Head of Brand Marketing

Who We Are

Joybuy is JD.com’s dedicated retail platform for Europe, offering products across a wide range of categories. Operating across the UK, Netherlands, Germany, France, Belgium and Luxembourg, we’re building the future of retail through smart systems, bold ideas, and a customer-first mindset. Backed by JD.com, also known as JINGDONG, and its trusted global technology and supply chain ecosystem, we deliver a shopping experience that is speedy, reliable, and genuinely enjoyable. If you’re ready to make a difference, bring your talent and grow with us. Don’t just buy, Joybuy.

Learn more about who we are and what we do: https://about.joybuy.com/about/

What We Offer

Joining Joybuy means becoming part of a business where people, innovation, and impact work together to shape the future of cross-border e-commerce. You’ll contribute to smart supply chains, efficient logistics, and meaningful projects that drive real customer value. With a competitive salary, great office locations, and a supportive, people-first culture, you’ll have the space to grow your career, learn from talented colleagues, and make a genuine impact in a fast-expanding international business.

About The Team

You’ll be joining the Joybuy team, which values collaboration, ownership, and a commitment to delivering high-quality results in a fast-paced, dynamic environment.

Responsibilities

• Brand strategy & positioning. Explore, evangelize, and architect Joybuy's brand strategy and positioning across European markets — defining what Joybuy stands for, how that translates per market, and where the brand can credibly win against both marketplace incumbents and cross-border competitors. Develop the brand storytelling and annual brand-building roadmap grounded in European market insights, consumer behavior, and competitor analysis, and maintain a consistent brand tone, visual identity, and core messaging across all market touchpoints.
• Measurement, budget & performance. Establish a regular brand measurement system across markets and zones — awareness, consideration, trust, and attribute association (speed, service, value), alongside SOV, market reputation, and social metrics — with a consistent cross-market cadence that turns brand health into an operating metric, not an annual report. Own the annual brand marketing budget: allocation, cost control, ROI tracking, and regular performance reporting with optimization strategies.
• Penetration campaigns. Identify opportunities where brand positioning can penetrate — underserved segments, category entry points, moments of competitor weakness — and formulate and execute campaigns against them. Own the full campaign lifecycle: market research, concept planning, creative production, channel deployment, on-site execution, and post-campaign analysis, including seasonal marketing themes and cross-border brand initiatives that drive exposure and engagement.
• On-site program equity. Build distinct user perception of Joybuy's key on-site programs — Joy Plus membership, Deals, 211 delivery promise, and others — so each program carries recognizable meaning and becomes a reason to choose the platform, not just a feature.
• Influencer & content marketing. Build a creator and influencer partnership system native to each European market — selecting platforms, partners, and formats by local social ecology rather than a single playbook. Develop a high-quality brand content matrix that drives organic traffic and word-of-mouth, and continuously optimize content effectiveness and conversion efficiency.
• Partnership branding. Develop and manage brand partnerships through pan-EMEA sports and media properties — football (UEFA), F1, Spotify, and comparable platforms — evaluating fit against positioning goals and converting sponsorship rights into measurable brand and traffic outcomes.
• Brand asset & compliance management. Govern regional brand assets — visual identity, official copy, marketing materials, and brand cases — and ensure all brand communication complies with EU and local advertising rules, data privacy requirements, and internal governance.
• Team leadership. Manage the central brand marketing team in London, and set direction for dotted-line communications specialists embedded in the zones — ensuring one brand voice with local fluency.
• Cross-functional leadership. Work as a peer with other C2 leaders under the CMO (Advertising, Growth, Customer), and partner with C1 category leaders, Country Managers, e-commerce, supply chain, and external agencies to unify brand rhythm with commercial priorities, product launches, seasonal promotions, and market-level targets.

Requirements

• 10+ years in brand marketing, with senior experience in e-commerce, retail, or consumer platforms operating across multiple European markets.
• Proven record of building brand trust and positioning for a challenger or entrant brand — not only managing an established one — with successful campaign cases to show for it.
• Solid understanding of European consumer habits and local social media ecosystems, with hands-on fluency in brand tracking methodologies and turning measurement into decisions.
• Proficient in end-to-end brand project management: independent strategy planning, creative direction, resource coordination, budget control, and data-driven optimization.
• Experience managing sports, entertainment, or media sponsorships end-to-end is a strong plus.
• Able to lead a central team while influencing dotted-line and cross-functional stakeholders across countries; data-sensitive and results-oriented.

At Joybuy, we’re committed to building a diverse and inclusive workplace where everyone can thrive. We’re proud to be an equal opportunity employer and make all employment decisions without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, disability, age, veteran status, or any other protected characteristic.

Ready to apply?

Take the next step in your career, apply now and explore the opportunities we have to offer.