Brand Strategy & Consumer Insights Lead; Maternity cover

Contract:

12-month fixed-term contract

Hybrid: 4 days onsite, Friday work from home

This role is eligible for annual equity grants subject to Board approval and company performance. Typical grant ranges vary by level and may significantly impact total compensation. For this position, equity could equal £14,000 subject to final approval by the company’s Board of Directors. Equity awards are not guaranteed, and the value of any equity award at the time of grant may fluctuate based on the company’s stock price and the grant date valuation.

We are excited to welcome a data-driven Brand Strategy & Consumer Insights Lead to our team for a 12 month fixed-term position. In this pivotal role, you will shape and deliver cross-channel brand strategies that bring Wayfair’s promise to life in the UK & Ireland. By blending creativity, analytics, and strategic thinking, you’ll ensure our brand resonates deeply with the UK audience while driving geo-specific business goals.

The role has a balanced mandate across UK B2C brand building, consumer insights, seasonal go-to-market planning, promotional strategy and campaign leadership. You will report into the EU Head of Brand and Integrated Marketing while managing one direct report, the Campaign & Content Strategy Lead. You will provide data analysis, strategic direction, prioritization, coaching and cross-functional alignment, ensuring campaign and content activity is insight-led, brand-consistent and connected to commercial objectives.

The EU Brand & Integrated Marketing Team leads a dynamic portfolio of brand and promotional initiatives across Europe, including Brand & Promotional Strategy, Omni-Channel Content & Campaign Strategy, Onsite Marketing, and Consumer Insights.

We are a collaborative, customer-focused team, committed to crafting cohesive, cross-channel strategies that integrate emotive, functional, and promotional messaging. Our goal is to deliver seamless, engaging customer experiences while ensuring alignment with Wayfair’s overarching brand vision. Acting as strategic partners across teams, we continuously advocate for our customers and push creative boundaries to drive impactful results.

• Lead the UK and Ireland B2C brand strategy, balancing long-term brand growth with ongoing campaign delivery, promotional and commercial activities.
• Translate UK consumer, category and competitor insight into clear brand priorities, audience strategies, positioning, messaging and creative briefs.
• Lead the strategic development of brand campaigns, ensuring they are distinctive, insight-led, commercially relevant and consistent across channels.
• Provide strategic direction and quality oversight to the Campaign & Content Strategy Lead, who owns day-to-day campaign and content strategy and execution including seasonal briefs.

• Act as the data-driven champion for the UK customer, owning and synthesising quantitative and qualitative data, trends and benchmarks into actionable insights that shape UK marketing and broader strategies, while confidently advocating for UK customer needs.
• Own the Consumer Insights Roadmap, including quarterly Brand Health and Media Impact Tracking.
• Turn research, audiences, campaign and competitor learnings into clear recommendations for brand, GTM and commercial decisions.
• Build a consistent rhythm of insight readouts, action planning and optimisation, using measurement and experimentation to improve effectiveness.

• Lead seasonal go-to-market planning, own the UK annual brand and promotional planning calendar, ensuring clear alignment across campaigns, promotions and key business priorities.
• Ensure promotional messaging supports short-term…