Lead Content Strategist in London

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.

Lead Content Strategist needed to join a dedicated Web Operations (Digital Experience - DX) team supporting a high-profile automotive client. 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 web platforms.

As Lead Content Strategist, you will help ensure content experiences align with customer needs, business goals, SEO 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.

What you’ll be doing:

• Developing and supporting content strategies across the client’s 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 and Service Designers 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 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 web platforms, enterprise websites, or operational digital environments.
• Strong understanding of SEO principles, search intent, content optimisation, and digital content performance best practices.
• Experience collaborating closely with UX, UI, SEO, Analytics, Product, and Development teams within multidisciplinary delivery environments.
• Excellent understanding of how content contributes to usability, accessibility, customer journeys, and overall digital experience quality.
• Experience shaping content structures, information architecture, navigation models, and customer-centred content approaches.
• Strong stakeholder management and communication skills with the ability to clearly articulate strategic recommendations and rationale.
• Comfortable balancing strategic thinking with hands-on operational delivery across multiple concurrent workstreams.
• Experience working within CMS-driven environments and content operations workflows.
• Strong organisational skills and attention to detail with the ability to manage priorities effectively within fast-paced delivery teams.

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.