Lead Content Strategist

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 . 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. 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.

Responsibilities

• 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 recomme

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