Copywriter - Web Ops at VML in London, England, United Kingdom

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. Creative Copywriter needed to join our team on a permanent basis. The opportunity: We are seeking an experienced Copywriter to join a dedicated Web Operations (Digital Experience - DX) team supporting a high-profile automotive client. This role is ideal for a writer who can combine compelling storytelling, strong editorial craft, and digital experience thinking to create engaging, informative, and conversion-focused content across the client’s web ecosystem. Working closely with UX Designers, UI Designers, SEO specialists, Product Owners, Developers, Analysts, Marketing teams, and client stakeholders, you will play a key role in shaping long-form digital content experiences that support both customer engagement and business objectives. From educational landing pages and editorial content through to product storytelling, service information, campaign content, and SEO-driven web experiences, you will help create content that reflects the premium nature of the automotive brand while remaining clear, user-focused, and operationally scalable. This is a highly collaborative role suited to someone comfortable working within fast-paced web operations environments where content is continuously evolving, optimised, and improved through insight-led decision making. What you’ll be doing: 1. Long Form Content Creation & Editorial Delivery: Write high-quality long-form digital content across a range of web experiences including landing pages, editorial articles, product and service pages, campaign content, guides, feature explainers, and customer support content. Translate complex automotive topics, product features, technical information, and brand messaging into clear, engaging, and accessible content for a broad range of audiences. Create content that balances storytelling, user needs, SEO requirements, and commercial objectives. Maintain exceptional standards of tone of voice, grammar, clarity, structure, and editorial consistency across all digital touchpoints. Adapt writing style appropriately across different customer journeys, audience types, and stages of the purchase or ownership lifecycle. Ensure all copy reflects the premium positioning, innovation, and personality of the automotive brand. 2. UX Writing, SEO & Digital Experience Collaboration: Collaborate closely with UX and UI Designers to ensure content is integrated effectively within the wider user experience and supports intuitive digital journeys. Work with SEO specialists and analytics teams to create search-optimised content aligned with keyword strategies, search intent, and performance objectives. Structure content for digital readability, accessibility, scannability, and engagement across desktop and mobile experiences. Support content optimisation initiatives using analytics, behavioural insights, user feedback, and testing outcomes to improve performance over time. Contribute to content hierarchies, page structures, and information architecture discussions to ensure effective communication and usability. 3. Web Operations & Content Governance: Support ongoing web operations activity including content updates, enhancements, audits, migrations, and optimisation workstreams. Ensure content adheres to brand guidelines, legal/compliance requirements, accessibility standards, and internal governance processes. Work within CMS-driven environments and collaborate with developers and production teams to support accurate implementation and publishing. Maintain consistency across multiple web properties, templates, and content types within a large-scale digital ecosystem. Help identify opportunities to improve content processes, workflows, and operational efficiencies within the DX team. 4. Stakeholder Collaboration & Strategic Contribution: Collaborate with marketing, brand, product, customer experience, analytics, and client stakeholders to gather requirements and shape content recommendations. Present content rationale and recommendations clearly and confidently to both internal teams and client stakeholders. Participate in workshops, planning sessions, editorial reviews, and cross-functional working groups. Support campaign and optimisation initiatives by developing customer-centric messaging that aligns with wider business and digital objectives. Contribute positively to team culture, ways of working, and continuous improvement initiatives within the Web Ops (DX) team. What we want from you: Strong experience as a Copywriter or Content Writer creating high-quality long-form digital content for web platforms and digital products. Exceptional writing, editing, proofreading, and storytelling skills with meticulous attention to detail. Proven experience writing engaging, customer-focused content that balances brand storytelling with usability and commercial goals. Strong understanding of SEO principles, search intent, content optimisation, and digital content performance best practices. Experience working within CMS-driven web environments and content operations workflows. Strong understanding of digital user experience principles, accessibility, and writing for responsive web experiences. Ability to structure complex information clearly and effectively for digital audiences. Experience collaborating closely with UX, UI, SEO, analytics, development, and marketing teams within cross-functional delivery environments. Comfortable working across multiple concurrent workstreams and adapting quickly within fast-paced operational environments. Strong stakeholder management and communication skills with the ability to present and explain content decisions confidently. Experience working within automotive, premium consumer, retail, lifestyle, technology, or similarly brand-conscious industries is advantageous but not essential. A proactive, organised, and solutions-focused mindset with strong collaboration skills. 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 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. WPP (VML) 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 (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.