Content Lead

Who We Are WPP Enterprise Solutions designs, builds, and operates the growth systems that competitive businesses rely on. In a world where Al is reshaping how companies drive growth, we lead clients in business transformation and marketing modernization, connecting strategy directly to execution. Our 12,000 experts in engineering and platforms, commerce, consulting, content transformation, CRM, and CX work within a unified global operating unit across 40+ markets. WPP Enterprise Solutions works alongside best-in-class partners including Adobe, AWS, Braze, Google, Microsoft, Salesforce, and Shopify, as well as innovators in AI, to deliver growth solutions tailored to the needs of our clients’ businesses. VML, part of WPP, supports WPP Enterprise Solutions by helping brands activate transformation through creativity and experience. Content Lead needed to join our rapidly expanding eCommerce team. The opportunity You will be working as part of our Experience Team within WPP, sitting alongside experts in CX, UX, UI, Service Design, CX Research, CX Consultancy, CRO and SEO. In this role you will be required to think strategically, with proven experience in the content strategy process which include audience persona development content audits and assessments, as well as creation of content calendars, tone of voice guidelines and partnering to instill a discoverability strategy. You will bring an innovative approach to creating inspiring content, while successfully navigating the ever-changing environment of an agency. Flexibility, adaptability, and forward-thinking skills will be key. We are looking for someone who can lead and inspire junior members of the content team. You will be expected to take the initiative in ensuring the business needs and customer goals of our clients are fully understood and met through world class content. You will lead content strategy and creation to inform, entertain, inspire and engage our clients’ customers. Hybrid role working from our London Sea Containers office at least one a week with occasional travel to our client's site. What you’ll be doing Proactively generate strategic content concepts, solutions, and propositions to solve complex business problems, respond to client briefs, and drive engagement and conversion. Champion a content-first methodology across website experience design, ensuring content architecture, message hierarchy and high-impact storytelling are embedded early alongside UX and UI. Articulate client expectations and act as the voice of content, collaborating with colleagues and clients to overcome challenges and unlock opportunities. Confidently present strategic content proposals to senior stakeholders and use performance data to deliver actionable enhancement recommendations. Oversee a multidisciplinary content team to implement strategy, measure content performance and identify optimisation opportunities. Define KPIs and measurement frameworks for content performance, connecting engagement metrics directly back to business and conversion goals. Deliver core strategic outputs, including content audits, content strategies, tone of voice guidelines, ways of working and governance frameworks. Plan and manage content calendars, content propositions, and content management workflows, delivering a comprehensive, forward-looking view of content strategy to drive long-term engagement. Apply content systems thinking to build holistic, scalable, and reusable content ecosystems that leverage existing design systems, component libraries, and client frameworks. Collaborate with WPP teams spanning Creative, Activation, CRM, Social, Creative and external production partners to ensure seamless experiences across digital channels. Collaborate closely with our specialist SEO/GEO team to translate search and AI insights into strategically optimised content that maximises discoverability and visibility. Establish guidelines and governance for the ethical and effective use of AI tools in con…