Google Analytics, Content Square, SEMrush and A/B testing tools
• 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

What we can offer you

Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are.

Permanent only. We offer a great benefits package including a 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 and much more.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish. We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges. And we champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

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.

VML is a WPP agency (NYSE: WPP). For more information,please visit www.vml.com, andfollowalong on Instagram,LinkedIn, and X.