Content Strategist (App Ops)

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.

Content Strategist needed to define and develop the website content strategy for a leading global brand.

The opportunity:

We are seeking an experienced content strategist to define and develop the website content strategy for a leading global brand.

This role will focus on building the strategic foundations for content, defining a clear content proposition, and establishing standards and governance frameworks to ensure content is purposeful, consistent, and aligned with both business objectives and user needs.

You will work closely with stakeholders across multiple markets and disciplines to create a unified approach to content that delivers measurable value, enhances the customer experience, and supports the brand’s global digital presence.

What you’ll be doing:

1. Content strategy foundations

• Develop the overarching website content strategy to guide planning, creation, and management of content across global markets.
• Align content objectives with brand, business, and customer needs.
• Establish a shared vision for content’s role in the digital experience.

2. Website content proposition development

• Define and document the platform’s content proposition—what content belongs on the website, why it matters, and how it supports business and customer goals.
• Ensure the proposition is business-aware, customer-centric, and adaptable for different regions and audiences.
• Create artifacts and frameworks to help teams make objective, value-based content decisions.

3. Content standardisation

• Review existing content guidelines and standards to assess digital fit and proposition alignment
• Develop or refine content standards to ensure quality, consistency, and brand alignment across all markets.
• Develop and document a core model to support standardisation at scale.

4. Stakeholder engagement

• Facilitate workshops and collaborative sessions to gather insights, validate strategy, and build alignment.

5. Enabling future content excellence

• Provide strategic recommendations that set the foundation for ongoing content optimisation and innovation.
• Ensure the strategy is actionable, measurable, and adaptable to evolving business and user needs.

What we want from you:

• Proven experience in website content strategy for large-scale or global brands.
• Expertise in developing content propositions, value maps and content strategy frameworks.
• Ability to translate business objectives and user insights into actionable strategies.
• Experience developing content strategies that incorporate modern content architecture principles
• Able to design and deliver content strategies that leverage headless CMS platforms, structured content models, and AI considerations
• Proficient in content audits, content modelling, and standards development
• Excellent stakeholder management and facilitation skills.
• Outstanding written and verbal communication skills, with the ability to present complex ideas clearly.

If you know some of this, even better:

• Strategic influence – able to gain buy-in from senior stakeholders and guide decision-making at an organisational level.
• Visionary thinking – able to anticipate future content needs and design scalable, future-proof strategies.
• Change leadership – experienced in leading content transformation initiatives and embedding new ways of working.
• Cross-functional collaboration – skilled at working across disciplines such as UX, design, marketing, and product to align content with the wider digital experience.
• Global mindset – understanding of how to create strategies that work across multiple markets, cultures, and languages.
• Measurement mindset – comfortable defining success metrics and linking content strategy to business outcomes.

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.

Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage.

We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish.
We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges.
And 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

WPP (VML Enterprise Solutions) 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. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X. 

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