Senior Social Creative

Who We Are

VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. 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.

Senior Social Creative

About VML

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, building connected brands that drive growth for our clients. We do this by leveraging our three core practices: Brand Experience, Customer Experience and Commerce. Within these practices we offer expertise across communications, commerce, consultancy, CRM, data, production and technology. We deliver end-to-end solutions that result in revolutionary work.

The Role: Senior Social Creative

We are looking for a Senior Social Creative who doesn't just understand social . They help define what great social creativity looks like.

This is a copy-led creative role for a writer who can turn cultural insight into compelling language, distinctive brand voices and original social-first ideas. You should be as comfortable writing a six-word hook or reactive comment as you are developing a campaign platform, creator script or global social narrative.

This role is for someone who lives and breathes social culture, has exceptional creative instincts, and knows how to develop ideas that genuinely earn attention in today's fast-moving social landscape. You understand that the strongest social ideas aren't adapted from bigger campaign thinking. They're born from culture, communities, creators and platform behaviours .

As a senior member of the creative team, you'll lead the development of bold, social-first concepts across always-on content, campaigns and reactive moments, helping shape the creative direction for one of our flagship client accounts. You'll partner closely with Creative Directors, Strategists, Designers, Producers and Account teams to create work that is culturally relevant, platform- native and commercially effective.

You will originate ideas through language, lead copy development from concept to execution, and help define how the brand sounds across platforms, audiences and cultural moments.

You'll also play an important role in elevating the creative output of the wider team by bringing fresh thinking, inspiring those around you, and maintaining a consistently high creative standard across everything we produce.

Key Responsibilities

Social-First Ideation

Lead the development of original ideas that are born in social, not adapted into it

Translate strategic insight and audience understanding into breakthrough social-first creative

Originate campaign platforms, recurring formats and reactive ideas through strong conceptual and verbal thinking

Drive creative thinking within brainstorms, workshops and concept development

Push creative ambition whilst ensuring ideas remain executable across platforms

Express ideas simply and persuasively, from a single-line proposition through to a fully developed creative narrative

Copywriting & Verbal Craft

Lead copy development across social campaigns, always-on content, reactive moments and creator-led work

Write compelling hooks, headlines, captions, scripts, supers, voiceovers, dialogue, comments and community responses

Develop distinctive campaign platforms, naming systems, recurring formats and social series

Define, evolve and protect a distinctive brand voice, adapting tone intelligently across platforms, audiences, markets and cultural moments

Turn complex strategic, product or technical messages into simple, culturally relevant and highly shareable creative

Write natural, believable language for creators and talent that feels platform-native rather than overly scripted or advertising-led

Maintain exceptional standards of grammar, rhythm, clarity and verbal craft across every output

Present and defend copy choices with confidence, clearly explaining the strategic and creative thinking behind them

Platform-Native Thinking

Bring an expert understanding of how audiences behave across TikTok, Instagram, X, YouTube and emerging platforms

Understand how language behaves differently across platforms, from immediate hooks and on-screen copy to captions, comments, scripts and community responses

Stay ahead of trends, creators, platform innovations and cultural shifts, identifying opportunities before they become mainstream

Champion ideas that enable brands to participate authentically in culture rather than simply reacting to it

Recognise the difference between following a trend and creating something distinctive and ownable for the brand

Content Creation & Craft

Lead the development of compelling creative concepts across copy, visual direction, storytelling and content formats

Collaborate closely with designers, motion creatives, editors and producers to bring ideas to life with exceptional craft

Write sharp, natural scripts for creators, talent, social films and platform-native entertainment

Shape the relationship between words, visuals, sound and edit so every element strengthens the core idea

Ensure every piece of work feels platform-native, culturally relevant and creatively distinctive

Be ruthless in the edit, making work shorter, clearer, sharper and more memorable without losing meaning

Reactive, Community & Editorial Creativity

Identify creative opportunities within comments, community conversations, creator interactions and live cultural moments

Write with the speed, judgement and confidence required for reactive social, without compromising brand voice or quality

Bring strong editorial judgement, identifying which ideas should become posts, formats, recurring series or larger campaign platforms

Exercise sound cultural judgement, understanding when a brand has a credible role in a conversation and when it should remain silent

Help build a brand presence that feels consistent, human and recognisable across both planned and unplanned moments

Collaboration & Leadership

Partner with multidisciplinary teams to develop integrated creative solutions

Work confidently with Creative Directors and senior stakeholders to shape and refine ideas

Present and sell creative ideas clearly to internal teams and clients, responding constructively to feedback while protecting the strength of the work

Provide guidance, inspiration and constructive feedback to more junior creatives where appropriate

Support the development of junior writers by raising standards of concept, copy and presentation craft

Thrive in a fast-paced environment, balancing multiple projects while maintaining creative excellence

Executional Standards

Set a consistently high standard of creative quality across al