Manager, Content Planner

About WPP Unite

WPP Unite is a specialized unit within the WPP network, designed to deliver integrated, transformative marketing solutions for some of our most strategic clients. We bring together talent and capabilities across disciplines—media, creative, strategy, commerce, and analytics—to operate as one unified team.

Our focus is not only on delivering exceptional work, but on continuously evolving how we work. We build and scale modern operating models, workflows, and tools that drive efficiency, transparency, and measurable impact across the business.

About the Role

Act as the operational and strategic driver of end-to-end content deployment, ensuring that every piece of creative—across national media, retail media, eCommerce, social, and influencer ecosystems—is planned, adapted, and delivered in a way that maximizes effectiveness and accelerates learning cycles.

You will translate content strategy into content calendars, rotation plans, asset maps, and format requirements, ensuring the right creative shows up in the right place at the right time. Partnering with Creative Insights, Creative Adaptation, Media Planning, Retail, and Influencer teams, you ensure our content system is tightly integrated across the full funnel and responsive to platform signals and performance insights.

This role is central to building an agile, high-performing content engine—one that enables rapid testing, iteration, and deployment across our Beauty & Wellbeing brands, which include some of the world’s most culturally influential names: Dove, Vaseline, SheaMoisture, TRESemmé, and Nexxus.

Key Responsibilities

1. Full-Funnel Content Planning & Deployment

• Own the development of asset deployment calendars, content rotation plans, and platform-by-platform creative needs across national media, retail media, and eCommerce
• Translate content strategy into operational plans—identifying formats, aspect ratios, versions, messaging needs, and cutdowns required for each channel.
• Ensure creative readiness for monthly performance optimization cycles, supporting Rapid ROI workflows and creative testing agendas.
• Build and maintain content maps that connect messaging, objectives, audiences, and formats across the entire funnel.

2. Cross-Functional Integration

• Partner with Media Planning (national + retail media + eCommerce) to align deployment plans with media flighting, audience goals, and platform requirements.
• Collaborate with the Influencer Capability Manager to incorporate creator content into deployment plans.
• Work closely with Creative Insights to understand what’s working, what’s not, and how to evolve deployment patterns based on creative performance.
• Coordinate with Creative Adaptation to ensure assets are versioned, labeled, and delivered accurately and on time.

3. Performance-Led Creative Optimization

• Integrate insights from Creative Insights and media performance into future deployment cycles
• Adjust content rotations based on platform trends, creative degradation curves, and signal loss
• Identify opportunities to scale winning creative and sunset low-performing assets across channels
• Participate in creative experimentation and test design in partnership with Content Strategy and Creative Insights

4. Workflow, Tooling & AI-Enabled Efficiency

• Support AI-enabled creative workflows by defining predictable input needs and organizing content libraries for future adaptation
• Ensure metadata, naming conventions, and asset tagging are accurate to support automation and reporting systems
• Pilot new tools and workflow enhancements that improve speed, quality, and creative throughput, aligned with the mandate described in the reference JD

5. Brand Partnership

• Act as the content deployment expert for your assigned brand(s), providing visibility into creative readiness, dependencies, and risks
• Influence brand partners by presenting clear rationale for creative rotation strategies and holding cross-functional teams accountable to timelines

Success Measures

• Setting up frameworks to manage the 5Vs of content.
• Delivery of optimized content strategies that drive measurable improvements in engagement and conversion.
• Continuous enhancement of creative performance through data-driven insights.
• Effective integration of content strategies with brand and media plans.
• Successful implementation of AI pilots and strategic capability enhancements.

Key Skills & Experience

• BA/BS in Marketing, Digital Media, Communications, or related field required; Master’s degree preferred.
• 6–8+ years of experience in content strategy, digital marketing, or creative operations, with a strong focus on performance optimization and innovation.
• Proven track record in developing platform-specific content strategies and managing complex, cross-functional projects.
• Strong understanding of AI-driven content workflows, creative optimization, and analytics.
• Expertise in leveraging data and insights to inform strategic decisions.
• Strategic mindset with excellent stakeholder management and communication skills