Senior Creative Director - Copy, XCM EU in London

Amazon XCM is seeking a Senior Creative Director (Copy) with exceptional conceptual and copywriting craft to co-lead the EU Brand/XCM creative pod. This role is the creative voice for all copy-led outputs - from TV and OLV scripts to integrated campaign concepts - and forms one half of a senior creative partnership that drives the standard for EU Brand, Retail, and XCM campaigns.

You will work both strategically and tactically — determining the creative strategy and where to simplify or extend solutions for the best outcome. You will work independently with limited guidance, often in situations where goals, insights, and strategic decisions are undefined. You will synthesise existing customer research and data to develop campaign ideas, performing additional research as needed, and may determine underlying customer needs to define the creative direction.

Working in a co-CD partnership with the Senior Creative Director (Art), you will bring a unified creative vision to Brand/XCM work - from initial brief response through to final delivery. You will be comfortable leading agency relationships, reworking external creative when it doesn't meet the bar, and presenting confidently to senior stakeholders. While your primary craft is copy, you are expected to provide creative guidance across all disciplines - including visual, design, and production - ensuring strategic alignment across the full creative output.

The ideal candidate is a creative leader with a proven track record of concepting and delivering integrated campaigns across TV, OLV, digital, social, and experiential channels. A strong understanding of multi-market storytelling is essential, ensuring work resonates across EU marketplaces. Given the scope of EU marketing activity, multi-language and multi-cultural experience is strongly valued.

• Provide senior creative direction across TV, OLV, social, digital, and integrated campaigns
• Concept, write, and refine scripts, campaign narratives, and copy across all touchpoints — from hero TV spots to social cutdowns
• Define creative strategy for one or more programmes, directing campaigns inclusive of their features and tactics
• Synthesise existing strategic customer research and/or data to develop campaign ideas; perform additional research as needed to determine underlying customer needs
• Interrogate and elevate agency-delivered creative work, reworking scripts and concepts when they fall short of the required standard
• Develop the strategy for, and direct the creative output of, internal and external partners; select external partners for creative/tactical production
• Attend and creatively direct shoots, ensuring the written vision translates to screen
• Partner with the Senior Creative Director (Art) to deliver a unified creative vision across all campaign outputs
• Partner with global creative and marketing teams - working towards a shared global creative vision while understanding and protecting EU-specific needs, nuances, and market requirements
• Provide creative feedback across diverse groups, leaders, and stakeholders to ensure alignment on strategy; drive creative alignment with leadership and stakeholders
• Make creative trade-off decisions between teams, clients, and end-customer needs at programme level
• Steward brand tone and voice through every stage of campaign development, ensuring all teams maintain strategic integrity and creative narrative across all deliverables
• Own and actively develop mechanisms to improve internal and/or external creative processes; document and amplify processes across the team
• Actively mentor and develop others in the organisation
• Contribute to the team's creative culture through knowledge sharing, creative reviews, and raising the bar on craft
• Experience in driving compelling creative strategy and execution at an agency or in-house creative team
• Experience working with and influencing senior level stakeholders
• 10+ years of experience in copywriting and creative direction within advertising, brand, or creative agencies
• Experience working in a co-creative director partnership model preferred
• Understanding of emerging creative technologies (GenAI, CGI, real-time content) and their application to brand storytelling preferred
• Ability to provide creative guidance across diverse disciplines beyond primary craft (visual, design, production) preferred

Amazon is an equal opportunities employer. We believe passionately that employing a diverse workforce is central to our success. We make recruiting decisions based on your experience and skills. We value your passion to discover, invent, simplify and build.