VML 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 award-winning human-first work for clients including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. In 2026, VML was named Campaign's Global Network of the Year and ranked #2 Creative Network of the Year at Cannes Lions. VML's global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.
VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.
For more information, please visit www.vml.com and follow along on LinkedIn #WeAreVML.
Job Desciption
Role: Content Writer
Reporting to: Creative Director
Location: Gurgaon, India
About Us:
VML, a WPP company, is a global powerhouse born from the unification of Wunderman Thompson and VMLY&R — two of the world's most powerful and accomplished creative agencies with complementary capabilities and geographic strengths. We have an industry unique opportunity to provide our client partners with a fully integrated offering across brand experience, customer experience and commerce practices — powered by deep data and technology experience.
For more information, visit www.vml.com
Roles and Responsibilities
We are seeking a talented and versatile Content Writer specializing in crafting compelling and high-performing content for email marketing campaigns (EDMs). The ideal candidate will be a master of concise, persuasive copy that drives engagement, conversions, and brand loyalty across various customer touchpoints. This role involves collaborating closely with marketing, product, and sales teams across various global markets to develop strategic messaging that resonates with the target audiences of those markets.
- Email & SMS Content Development: Develop, write, edit, and proofread all email marketing copy; including promotional campaigns and response emailers.
- Translating Concepts to Engagement: Translate complex product features or services into clear, benefit-driven messaging that speaks directly to customer needs and drives action.
- Brand Voice & Consistency: Maintain and evolve the brand's established voice, tone, and style guidelines across all email and SMS communications, ensuring consistency and brand integrity.
- Quality Assurance: Ensure all content is grammatically correct, stylistically consistent, and meticulously free of errors.
- Cross-Functional Collaboration: Collaborate with marketing managers, campaign specialists, designers, and product teams to align campaign objectives, target audiences, and key messaging points.
- Content Strategy Contribution: Contribute to overall content strategy by brainstorming creative campaign ideas and effective messaging approaches for diverse customer segments.
- A/B Testing Support: Actively participate in A/B testing initiatives by providing varied copy options for elements like subject lines, CTAs, and body text to optimize campaign performance.
- Performance Awareness: Understand and interpret email and SMS performance metrics (e.g., open rates, click-through rates, conversion rates) to inform and refine future content decisions.
- Content Optimization: Iteratively refine and optimize copy based on performance data, feedback, and evolving industry best practices to maximize campaign effectiveness.
- Compliance Adherence: Ensure all communications strictly adhere to relevant legal and compliance guidelines (e.g., CAN-SPAM, GDPR) for digital marketing.
Skills & Competencies:
- 5-7 years of proven experience in content writing, with a significant focus on email and WhatsApp/SMS marketing.
- A strong portfolio demonstrating successful email and SMS campaigns across various objectives (e.g., acquisition, retention, conversion).
- Exceptional writing, editing, and proofreading skills with a keen eye for detail and persuasive language.
- Demonstrated ability to write clear, concise, compelling, and persuasive copy for both short-form (SMS character limits) and longer-form (email) platforms.
- Strong understanding of direct marketing principles, customer segmentation, and lifecycle marketing strategies.
- Ability to adapt writing style and tone effectively to different target audiences, cultures and campaign goals.
- Highly organized with excellent time management skills and the ability to manage multiple projects simultaneously in a fast-paced environment.
- Creative thinker with a strategic mindset, eager to innovate and solve communication challenges.
- Strong collaborator and communicator, able to work effectively within diverse, cross-functional teams.
- Proactive, self-motivated, and eager to learn and grow within the digital marketing landscape.
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.
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