What this role is about
We’re looking for someone who can both write and think strategically about content across channels. This isn’t just a copywriting role; we need someone who understands how messaging works across paid media, web, social, and SEO, and can connect the dots. The successful candidate will work on a large client in the nicotine category.
Key Responsibilities
* Develop and execute integrated content strategies across paid, owned, and earned channels.
* Align messaging with brand voice, audience insights, and business goals.
* Plan content calendars across web, social, and campaigns.
* Translate campaign objectives into clear content frameworks and messaging hierarchies.
* Write high-performing copy for paid media (search, display, social ads), website pages (landing pages, product pages, UX copy), social media (organic and paid), email campaigns and CRM journeys.
* Adapt tone and messaging for different platforms and audience segments.
* Collaborate with designers and creatives to bring ideas to life.
* Create and optimize content for search (on‑page SEO, keyword integration, metadata).
* Monitor and refine content based on performance metrics (CTR, conversion, engagement, rankings).
* Work cross‑functionally with teams and manage multiple projects in a fast‑paced environment.
Qualifications
* 3–6+ years of experience in copywriting and/or content strategy.
* Strong portfolio demonstrating work across paid media, web, and social.
* Experience writing performance‑driven copy (conversion‑focused).
* Solid understanding of SEO principles and content optimization.
* Ability to balance creativity with data and insights.
* Excellent communication and storytelling skills.
* Experience working in an agency or fast‑paced marketing environment is a plus.
Base salary range: $45,000 – $95,000 CAD. Individual compensation varies based on job‑related factors, including location, business needs, level of responsibility, experience, and qualifications.
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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