Senior UA Creative Strategist - Mobile Games

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