About the Role

Joybuy is a e-commerce platform for Europe, competing on local inventory, delivery speed, and service reliability. The brand challenge is specific: establishing Joybuy as a trusted, service-led platform in the minds of European consumers — a positioning that must be earned market by market, and defended against default category associations. Working directly with the CEO and CMO, the Head of Brand Marketing architects and operationalizes this across the UK, Germany, France, and Benelux, with other EMEA countries being operationalized soon. As Joybuy's brand is still being defined in Europe, this role offers a critical opportunity to steer the brand — shaping what it stands for at the moment its trajectory is set.

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, 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 leaders under the CMO (Advertising, Growth, Customer), and partner with 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.