Senior Content Designer UK

Wundermanthompson; Greater London; On-site; GBP 60,000 - 90,000; Full time

Job summary

VML in London is seeking a Senior Content Designer to join our Design Team on a permanent basis. You will shape experiences that are rewarding, personalised and effortless in every interaction.

You’ll play a key role crafting multi-step journeys, improving campaigns, and guiding content strategy with user research, data and AI insights while collaborating with product, UX, Brand and Legal. This role anchors accessibility and evolving design systems across platforms.

Qualifications

• Deep Content Design experience designing content for complex digital products and multi-step journeys.
• Ability to structure content architecture and information hierarchy.
• Experience collaborating in early discovery with product and UX partners.
• Experience with content design systems, style guidelines and governance.
• Comfort with analytics, conversion metrics and user research.
• Ability to align stakeholders across product, marketing and brand.
• Hands-on prototyping in Figma and related tools; AI-assisted workflows.

Responsibilities

• Own Major Initiatives & Launches: end-to-end content design for flagship launches and complex journeys.
• Be the Content Advocate in Early Discovery: collaborate with product and UX at problem-framing.
• Architect Complex Journeys: design multi-step content architecture and navigation.
• Evolve the Content Design System: document reusable content components and standards.
• Establish Governance Frameworks: define governance models and quality processes.
• Drive Data-Informed Decisions: analyze quantitative and qualitative data to guide copy.
• Foster Cross-Functional Alignment: work with Product, Engineering, Brand, Marketing, Legal.
• Ensure Accessibility & Inclusivity: adhere to WCAG and plain language requirements.
• Leverage Modern Tooling: use Figma/FigJam to document flows and layouts, explore AI-assisted workflows.

Skills

Deep Content Design

Content Architecture

UX Collaboration

Design Systems

Data Literacy

Figma Prototyping

Accessibility

Tools

Figma

FigJam

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.

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

The opportunity

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

As a Senior 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 major product initiatives, multi-step journeys, campaign activity and vehicle launches.

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 work mostly independently, with support from a Content Lead to provide direction, review your work and help navigate complex decisions.

What you’ll be doing

• Own Major Initiatives & Launches: Drive the end-to-end content design for flagship launches, multi-step customer flows, and complex campaign-driven journeys across digital platforms.
• Be the Content Advocate in Early Discovery: Partner early with product managers and UX leads in the concept phase, shaping product intent, defining information hierarchy, and solving UX problems with content before visuals are developed.
• Architect Complex Journeys: Design and structure multi-step content architecture, taxonomy, and navigation paths to ensure seamless transitions across complex digital touchpoints.
• Evolve the Content Design System: Define and document reusable content components, patterns, and copy standards within our design system to ensure long-term consistency across digital products.
• Establish Governance Frameworks: Define clear content governance models, review processes, and quality frameworks so high standards and brand consistency are maintained post-launch.
• Drive Data-Informed Decisions: Interrogate quantitative performance data (conversion, drop-off, engagement) and qualitative research to formulate hypotheses, test copy variations, and make evidence-based design iterations.
• Foster Cross-Functional Alignment: Work autonomously with cross-functional partners across Product, Engineering, Brand, Marketing, and Legal to align journey messaging with product requirements.
• Ensure Accessibility & Inclusivity: Ensure all multi-step flows and launch content comply with modern accessibility standards (WCAG), plain language requirements, and assistive technology needs.
• Leverage Modern Tooling: Work hands-on in tools like Figma and FigJam to document user flows, wireframe content layouts, prototype copy in situ, and explore AI-assisted workflows to optimise efficiency.

What we want from you

• Deep Content Design Experience: Proven track record designing content for complex digital products, multi-step journeys, or major customer-facing campaign launches.
• Complex Journey & Architecture Skills: Demonstrated capability in content architecture, information hierarchy, and structuring complicated user flows into clear, intuitive journeys.
• Early-Phase UX Advocacy: Experience collaborating with product and design partners at the problem-framing stage, shaping the solution before high-fidelity design work starts.
• Design Systems & Governance Experience: Practical experience developing, documenting, or applying content design system components, style guidelines, and governance processes.
• Strong Data Literacy: Comfortable using analytics, conversion metrics, and user research findings to steer content decisions and evaluate performance.
• Cross-Discipline Alignment: Skilled at collaborating autonomously with stakeholders across product, marketing, and brand to align on goals and resolve conflicting priorities.
• Figma & Prototyping: Hands-on experience working directly inside Figma and modern collaborative tools to prototype content alongside UX/UI designers.
• Accessibility Expertise: A th