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 adaptable 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 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

Benefits

Market competitive, tax-free USD salaries

Paid Time Off

Performance Bonus

Annual Performance Reviews

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📌 Senior UA Creative Strategist - Mobile Games (Madrid)
🏢 UserWise
📍 Madrid