Creative Lead - North America

Gazelle Bikes North America•Santa Cruz, CA

1d•$110,000 - $120,000•Hybrid

About The Position

Gazelle & Urban Arrow North America is seeking an experienced Creative Lead to drive content strategy, storytelling, and creative development across its North American business. This strategic, hands-on role translates global brand direction into compelling digital storytelling and omnichannel campaigns, develops creative briefs and content plans, and manages a flexible network of agencies, freelancers, and global creative resources. The role builds narratives for premium brands and brings them to life across social, digital advertising, web, email, video, PR, and dealer channels, adapting creative to each platform. As part of a lean marketing team, the Creative Lead also creates or adapts assets, develops templates, edits copy, and produces quick-turn content when needed. The position owns North American content strategy and editorial calendars for Gazelle and Urban Arrow, directs creative production, oversees organic social strategy and its external day-to-day partner, and leads the creative and content workstream for product launches and major campaigns. The role is based in Santa Cruz, California, with a hybrid/on-site arrangement and a three-day-per-week in-office requirement. The brands are part of Pon.Bike; Royal Dutch Gazelle employs more than 550 people worldwide.

Requirements

At least 5 years of experience in content marketing, digital marketing, creative marketing, integrated marketing, or a related role.
Demonstrated experience developing digital and omnichannel campaign storytelling, building a central narrative and adapting it across social, video, web, email, paid media, and other consumer touchpoints.
Strong storytelling and editorial instincts, with the ability to translate marketing strategy, audience insights, and product positioning into consumer-facing narratives.
Experience developing creative briefs and managing content and creative development for integrated campaigns and/or product launches.
Experience managing agencies, freelancers, photographers, videographers, designers, writers, creators, or other external creative resources.
Excellent writing, editing, and communication skills, with strong attention to detail.
Proficiency with Adobe Creative Suite and the ability to independently create, edit, adapt, resize, and version everyday marketing assets.
Familiarity with AI-enabled creative and marketing tools and the ability to incorporate them thoughtfully into creative workflows where useful.
Strong organizational skills and ability to manage multiple creative workstreams and external partners simultaneously.
Resourcefulness and comfort working within a lean team, with sound judgment about when to execute directly and when to engage specialized external expertise.
Passion and background in cycling, active transportation, outdoor recreation, or mobility.
Ability to read, comprehend, and explain documents in English and communicate effectively in English, verbally and in writing.

Nice To Haves

Experience with Photoshop, InDesign, Illustrator, Premiere Pro, or comparable tools.
Experience collaborating across functions and with remote or international teams.

Responsibilities

Own the North American content strategy and editorial calendar for Gazelle and Urban Arrow, establishing content pillars, recurring storytelling themes, and priorities aligned with marketing and business goals.
Translate global brand direction into storytelling for U.S. and Canadian audiences in collaboration with the headquarters brand team.
Develop integrated, omnichannel stories and content ecosystems that connect a central narrative across social, video, web, email, paid media, PR, and dealer channels.
Develop creative briefs and content plans for campaigns, product launches, organic social, and ongoing marketing initiatives.
Create and adapt day-to-day marketing content, including editing, resizing, versioning, and developing assets when specialized external resources are not required.
Direct photography, video, design, copy, and other content production, ensuring creative is effective across channels and formats.
Use AI-enabled creative tools where appropriate for ideation, concept development, editing, adaptation, versioning, and efficient production.
Develop scalable templates and creative systems for the North American team, external partners, and dealer network to create or update brand-consistent materials.
Source and manage a flexible network of agencies and creative resources, including photographers, videographers, designers, writers, creators, freelancers, and Netherlands-based production partners; provide briefs, feedback, and direction.
Oversee organic social content strategy and creative direction while managing an external partner responsible for day-to-day execution.
Own the creative and content workstream for product launches and major campaigns, translating marketing strategy into campaign narratives, messaging frameworks, content plans, and deliverables.
Partner with the digital team, sales, PR agency, and global teams to deliver creative and content for a connected consumer experience across channels.