Lead Content Strategist (App Ops)

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 to join a dedicated App Operations team supporting a high-profile automotive client. We have an exciting opportunity for an experienced Lead Content Strategist to join a dedicated App Operations team supporting a high-profile automotive client. Working alongside UX Designers, UI Designers, CX Researchers, SEO specialists, Analysts, Developers, Product teams, and client stakeholders, you will help shape and optimise content experiences across a complex and evolving digital ecosystem. This role requires someone who can think strategically while remaining highly hands-on within a fast-paced operational environment. You will play a key role in defining how content supports customer journeys, enhances usability, improves discoverability, and drives engagement across the client's app and website platforms. As Lead Content Strategist, you will help ensure content experiences align with customer needs, business goals, discoverability objectives, brand standards, and operational requirements. This role goes beyond copy creation - requiring strong experience in content ecosystems, governance, structure, planning, optimisation, and collaboration across multidisciplinary digital teams. You will work closely with UX, SEO, Analytics, Product, Development, and Content Production teams to create scalable, customer-centred content strategies that support continuous improvement across the automotive customer experience.

Responsibilities

• Developing and supporting content strategies across the client's app and web ecosystem, ensuring alignment with customer needs, business objectives, SEO priorities, and brand guidelines
• Conducting content audits, gap analyses, competitor reviews, and content performance assessments to identify optimisation opportunities
• Supporting the creation and evolution of content frameworks, taxonomies, governance models, workflows, and publishing approaches
• Collaborating with UX Designers, Service Designers and CX Consultants to ensure content is effectively integrated within wider customer journeys and digital experiences
• Helping shape information architecture, navigation structures, content hierarchies, and page-level content approaches
• Working closely with SEO specialists and analytics teams to create search-optimised, discoverable, and performance-focused content experiences
• Supporting content optimisation initiatives through behavioural insight, analytics, experimentation, and user feedback
• Defining and maintaining tone of voice guidance and ensuring consistency across multiple web and mobile app touchpoints and content types
• Collaborating with copywriters, UX writers, designers, developers, and client stakeholders to ensure high-quality content delivery across operational workstreams
• Supporting CMS-driven workflows, content migrations, publishing activities, and ongoing content operations processes
• Presenting strategic recommendations, content approaches, and rationale clearly and confidently to internal teams and client stakeholders
• Helping evolve content best practices, governance, and operational efficiencies within the wider DX team
• What we want from you:
• Significant proven experience in Content Strategy, Digital Content, UX Content, or related disciplines within complex digital environments
• Strong understanding of content strategy methodologies including audits, governance, taxonomy, content modelling, workflows, and content ecosystems
• Experience working across large-scale mobile apps, web platforms, ent

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