Brand Strategy & Consumer Insights Lead (Maternity cover)

Contract: 12-month fixed-term contract

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.

Who We Are

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.

Key Responsibilities

Brand strategy and campaign leadership

• 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.

Consumer insights and measurement

• 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.

Go-to-market and promotional strategy

• 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 performance while strengthening long-term brand equity, with clear prioritisation across competing demands.

Brand and commercial partnership

• Provide UK B2C strategic brand leadership for key customer propositions and commercial incentives, connecting messaging and customer proof points to insight and wider brand strategy.

People and stakeholder leadership

• Line-manage, coach and develop the Campaign & Content Strategy Lead, setting priorities, objectives, decision rights and development goals.
• Collaborate with stakeholders including Creative, Marketing Merchandising, Promotions, Channel Leads, Commercial initiative owners and Senior Leadership, to ensure strategic alignment.
• Create scalable ways of working, documentation and decision principles that support effective delivery and continuity during the fixed-term period.

What You’ll Need

Qualifications

• Bachelor’s degree in Communication, Brand Management, Digital Marketing, or a related field.
• 8+ years of experience in brand strategy, consumer insights or integrated marketing, with demonstrated experience translating customer insight into brand and commercial action.
• Proven expertise in developing B2C brand and promotional campaigns, with demonstrated success in the UK market.

Skills & Competencies

• Strong communication skills with the ability to tailor messaging for diverse audiences, including senior stakeholders, creative teams, external creative agencies and research partners.
• Strong strategic judgement, with the ability to prioritise effectively and balance brand, customer and commercial considerations.
• Ability to translate consumer and market insight into clear strategy, creative direction and commercial action.
• Exceptional stakeholder management skills, with the ability to align teams around shared goals.
• Comfortable operating in an always evolving business context and providing clear recommendations in a fast-moving, cross-functional environment.
• Analytical mindset with a proven ability to interpret data and make informed decisions.
• Passion for innovation and problem-solving, with a proactive, results-driven approach.
• Solid understanding of current market trends and consumer behaviour in the retail space.
• Experience managing, coaching or developing direct reports. Ability to lead through others while remaining close enough to the detail to ensure quality and momentum.
• Fluency in English.

Why Join Us?

This role offers the chance to thrive in a high-growth environment, take ownership of impactful projects, and collaborate with talented professionals across Europe. If you are passionate about driving customer-focused brand strategies and making a tangible difference, we’d love to hear from you.

Assistance For Individuals With Disabilities Wayfair is fully committed to providing equal opportunities for all individuals, including individuals with disabilities. As part of this commitment, Wayfair will make reasonable accommodations to the known physical or mental limitations of qualified individuals with disabilities, unless doing so would impose an undue hardship on business operations. If you require a reasonable accommodation to participate in the job application or interview process, please let us know by completing our Accomodations for Applicants form.

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About Wayfair Inc. Wayfair is one of the world’s largest online destinations for the home. Whether you work in our global headquarters in Boston, or in our warehouses or offices throughout the world, we’re reinventing the way people shop for their homes. Through our commitment to industry-leading technology and creative problem-solving, we are confident that Wayfair will be home to the most rewarding work of your career. If you’re looking for rapid growth, constant learning, and dynamic challenges, then you’ll find that amazing career opportunities are knocking.

No matter who you are, Wayfair is a place you can call home. We’re a community of innovators, risk-takers, and trailblazers who celebrate our differences, and know that our unique perspectives make us stronger, smarter, and well-positioned for success. We value and rely on the collective voices of our employees, customers, community, and suppliers to help guide us as we build a better Wayfair – and world – for all. Every voice, every perspective matters. That’s why we’re proud to be an equal opportunity employer. We do not discriminate on the basis of race, color, ethnicity, ancestry, religion, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, veteran status, genetic information, or any other legally protected characteristic.

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