Creative Strategy & Integrated Campaigns Lead (IC Role)

JINGDONG RETAIL (UK) LIMITED; Greater London; On-site; GBP 75,000 - 120,000; Full time

Job summary

JINGDONG RETAIL (UK) LIMITED in London is seeking a Campaign Strategy & Creative Lead to define the creative direction behind Joybuy’s European marketing moments. You will shape campaign concepts and ensure consistent execution across markets.

You will collaborate with internal teams and external partners to translate business goals into impactful campaigns that boost brand awareness and drive commercial performance in a fast-growing, international business.

Qualifications

• 5–10 years in integrated marketing, creative strategy or campaign planning.
• Proven track record of leading creative campaigns from concept to launch.
• Strong portfolio demonstrating strategic thinking and creative execution: campaign frameworks, concepts and channel strategies.
• Deep understanding of UK/European consumer culture, social media trends and seasonal retail moments.

Responsibilities

• Own creative strategy for major campaigns across paid, owned, earned and social channels.
• Lead creative concepting: develop narratives and key messages that resonate with audiences.
• Drive localisation: adapt global campaigns for UK/European markets with cultural relevance.
• Build partnerships: secure partnerships with media partners, brand collaborators and creators.
• Manage external resources: lead relationships with agencies and production houses.
• Run creative workshops: lead brainstorm sessions with teams and agencies.
• Stay ahead of culture: track trends to keep campaigns relevant and differentiated.
• Leverage AI: use AI tools to accelerate exploration and optimise assets.

Skills

Integrated marketing

Creative strategy

Campaign planning

Campaign leadership

Cross-functional collaboration

English fluency

Tools

AI tools

Agency management

Job description

About the Role

We’re looking for a Campaign Strategy & Creative Lead to define the creative direction behind Joybuy’s biggest marketing moments across Europe. From Black Friday and Christmas to seasonal activations, product launches and brand partnerships, you will develop campaign concepts, shape compelling narratives and ensure consistent execution across multiple European markets. Working closely with internal stakeholders and external creative partners, you will transform business objectives into impactful campaigns that strengthen brand awareness, engage customers and support commercial performance. This is a highly visible role combining creative strategy, campaign planning and cross‑functional collaboration within a fast‑growing international business.

What You’ll Do

• Own creative strategy for major campaigns such as Black Friday, Christmas, 11.11, summer sales and new product launches – from big idea to executional framework across paid, owned, earned and social channels.
• Lead creative concepting: develop campaign narratives, key messages and creative directions that resonate with local European audiences while maintaining brand consistency across markets.
• Drive localisation: adapt global campaign frameworks for the UK, Germany, France, Netherlands and other markets, ensuring cultural relevance beyond simple translation.
• Build partnerships: identify and secure marketing partnerships that amplify campaign reach – media partners, brand collaborators, cultural platforms and content creators.
• Manage external resources: lead relationships with creative agencies, production houses and media partners.
• Run creative workshops: lead brainstorm sessions with internal teams and agencies, pushing for ideas that are bold yet deliverable.
• Stay ahead of culture: track social trends, cultural moments, competitor activity and emerging platforms to keep our creative relevant and differentiated.
• Leverage AI: use AI tools to accelerate creative exploration, generate variations, test concepts and optimise campaign assets.

What We’re Looking For

• 5–10 years in integrated marketing, creative strategy or campaign planning, preferably in e‑commerce or retail.
• Proven track record of leading creative campaigns from concept to launch.
• Strong portfolio demonstrating strategic thinking and creative execution: campaign frameworks, creative concepts, communication plans and channel strategies.
• Deep understanding of UK/European consumer culture, social media trends and seasonal retail moments.
• Experience in an in‑house creative/marketing team or agency – you understand both sides of the brief.
• Strong understanding of media coverage: paid social, digital advertising, influencer marketing and ATL/BTL channels.
• Partnership experience – you’ve built marketing partnerships that delivered measurable results.
• Comfortable working in a fast‑paced, startup‑like environment where roles are fluid and initiative is expected.
• AI fluency – you actively use AI tools in your creative process and stay current with trends.
• Owner mindset: you see problems as your own, take accountability beyond your job description and drive outcomes without waiting for instructions.
• Fluent in English.
• Nice to have: Experience working across multiple European markets.
• Agency management experience.
• Knowledge of another European language or Mandarin.
• Experience with cross‑cultural marketing or international brands.

Equal Opportunity Statement

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.