Head of Brand Marketing

Who We Are

Joybuy is ’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 , 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:

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.

• competitive salary
• great office locations
• supportive, people-first culture

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.

• 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…