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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.
Lead Content Strategist
Lead Content Strategist needed on a contract basis to join our VML Enterprise Solutions’ Experience Team alongside experts in UX, UI, Service Design, CX Research, and CX Consultancy in London.
The opportunity:
We have an exciting opportunity for an experienced Lead Content Strategist to join the team. Working as part of VML Enterprise Solutions’ Experience Team alongside experts in UX, UI, Service Design, CX Research, and CX Consultancy, you will play a key role in shaping the future content ecosystem and customer experience across client digital platforms.
This role requires a highly strategic content thinker with strong experience across enterprise content strategy, structured content, composable content ecosystems, and scalable content operations. You will help define how content is planned, structured, governed, and delivered across a modern digital experience architecture.
A key focus of the role will be delivering strategic foundations including Content Strategy, Tone of Voice Guidance, Content Modelling, and Composable-ready Content & Design Principles that support scalable, customer-centred digital experiences across multiple touchpoints and channels.
You will work closely with UX, UI, Service Design, Product, SEO, Development, Architecture, and client stakeholder teams to ensure content supports customer journeys, operational scalability, and future platform flexibility within a composable ecosystem approach.
Please bear in mind that this is a contractual position.
What you’ll be doing:
- Define and champion a clear enterprise content strategy aligned to customer needs, business objectives, and our client’s wider digital experience vision
- Lead the development of scalable content frameworks, governance models, workflows, and operational approaches across the digital ecosystem
- Develop comprehensive Tone of Voice Guidelines that support consistency across brands, products, services, and customer touchpoints
- Conduct content audits, gap analyses, competitor reviews, and ecosystem assessments to identify strategic opportunities and priorities
- Collaborate with UX, Service Design, and Product teams to ensure content strategy is fully integrated into wider customer journey and experience design initiatives
- Support the definition of scalable and future-ready content operations approaches within a composable architecture environment
- Lead the definition of content models and structured content approaches that support composable CMS and multi-channel delivery ecosystems
- Help establish composable-ready content and design principles to support flexibility, scalability, reuse, governance, and omnichannel delivery
- Collaborate with technical and architecture teams to align content structures with platform capabilities and implementation approaches
- Define reusable content patterns, taxonomy approaches, metadata considerations, and modular content structures
- Support the alignment of content strategy with design systems, component thinking, and scalable digital experience frameworks
- Ensure content approaches support accessibility, localisation, SEO, personalisation, and future platform evolution
- Act as a strategic content lead across multidisciplinary teams including UX, UI, Service Design, Product, SEO, Analytics, Development, and client stakeholders
- Facilitate workshops, working sessions, and stakeholder alignment activities around content strategy, governance, and customer experience
- Translate complex business, operational, and technical requirements into actionable content recommendations and frameworks
- Present strategic thinking, recommendations, and rationale clearly and confidently to both delivery teams and senior stakeholders
- Help establish content best practices, governance standards, and scalable ways of working across the programme
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What we want from you:
- Significant proven experience in Content Strategy within complex enterprise digital environments
- Strong experience developing enterprise-level content strategies, governance models, and scalable content ecosystems
- Proven experience with structured content, content modelling, modular content approaches, and composable CMS ecosystems
- Strong understanding of composable architecture principles and how content supports omnichannel digital experiences
- Experience defining Tone of Voice Guidelines, content frameworks, taxonomy approaches, and reusable content structures
- Strong understanding of how content strategy intersects with UX, Service Design, SEO, accessibility, design systems, and digital product delivery
- Experience collaborating with multidisciplinary teams including UX, UI, Product, SEO, Development, Architecture, and Operational stakeholders
- Excellent workshop facilitation, stakeholder management, and presentation skills
- Ability to navigate complexity and translate strategic thinking into practical, scalable recommendations
- Strong understanding of customer-centred design principles and digital customer journeys
- Experience working across enterprise web platforms, digital transformation programmes, or large-scale customer ecosystems
- Automotive, mobility, retail, or other customer experience-led industry experience is advantageous but not essential
- Strong portfolio or examples of strategic content work across complex digital ecosystems is essential
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.
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Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains, and Courage.
- Heart: We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish.
- Brains: We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.
- Courage: We champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday.
AT VML Enterprise Solutions
Our Enterprise Solutions division houses strategic consultants, creative and technical architects, and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B, and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands.
We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell, and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools, and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business.
As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team.
#LI-EMEA
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, and follow along on Instagram, LinkedIn, and X.
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