CRM Content Writer

About the role

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 . Job Desciption Role: Content Writer Reporting to : Creative Director Location: Gurgaon, India VML, a WPP company, is a global powerhouse born from the unification of Wunderman Thompson and VMLY&R - two of the world's most powerful and accomplished creative agencies with complementary capabilities and geographic strengths. We have an industry unique opportunity to provide our client partners with a fully integrated offering across brand experience, customer experience and commerce practices - powered by deep data and technology experience. For more information, visit www.vml.com Roles and Responsibilities We are seeking a talented and versatile Content Writer specializing in crafting compelling and high-performing content for email marketing campaigns (EDMs). The ideal candidate will be a master of concise, persuasive copy that drives engagement, conversions, and brand loyalty across various customer touchpoints. This role involves collaborating closely with marketing, product, and sales teams across various global markets to develop strategic messaging that resonates with the target audiences of those markets. Email & SMS Content Development: Develop, write, edit, and proofread all email marketing copy; including promotional campaigns and response emailers. Translating Concepts to Engagement: Translate complex product features or services into clear, benefit-driven messaging that speaks directly to customer needs and drives action. Brand Voice & Consistency: Maintain and evolve the brand's established voice, tone, and style guidelines across all email and SMS communications, ensuring consistency and brand integrity. Quality Assurance: Ensure all content is grammatically correct, stylistically consistent, and meticulously free of errors. Cross-Functional Collaboration: Collaborate with marketing managers, campaign specialists, designers, and product teams to align campaign objectives, target audiences, and key messaging points. Content Strategy Contribution: Contribute to overall content strategy by brainstorming creative campaign ideas and effective messaging approaches for diverse customer segments. A/B Testing Support: Actively participate in A/B testing initiatives by providing varied copy options for elements like subject lines, CTAs, and body text to optimize campaign performance. Performance Awareness: Understand and interpret email and SMS performance metrics (e.g., open rates, click-through rates, conversion rates) to inform and refine future content decisions. Content Optimization: Iteratively refine and optimize copy based on performance data, feedback, and evolving industry best practices to maximize campaign effectiveness. Compliance Adherence: Ensure all communications strictly adhere to relevant legal and compliance guidelines (e.g., CAN-SPAM, GDPR) for digital marketing. Skills & Competencies: 5-7 years of proven experience in content writing, with a significant focus on email and WhatsApp/SMS marketing. A strong portfolio demonstrating successful email and SMS campaigns across various objectives (e.g., acquisition, retention, conversion). Exceptional writing, editing, and proofreading skills with a keen eye for detail and persuasive language. Demonstrated ability to write clear, concise, compelling, and persuasive copy for both short-form (SMS character limits) and longer-form (email) platforms. Strong understanding of direct marketing principles, customer segmentation, and lifecycle marketing strategies. Ability to adapt writing style and to

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