lululemon Copy Director EMEA and Global Franchise

Description & Requirements

who we are

lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.

about this team
The Brand Creative team is responsible for delivering visual storytelling that brings the brand to life in a way that resonates with both new and existing guests. We ensure that lululemon shows up as globally consistent and regionally relevant whilst brand differentiated within a crowded competitor space. We fuel business success by connecting our guests to the heart of who we are - our purpose, our values, and our unique brand personality. We bring the performance of our products to life and drive brand love, awareness, and demand throughout EMEA.

who you are
You're a storyteller, a strategist, and a team leader with a vision. You lead with heart, think with clarity, and write with purpose. You know how to shape brand narratives at scale-and you bring the energy, insight, and intuition to guide a regional team through big ideas and bigger impact.

about the role
As our Copy Director you'll lead the regional copywriting team, overseeing storytelling across all of lululemon's campaigns, brand initiatives, and product moments. You'll drive creative copywriting strategy, manage a team of copywriters, and ensure every message reflects who we are and what we stand for-locally relevant, globally aligned, brand differentiated and deeply human. You will be responsible for top tier brand campaigns (including OOH, Ambassador, in-store and experiential channels), plus oversight and direction of lower tier activity (including CRM and website).

This role reports into the VP, Brand Marketing, EMEA & Global Franchise

core responsibilities

• Collaborate closely with global partners to champion worldwide tone of voice consistency
• Develop the copy strategy for EMEA campaigns, launches, and regional brand initiatives
• Lead and mentor writers, freelancers, and agency partners-delivering standout work that feels elevated, consistent, and brand differentiated
• Translate marketing and product strategies into clear, compelling storytelling
• Partner with Creative, Brand, Product, Digital, and Market teams across EMEA to ensure voice consistency and cultural relevance - even when copy is transcreated
• Guide briefing and concepting processes from kick-off to execution
• Use insights and data to craft sharper, more resonant messaging
• Present ideas and strategies to cross-functional partners and senior stakeholders with confidence and clarity
• Manage messaging consistency and direction for our brand and global franchise partners

qualifications

• 8+ years of copywriting or brand storytelling experience, with 3+ years in a leadership role
• Expertise in campaign, product, and multichannel storytelling for a premium brand
• Proven success creating memorable campaigns with business impact
• Strong regional market understanding across EMEA and sensitivity to cultural nuance
• Strategic thinker with the ability to connect creative ideas to brand goals and business impact
• Exceptional writing, editing, and presentation skills
• Experience in lifestyle, fashion, sport, or wellbeing a must
• Experience co-creating with brand, talent and commercial partners
• A love of trends, tech, fashion, and everything shaping today's culture
• BA (Hons) in Communications, English, Journalism, or equivalent preferred

must haves

• Acknowledge the presence of choice in every moment and take personal responsibility for your life.
• Possess an entrepreneurial spirit and continuously innovate to achieve great results.
• Communicate with honesty and kindness and create the space for others to do the same.
• Lead with courage, knowing the possibility of greatness is bigger than the fear of failure.
• Foster connection by putting people first and building trusting relationships.
• Integrate fun and joy as a way of being and working, aka doesn't take yourself too seriously.

compensation and benefits package

lululemon's compensation offerings are grounded in a pay-for-performance philosophy that recognizes exceptional individual and team performance. The base pay offered is based on market location and may vary depending on job-related knowledge, skills, experience, and internal equity. As part of our total rewards offering, permanent employees in this position may be eligible for our competitive annual bonus program and equity offerings, subject to program eligibility requirements.  

At lululemon, investing in our people is a top priority. We believe that when life works, work works. We strive to be the place where inclusive leaders come to develop and enable all to be well. Recognizing our teams for their performance and dedication, other components of our total rewards offerings include support of career development, wellbeing, and personal growth:

• Extended health and dental benefits, and mental health plans
• Paid time off
• Savings and retirement plan matching
• Generous employee discount
• Fitness & yoga classes
• Parenthood top-up
• Extensive catalog of development course offerings
• People networks, mentorship programs, and leadership series (to name a few)

Note: The incentive programs, benefits, and perks have certain eligibility requirements. The Company reserves the right to alter these incentive programs, benefits, and perks in whole or in part at any time without advance notice.

workplace arrangement

Hybrid

In-person collaboration and connection is important to our culture. Work is performed onsite, minimum 4 days per week.