Creative Lead - North America

Royal Dutch Gazelle•Santa Cruz, CA

1d•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 Creative Lead builds premium brand narratives and brings them to life across the consumer journey, including social, digital advertising, web, email, video, PR, and dealer channels, adapting creative to each platform. As part of a lean marketing team, the role also creates and adapts assets, develops templates, edits copy, and produces quick-turn content when needed. Gazelle has made bikes in the Netherlands since 1892 and produces more than 300,000 annually. Gazelle Bikes North America launched in Santa Cruz, California, in 2017. The business also distributes Urban Arrow, an e-cargo bike brand, and is part of Pon.Bike. The position is based in Santa Cruz, California, with a hybrid/on-site arrangement requiring three days per week in the office. The role owns North American content strategy and the editorial calendar for Gazelle and Urban Arrow, develops integrated campaign and product-launch creative, directs content production, and oversees organic social strategy and creative direction while managing an external day-to-day partner. It collaborates with the global brand team, digital team, sales, PR agency, and other partners to deliver connected consumer experiences. The role also develops scalable creative templates and systems and uses creative and AI-enabled tools where appropriate.

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 and adapting a central narrative across social, video, web, email, paid media, and other consumer touchpoints.
Strong storytelling and editorial instincts, with the ability to turn 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 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 workflows where they improve ideation, efficiency, adaptation, or production.
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 stories for U.S. and Canadian audiences in collaboration with the headquarters brand team.
Develop integrated, omnichannel stories and content ecosystems spanning 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 support is not required.
Direct creative production across photography, video, design, copy, and other content development, ensuring work is effective across channels and formats.
Use AI-enabled creative tools where appropriate to support 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.
Source and manage a flexible network of creative resources, including agencies, photographers, videographers, designers, writers, creators, freelancers, and Netherlands-based production partners; provide briefs, feedback, and direction.
Oversee organic social content strategy and creative direction and manage the external partner responsible for day-to-day social work.
Own the creative and content workstream for product launches and major campaigns, including campaign narrative, messaging framework, content plan, and deliverables.
Partner with the digital team, sales, PR agency, and global teams to plan connected campaign experiences across channels.