Lead Content Strategist needed to join a dedicated App Operations team supporting a high-profile automotive client. ### The opportunity:
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. ### What you’ll be doing:
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
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, enterprise websites, and 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
Automotive, retail, eCommerce, technology, or other customer experience-led industry experience is advantageous but not essential
Experience supporting optimisation, experimentation, or continuous improvement initiatives is beneficial
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 Brainsfor 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
We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process. 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. When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.
