Associate Director, Performance Content

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. The agency is recognized for innovative, human-first, award-winning work for blue-chip clients including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. VML is a Leader in Forrester Wave™ Reports for Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services, and Marketing Measurement & Optimization. VML Health, the agency’s specialist health network, is one of the world’s largest and most awarded health agencies. The global network spans 26,000 people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About the role

The Associate Director, Performance Content is a key member of the Performance Content Leadership Team, responsible for driving the strategic vision, execution, and day-to-day management of high-performance content for client-owned websites. This role leads a major client’s digital evolution at the intersection of search, content strategy, and artificial intelligence, championing AI transformation to optimize web properties for the next generation of search. The position is highly collaborative and people-first, acting as a trusted strategic anchor for high-touch client relationships while fostering internal growth through mentorship, resource management, and new business initiatives.

Responsibilities

• AI Strategy & Implementation
  • Consultative AI Leadership: Partner with client teams to define, implement, and scale AI utilization across their content ecosystem.
  • Next-Gen Search Optimization: Apply Generative Engine Optimization (GEO) practices and Large Language Model (LLM) retrievability workflows to ensure website copy is discoverable in conversational AI search engines.
  • AI Tool Integration: Build and deploy custom AI agents to optimize team workflows; leverage VML’s WPP Open platform alongside tools like ChatGPT and Claude to drive content innovation.
• Client Partnership & Account Ownership
  • Relationship Management: Serve as the day-to-day strategic lead for complex, high-touch client relationships, using active listening and diplomacy to build trust and align expectations.
  • Client Advocacy & Consultation: Translate complex search, AI, and content performance metrics into clear, persuasive narratives for senior stakeholders.
  • Account Operations: Own the content workstream for the account, guiding optimization plans and performance reporting while consulting on broader strategic goals.
• Editorial & Content Excellence (Client-Owned Websites)
  • Web Content Strategy: Oversee end-to-end execution of long-form website copy, articles, and blogs, ensuring adherence to brand voice and style standards.
  • Editorial Quality Assurance: Review and edit junior team members' work to maintain high writing, grammar, and style standards.
  • Content Auditing & Gaps: Identify strategic content opportunities and recommend new topics to fill performance gaps on client-owned websites.
• Leadership, Coaching & Practice Operations
  • Direct Report Development: Manage a team of direct reports, providing strengths-based coaching, actionable feedback, and clear career pathing.
  • Resource & Scoping Management: Assist practice leadership with resource planning, scope of work (SOW) development, and project estimating.
  • Practice Growth: Support new business pitches and develop strategic case studies to highlight team successes and validate client relationships.
  • Team Training: Onboard staff on internal processes, agency tools, and evolving industry standards.

Requirements

• 7+ years of experience in content strategy, SEO, or digital writing with a proven track record of managing direct reports and leading complex client accounts in an agency setting.

Skills

• Technical Skills
  • Generative AI: Strong familiarity with ChatGPT, Claude, and/or enterprise AI platforms; understanding of prompt engineering and building workflow agents is highly preferred.
  • SEO & Web Strategy: Deep understanding of SEO principles, accessibility best practices, and emerging search trends (GEO).
  • Content Craft: Master-level writing and editing skills (AP Style, Grammarly, and content management systems).
  • Agency Tools: Proficiency in Microsoft Office Suite, Keynote, Trello, SharePoint, and OneNote.
• Core Competencies (Soft Skills)
  • Diplomacy & Relationship Building: Exceptional emotional intelligence with a natural ability to navigate high-touch, complex client environments.
  • Leadership & People Development: Passion for mentoring talent, managing competing demands, and motivating a team.
  • Strategic & Critical Thinking: Ability to look beyond execution to assess broader business impact of content and technology.
  • Agility: Lifelong learner who embraces change and remains receptive to feedback during collaborative processes.

Pay

The base salary range for this position is $75,000—$180,000 USD.

Schedule

Hybrid approach with teams in the office an average of four days a week. Accommodations or flexibility can be discussed during the interview process.

Benefits

We offer a competitive benefits package. For more details, visit WPP Benefits.