Senior Social Creative

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 all social outputs 

• Ensure ideas are strategically sound, creatively ambitious and flawlessly executed 

• Help shape content calendars, campaign rollouts and reactive opportunities with creative leadership 

• Use audience response, platform signals and performance data to sharpen creative thinking without allowing optimisation to flatten originality or brand distinctiveness 

• Champion innovation, experimentation and continuous improvement across the team 

• Take ownership from first thought through to final delivery, maintaining the integrity of the idea across scripts, decks, production and publishing 

The Ideal Candidate Will 

• Be a writer first, with a sharp eye for visual storytelling and an instinct for how words and images work together in social 

• Live and breathe social media, internet culture and digital creativity 

• Have sig