Content Personalisation Specialist

At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon a century of combined expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse.

Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences. Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work.

Content Personalisation Specialist needed to join our team, here at VML Enterprise Solutions.

The opportunity:

We are looking for a Content personalisation specialist to help us bridge the worlds of content technology, content data, and content personalisation. In this role, you’ll work closely with the Content Personalisation Stream Lead to lay the foundations for scalable, personalised user experiences. By assessing content readiness, structuring data, and setting principles for personalisation, you’ll play a critical role in our journey toward creating truly relevant, user-centred digital experiences.

What you’ll be doing:

• Content audit: Conduct an in-depth assessment of content data sources to understand their availability, relevance, and alignment with personalisation needs.
• Gap analysis: Complete a content data audit to evaluate personalisation readiness, identify gaps, and suggest short- and long-term improvements.
• Define the structure for content personalisation
• High-level content modelling: Develop a strategic approach to content modelling that lays the groundwork for audience-focused personalisation. Focus on defining the guiding principles for content structure, metadata, taxonomy, and CMS alignment to support dynamic delivery. This approach will serve as a blueprint, ensuring that content is organised, flexible, and adaptable for personalised experiences across diverse audience segments.
• Documentation: Provide recommendations for content structuring, emphasizing the metadata and taxonomy needed to support personalisation.
• Audience segmentation support: Assist the Audience Stream Lead in designing personalisation triggers based on cohorts and behaviours, identifying structural elements to enable seamless personalisation.
• Collaborate on journey mapping: Partner with Strategy and Channel Strategy Leads to review priority journeys, user research, and touchpoints, drafting principles for personalised content display.
• Best practices: Identify and document best practices for content surfacing that aligns with user needs and personalisation goals, ensuring consistency across touchpoints.
• Align with vision and personalisation strategy
• Strategic impact: Link content recommendations to personalisation objectives and success metrics, supporting the creation of a framework to measure content personalisation effectiveness.

What we want from you:

• Experience in content strategy, content management, or digital personalisation projects.
• Technical skills: Strong understanding of content structures, metadata, taxonomy, and CMS capabilities for dynamic content delivery.
• Analytical ability: Proven skills in conducting gap analyses and structuring complex requirements into clear, actionable documentation.
• Collaboration: Excellent communication skills and the ability to work cross-functionally with data, tech, and content teams.

If you know some of this, even better:

Schema design, structured content, intelligent content principles, content engineering, metadata modelling, and content taxonomies. Familiarity with personalisation frameworks, CMS capabilities for dynamic delivery, and user segmentation would also be beneficial. Skills in data-driven content strategy, audience insights, and collaborative work with technical teams will set you up for success in this role.

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.

Our personality and behaviours: We believe that we are what we do, not just what we say. Our shared values and behaviours show how to bring the VML Enterprise Solution's culture to life through the actions we all take every day:

• Connect Meaningfully
• Include Purposefully

Our brilliant, talented people are what makes VML Enterprise Solutions what we are. That’s why we look for people who go beyond and always 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 #LI-HYBRID

At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization—creators, doers, innovators, makers, and thinkers—who drive not just marketing, but meaningful experiences that resonate in every action and interaction.