Creative Strategy & Integrated Campaigns Lead (IC Role)
JD.com · London
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.
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: Black Friday, Christmas, 11.11, Summer Sales, 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 UK, DE, FR, NL markets. Understand what "local" means — not just translation, but cultural relevance.
Build partnerships: Identify and secure marketing partnerships that amplify campaign reach: media partners, brand collaborators, cultural platforms, 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. Push for ideas that are both bold and deliverable.
Stay ahead of culture: Track social trends, cultural moments, competitor activity, and emerging platforms. Ensure our creative stays 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
Essential:
5-10 years in integrated marketing, creative strategy, or campaign planning, preferably in e-commerce/ retail, and a creative agency
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, 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: paid social, digital advertising, influencer marketing, 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 job description, and drive outcomes without waiting for instructions
Fluent English
Nice to have:
Experience working across multiple European markets
Agency management experience
Another European language or Mandarin
Experience with cross-cultural marketing or international brands
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.