Senior Content and Creative Writer

About The Food Group at WPP

At The Food Group, we are passionate about all things food and beverage. As a leading F&B marketing agency, we help brands connect with audiences through compelling storytelling, strategic communications, and innovative marketing campaigns. From emerging challenger brands to category leaders, we partner with clients across B2B and B2C markets to drive growth, engagement, and brand affinity through insight-driven content.

What You'll Do

Got a taste for words and an appetite for data? We're looking for a writer who loves mixing research, creativity, and marketing into one delicious dish.

You'll be our go-to storyteller, turning F&B market trends into binge-worthy content and crafting brand narratives that make people fall in love. You won't be in the creative kitchen alone. Here, you'll jam with our brilliant strategists, designers, and industry experts to find the insights that jump off the page. All so you can deliver them in ways that inform, inspire, and get people clicking, talking, and acting.

So, are you a curious collaborator? Do you want to translate insights into ideas? And create content that builds brands and drives business? If you said yes to any or all three of those, there’s a good chance you’re our missing ingredient (pun intended.)

Responsibilities

Content Development

• Lead the development of high-quality content across multiple channels, including thought leadership articles, guides, blogs, research reports, case studies, email campaigns, social media, video scripts, podcasts, sales enablement materials, website copy, and more.
• Create compelling narratives that translate complex products, services, and industry topics into accessible insights and clear, engaging, and actionable content.
• Partner with internal teams and clients to identify content opportunities that support brand awareness, engagement, lead generation, and customer retention objectives.
• Collaborate closely with account teams, strategists, designers, and creative leaders from concept through execution.
• Contribute significantly to the overall content strategy by brainstorming ideas and effective messaging approaches for diverse customer segments in the F&B industry.
• Develop content that is tailored to specific audiences and stages of the customer journey.
• Ensure all content aligns with brand voice, messaging frameworks, and broader marketing objectives.

Creative Development

• Create immersive concepts. You'll embrace the unknown, experiment, and be excited to create the new "next." Recognizing that great content and writing that breaks the rules on concepts and ideas for current clients, new clients, prospective clients, pro bono, and in-house projects.
• Think big. You'll bring new ideas to every brief, tactic, execution, and conversation. Capturing a brand's voice from conception to execution.
• Set Trends. You'll be driven to create that next big thing before it's been done. Performing strategic and next-level creative thinking to develop innovative solutions across multiple channels.
• Push boundaries. You’ll explore and push yourself creatively to see how far is too far. Because that’s where we find great. That’s how we find new.
• Build Relationships. You’ll spearhead client reviews, work with the team to achieve results, present creatively internally and to clients, and manage client contact as necessary.

Thought Leadership & Industry Insights

• Research emerging trends, market dynamics, consumer behavior, and innovation within the food and beverage industry to uncover relevant and differentiated story angles.
• Develop data-driven thought leadership content that positions clients as credible voices and category leaders.
• Interview subject matter experts, executives, customers, and industry stakeholders to gather insights and build authoritative content.
• Collaborate with strategy and analytics teams to transform research findings and market intelligence into compelling stories and recommendations.

Content Innovation

• Pioneer new content formats and storytelling approaches that help clients reach and engage evolving audiences.
• Explore opportunities across multimedia content, short-form video, interactive content, AI-assisted content experiences, and emerging digital channels.
• Stay current on content marketing trends, SEO, GEO, AEO, AI search behavior, and evolving content consumption habits.

Optimization & Performance

• Use audience insights, campaign performance data, and testing results to continuously refine content effectiveness.
• Develop and optimize content for discoverability, engagement, and conversion across channels.
• Create multiple messaging approaches, headlines, subject lines, and calls-to-action to support testing and performance improvement.

What You'll Bring

• 8–10+ years of experience in content marketing, journalism, copywriting, or related fields, ideally within an agency, food & beverage, CPG, or B2B marketing environment.
• Exceptional writing, editing, and storytelling abilities with a portfolio demonstrating thought leadership, short and long-form content, campaign copy, and digital marketing assets.
• Experience researching and writing authoritative content based on industry trends, market research, consumer insights, and executive perspectives.
• Ability to synthesize complex information into compelling narratives that resonate with diverse audiences.
• Strong understanding of content marketing, brand storytelling, demand generation, and customer journey mapping.
• Experience interviewing subject matter experts and translating conversations into publishable content.
• Familiarity with SEO, content optimization, AI-assisted search, and modern content distribution strategies.
• A high bar for quality, creativity, and editorial excellence.
• Strong presentation and communication skills with experience interacting directly with clients and senior stakeholders.
• Genuine passion and curiosity about food, beverage, consumer behavior, and emerging industry trends.

How We Hire

We believe the interview process is an opportunity to learn about each other and if there is a cultural and personality fit. To that end, you can expect approximately three conversational-style interview rounds with cross-functional team members. Additionally, we’ll conduct a portfolio review and a skills assignment, where we get to learn more about you.

Diversity & Inclusion

Diversity and difference power creativity and our people’s creativity is our greatest advantage. Our mission is to build and foster an inclusive culture of belonging at The Food Group and across WPP – a culture where everyone feels welcomed, valued and respected and is given an equal opportunity to thrive.

Disclaimer

This job description is intended to describe the general nature and level of work being performed by employees assigned to this job. It is not intended to be a comprehensive list of all responsibilities, duties, and skills required of personnel so classified.