Senior UA Creative Strategist

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

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 dis