Associate Director, Performance Content

twentysix; Kansas City (MO); Hybrid; USD 75,000 - 180,000; Full time

Benefits offered by this job

Hybrid work model

Competitive benefits package

Job summary

VML, part of WPP, is a leading creative company delivering AI-enhanced content and search-led strategies for major brands. The Associate Director will guide performance content across client websites, mentoring teams and shaping the strategic vision.

The role blends consulting with hands-on leadership, leveraging GEO, generative AI, and editorial excellence to drive growth. The team operates in a hybrid setup with offices globally.

Qualifications

• 7+ years experience in content strategy, SEO, or digital writing with a proven track record of managing direct reports and leading complex client accounts in an agency setting.

Responsibilities

• Consultative AI leadership: define, implement, and scale AI across the client content ecosystem.
• Next-gen search optimization: apply GEO and LLM retrievability to improve discoverability of site copy.
• AI tool integration: build/ deploy AI agents to optimize team workflows and leverage WPP Open platform and tools.
• Relationship management: lead high-touch client relationships with diplomacy and strategic insight.
• Account operations: own content workstreams and guide optimization plans and reporting.
• Editorial & content excellence: oversee long-form website copy and ensure brand voice and quality.
• Leadership & coaching: mentor staff, manage resources, and contribute to growth initiatives.

Skills

Content strategy

SEO

Digital writing

Leadership

Tools

ChatGPT

Claude

Microsoft Office Suite

Keynote

Trello

SharePoint

OneNote

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.

About the Role

The Associate Director, Performance Content is a key member of our Performance Content Leadership Team, responsible for driving the strategic vision, execution, and day-to-day management of high-performance content for client-owned websites.

This role exists to lead our client’s digital evolution at the intersection of search, content strategy, and artificial intelligence. As an Associate Director, you will champion AI transformation on a major, high-profile account, ensuring our client’s web properties are optimized for the next generation of search.

This is a highly collaborative, people-first role. You will act as the trusted strategic anchor for high-touch, sophisticated client relationships, relying on exceptional diplomacy and consulting skills to navigate complex dynamics and align business objectives. Internally, you will foster a culture of growth by mentoring direct reports, steering resource management, and contributing to new business and scoping initiatives to help lead our practice to its annual goals.

What you'll do

• Consultative AI Leadership:Partner closely with client teams to define, implement, and scale the utilization of AI across their content ecosystem.
• Next-Gen Search Optimization:Apply emerging Generative Engine Optimization (GEO) practices and Large Language Model (LLM) retrievability workflows to ensure website copy is discoverable in conversational AI search engines.
• AI Tool Integration:Build and deploy custom AI agents to optimize team workflows; leverage VML’s proprietaryWPP Openplatform alongside tools like ChatGPT and Claude to drive content innovation.

Client Partnership & Account Ownership

• Relationship Management:Serve as the day-to-day strategic lead for complex, high-touch client relationships, using active listening and diplomacy to build trust and align expectations.
• Client Advocacy & Consultation:Translate complex search, AI, and content performance metrics into clear, persuasive narratives and presentations for senior stakeholders.
• Account Operations:Own the content workstream for the account, guiding optimization plans and performance reporting while consulting with Directors and above on broader strategic goals.

Editorial & Content Excellence (Client-Owned Websites)

• Web Content Strategy:Oversee the end-to-end execution of long-form website copy, articles, and blogs, ensuring all output meets rigorous brand voice and style standards.
• Editorial Quality Assurance:Review and edit junior team members' work to maintain an exceptionally high caliber of writing, grammar, and style.
• Content Auditing & Gaps:Identify strategic content opportunities and recommend new topics to fill performance gaps on client-owned websites.

Leadership, Coaching & Practice Operations

• Direct Report Development:Manage a team of direct reports, providing strengths-based professional coaching, actionable feedback, and clear career pathing.
• Resource & Scoping Management:Assist practice leadership with resource planning, scope of work (SOW) development, and project estimating.
• Practice Growth:Support new business pitches and develop strategic case studies that highlight the team's successes and validate ongoing client relationships.
• Team Training:Onboard staff on internal processes, agency tools, and rapidly changing industry standards.

Who you are

• 7+ years experience in content strategy, SEO, or digital writing with a proven track record of managing direct reports and leading complex client accounts in an agency setting.

Technical Skills

• Generative AI:Strong familiarity with ChatGPT, Claude, and/or enterprise AI platforms. Understanding of prompt engineering and building workflow agents is highly preferred.
• SEO & Web Strategy:Deep understanding of SEO principles, accessibility best practices, and emerging search trends (GEO).
• Content Craft:Master-level writing and editing skills (AP Style, Grammarly, and content management systems).
• Agency Tools:Proficiency in Microsoft Office Suite, Keynote, Trello, SharePoint, and OneNote.

Core Competencies (Soft Skills)

• Diplomacy & Relationship Building:Exceptional emotional intelligence with a natural ability to navigate high-touch, complex client environments.
• Leadership & People Development:A passion for mentoring talent, managing competing demands, and motivating a team.
• Strategic & Critical Thinking:Ability to look beyond execution to see the broader business impact of content and technology.
• Agility:A lifelong learner who embraces change and remains highly receptive to feedback during collaborative writing and strategy processes.

We offer a competitive benefits package.

_$75,000—$180,000 USDWe 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, andX.