About the role

Aplyr's Quick Take

This role is about leading the social media strategy for brands, ensuring that content is relevant and effective. It's a mix of high-level strategic thinking and hands-on execution, making it suitable for someone who can balance big-picture planning with day-to-day operations.

Good fit

Ideal candidates have a strong background in social media strategy, with several years of experience in a similar role. They should be adaptable, able to work collaboratively, and comfortable navigating both creative and analytical aspects of social media.

Worth noting

The role emphasizes a balance between strategic oversight and practical execution, which may appeal to those who enjoy both planning and implementation. However, the spec is vague on specific day-to-day tasks, which could lead to uncertainty in expectations.

Who We Are

VML, part of WPP, 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 human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

Role Purpose

The Social Lead is responsible for setting the strategic direction of the brand’s social presence while ensuring execution remains culturally relevant, operationally sound, and performance-driven.

This role requires a strong strategic thinker who can step back to see the bigger picture (“sit on the balcony”) while remaining deeply connected to the realities of day-to-day delivery (“dance on the floor”).

The Social Lead acts as the bridge between:

Business objectives
Audience needs
Platform behaviour
Content performance

Ultimately, this role ensures that social media is not just active — but intentional, impactful, and future-ready.

Strategic Leadership

Sit on the balcony

The Social Lead defines direction and ensures the brand is moving with purpose.

Responsibilities:

Develop and evolve the brand’s social media strategy
Translate business and marketing objectives into actionable social plans
Identify opportunities for growth, innovation, and cultural relevance
Guide campaign thinking and platform prioritisation
Ensure the brand maintains a consistent and distinctive voice
Anticipate shifts in audience behaviour and platform dynamics
Provide strategic leadership to the social team

What success looks like:

Clear strategic direction
Strong alignment between social and business outcomes
Proactive decision-making
Long-term brand growth

2) Executional Oversight

Dance on the floor

The Social Lead stays close enough to delivery to ensure quality, speed, and relevance.

Responsibilities:

Review and guide content plans and campaign execution
Provide hands-on support during key campaigns or moments
Ensure content reflects the strategy and brand positioning
Identify and resolve delivery risks early
Maintain quality standards across all outputs
Support the team in problem-solving and decision-making

What success looks like:

High-quality execution
Consistent brand presence
Reduced delivery risk
Strong operational flow

3) Team Leadership & Capability Development

The Social Lead builds capability — not dependency.

Responsibilities:

Coach and mentor Senior Social Media Managers and team members
Provide clear direction, feedback, and performance guidance
Identify skills gaps and development opportunities
Foster a culture of accountability and collaboration
Encourage curiosity, experimentation, and continuous learning
Support team resilience and confidence

What success looks like:

Strong team capability
Clear ownership and accountability
Improved confidence and decision-making
Reduced reliance on escalation

4) Client / Stakeholder Leadership

The Social Lead represents the voice of social at a strategic level.

Responsibilities:

Build trusted relationships with clients and stakeholders
Present strategy, performance insights, and recommendations
Translate complex social dynamics into clear business language
Challenge assumptions and guide better decision-making
Align stakeholders around realistic expectations

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.

VML is a WPP agency (NYSE: WPP). For more information, please visit  www.vml.com, and follow along on Instagram, LinkedIn, and X.

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Skills & Tags

go rust ai ios data product marketing

Aplyr's read

VML (Wunderman Thompson) is a global marketing agency excelling in digital strategy, attracting creative and tech-savvy professionals passionate about innovative advertising solutions.
Synthesized from recent postings & public sources

What's promising

•VML offers diverse roles in digital marketing and UX design, appealing to tech-savvy creatives.
•The company invests in growth academies, fostering talent development in copywriting and art direction.
•VML's global presence provides opportunities for international collaboration and career advancement.

What to watch

•High competition for roles may limit opportunities for rapid advancement.
•The fast-paced environment may lead to work-life balance challenges.
•Limited public information about employee satisfaction and company culture.

Why VML (Wunderman Thompson)

•VML emphasizes digital innovation, setting it apart in the traditional advertising space.
•The company's growth academies highlight a commitment to nurturing emerging talent.
•VML's global reach allows for diverse, cross-cultural project experiences.

Aplyr’s read is generated by AI from public sources. Was it useful?