Copywriter / 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 . What this role is about : We're looking for someone who can both write and think strategically about content across channels. This isn't just a copywriting role, we need someone who understands how messaging works across paid media, web, social, and SEO, and can connect the dots. The person in this role should be comfortable jumping from big-picture thinking (campaign messaging, content strategy) into execution (writing ads, landing pages, social copy, etc.). Please note the successful candidate will work on a large client in the nicotine category

Responsibilities

• Content Strategy
• Develop and execute integrated content strategies across paid, owned, and earned channels
• Align messaging with brand voice, audience insights, and business goals
• Plan content calendars across web, social, and campaigns
• Translate campaign objectives into clear content frameworks and messaging hierarchies
• Copywriting
• Write high-performing copy for:
• Paid media (search, display, social ads)
• Website pages (landing pages, product pages, UX copy)
• Social media (organic and paid)
• Email campaigns and CRM journeys
• Adapt tone and messaging for different platforms and audience segments
• Collaborate with designers and creatives to bring ideas to life
• SEO & Performance Content
• Create and optimize content for search (on-page SEO, keyword integration, metadata)
• Monitor and refine content based on performance metrics (CTR, conversion, engagement, rankings)
• Collaboration & Execution
• Work cross-functionally with teams
• Manage multiple projects in a fast-paced environment

Requirements

• 3-6+ years experience in copywriting and/or content strategy
• Strong portfolio demonstrating work across paid media, web, and social
• Experience writing performance-driven copy (conversion-focused)
• Solid understanding of SEO principles and content optimization
• Ability to balance creativity with data and insights
• Excellent communication and storytelling skills
• Experience working in an agency or fast-paced marketing environment is a plus
• The base salary for this position at the time of this posting may range between the values at the bottom of this posting. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications.
• -
• $45,000 - $95,000 CAD
• 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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