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The Role
We are looking for a sharp, highly curious UA Creative Strategist to help us decide what advertising creatives we should make and why.
This is not primarily a video editing or art production role. Your job is to stay ahead of the mobile games advertising market, spot emerging creative opportunities, understand what is working and what is becoming stale, and turn those insights into strong concepts and clear production briefs.
You will sit at the intersection of creative, user acquisition, games and data .
We want someone who watches the market closely, studies competitors, understands internet culture and short-form video, experiments aggressively, and is constantly asking:
“What should we test next?” You will work with our UA team and with internal and external creators, editors, artists, AI tools and production partners to turn those ideas into ads.
What You’ll Do
Own Our UA Creative Direction
Develop a continuous pipeline of new video ad concepts, hooks, formats and creative hypotheses.
Decide which ideas are worth producing and testing based on market trends, player psychology, competitor activity and our own performance data.
Build a weekly creative roadmap rather than waiting for production requests.
Push beyond obvious variations of existing ads and actively search for new creative angles.
Hunt for Trends and Creative Opportunities
Constantly research mobile game advertising across TikTok, Meta, YouTube, AppLovin, Google, Unity, Mintegral and emerging channels.
Study successful ads from both direct competitors and completely different genres and industries.
Deconstruct winning creatives by looking at the hook, pacing, storytelling structure, gameplay, visual treatment, sound, creator style, emotional trigger and CTA.
Track broader TikTok, Reels, Shorts, creator and internet culture trends and identify which ones can be translated into performance advertising.
Maintain a living library of interesting ads, formats, hooks and creative patterns.
Turn Insights Into Things We Can Actually Make
Write clear, production-ready creative briefs, scripts, storyboards and references.
Explain not just what to make, but the hypothesis behind the idea and what we are trying to learn.
Give strong creative direction and feedback to video editors, motion designers, game capture teams, UGC creators, AI creators and external agencies.
Help producers and artists understand the intent of a concept without prescribing every frame.
Review work in progress and push execution until the original creative idea comes through clearly.
Build a Modern Creative Testing Machine
Work closely with UA managers to understand CTR, IPM, CVR, CPI, ROAS, retention and other creative performance signals.
Identify why a creative worked rather than simply declaring it a winner.
Turn winning ads into structured families of new hypotheses rather than endless minor variations.
Kill weak directions quickly and double down aggressively when a concept shows promise.
Watch for creative fatigue and ensure the pipeline always has genuinely fresh ideas entering testing.
Use AI Aggressively, but Intelligently
Stay current with AI image, video, voice, scripting and editing tools.
Use AI to prototype ideas, explore concepts and generate variations rapidly.
Understand where AI production is good enough, where human production is better, and when the two should be combined.
Experiment with AI-native formats and workflows rather than treating AI only as a cheaper production tool.
Help us continuously evaluate new creative tools, platforms and production partners.
Direct External Production
Identify and brief specialist agencies, UGC creators, freelance editors, AI studios and playable ad providers when appropriate.
Evaluate external creative partners based on performance, speed and creative thinking, not simply production polish.
Give vendors decisive feedback and keep projects moving.
Help us build a flexible production network capable of executing very different kinds of ideas quickly.
Creative Formats You Should Be Comfortable With
You do not need to personally produce all of these, but you should understand how and when to use them:
Gameplay-led video
TikTok, Reels and Shorts-native ads
UGC and creator-style ads
Gameplay reviews and reaction formats
Narrative and story-driven ads
Failure, challenge and transformation formats
Humor, memes and culturally relevant concepts
AI-generated and AI-assisted video
2D and 3D animation
Live action
Playable and interactive ads
Static and lightweight motion concepts
We care much more about choosing the right format for the idea than having a preferred production style
What This Role Is Not
This is not a traditional brand Creative Director role.
It is not primarily a video editor position.
It is also not a UA media buying position.
We are hiring the person who sits between those disciplines. This person is responsible for understanding the market, generating the hypotheses, choosing the creative directions, briefing the people who make them, and learning from the results.
What Success Looks Like
You have created a repeatable rhythm where we always know:
What are we testing? Why are we testing it? What did we learn? What should we make next?
Over time, we should see a larger and more diverse pipeline of strong creative ideas, faster learning cycles, more creative winners, less dependence on a small number of exhausted concepts, and better UA performance as a result.
Above all, we want someone who develops a reputation inside the company for constantly bringing us ideas we would not have thought of ourselves.
Requirements
What We’re Looking For
Around 3 to 5 years of relevant experience in mobile games, mobile apps, performance creative, creative strategy, advertising or a closely related field.
Strong understanding of mobile game UA creative and performance advertising.
Exceptional instinct for short-form video, including hooks, pacing, storytelling, visual communication and attention.
Strong analytical thinking and comfort interpreting creative performance data.
Ability to look at an advertisement and explain why it works.
Ability to turn insights into clear creative hypotheses and actionable briefs.
Deep curiosity about games, advertising, internet culture, creators and emerging formats.
Strong familiarity with current generative AI creative tools and workflows.
Excellent communication and creative feedback skills.
High initiative. You should naturally research, experiment and bring us ideas without waiting to be asked.
Comfortable challenging existing assumptions when you believe there is a better direction.
Nice to Have
Previous mobile game Creative Strategist or Creative Producer experience.
Experience with casual or hybrid-casual games.
Experience working directly with Meta, TikTok, Google or major mobile ad networks.
Familiarity with creative intelligence tools such as Sensor Tower, AppMagic, Apptica, Meta Ads Library or TikTok’s creative tools.
Experience briefing and managing UGC creators or external creative agencies.
Knowledge of playable ads.
Basic hands-on ability with CapCut, Premiere, After Effects or similar tools.
Ability to quickly make a rough edit, AI prototype or visual mockup to communicate an idea.
Game capture, Unity or other game development familiarity.