The RoleWe 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 DoOwn Our UA Creative DirectionDevelop a continuous pipeline of new video ad concepts, hooks, formats and creative hypothesesDecide which ideas are worth producing and testing based on market trends, player psychology, competitor activity and our own performance dataBuild a weekly creative roadmap rather than waiting for production requestsPush beyond obvious variations of existing ads and actively search for new creative anglesHunt for Trends and Creative OpportunitiesConstantly research mobile game advertising across TikTok, Meta, YouTube, AppLovin, Google, Unity, Mintegral and emerging channelsStudy successful ads from both direct competitors and completely different genres and industriesDeconstruct winning creatives by looking at the hook, pacing, storytelling structure, gameplay, visual treatment, sound, creator style, emotional trigger and CTATrack broader TikTok, Reels, Shorts, creator and internet culture trends and identify which ones can be translated into performance advertisingMaintain a living library of interesting ads, formats, hooks and creative patternsTurn Insights Into Things We Can Actually MakeWrite clear, production-ready creative briefs, scripts, storyboards and referencesExplain not just what to make, but the hypothesis behind the idea and what we are trying to learnGive strong creative direction and feedback to video editors, motion designers, game capture teams, UGC creators,



AI creators and external agenciesHelp producers and artists understand the intent of a concept without prescribing every frameReview work in progress and push execution until the original creative idea comes through clearlyBuild a Modern Creative Testing MachineWork closely with UA managers to understand CTR, IPM, CVR, CPI, ROAS, retention and other creative performance signalsIdentify why a creative worked rather than simply declaring it a winnerTurn winning ads into structured families of new hypotheses rather than endless minor variationsKill weak directions quickly and double down aggressively when a concept shows promiseWatch for creative fatigue and ensure the pipeline always has genuinely fresh ideas entering testingUse AI Aggressively, but IntelligentlyStay current with AI image, video, voice, scripting and editing toolsUse AI to prototype ideas, explore concepts and generate variations rapidlyUnderstand where AI production is good enough, where human production is better, and when the two should be combinedExperiment with AI-native formats and workflows rather than treating AI only as a cheaper production toolHelp us continuously evaluate new creative tools, platforms and production partnersDirect External ProductionIdentify and brief specialist agencies, UGC creators, freelance editors, AI studios and playable ad providers when appropriateEvaluate external creative partners based on performance, speed and creative thinking, not simply production polishGive vendors decisive feedback and keep projects movingHelp us build a adaptable production network capable of executing very different kinds of ideas quicklyCreative Formats You Should Be Comfortable WithGameplay-led videoTikTok, Reels and Shorts-native adsUGC and creator-style adsGameplay reviews and reaction formatsNarrative and story-driven adsFailure, challenge and transformation formatsHumor, memes and culturally relevant conceptsAI-generated and AI-assisted video2D and 3D animationLive actionPlayable and interactive adsStatic and lightweight motion conceptsWe care much more about choosing the right format for the idea than having a preferred production styleWhat This Role Is NotThis 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 LikeYou 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.RequirementsWhat We're Looking ForAround 3 to 5 years of relevant experience in mobile games, mobile apps, performance creative, creative strategy, advertising or a closely related fieldStrong understanding of mobile game UA creative and performance advertisingExceptional instinct for short-form video, including hooks, pacing, storytelling, visual communication and attentionStrong analytical thinking and comfort interpreting creative performance dataAbility to look at an advertisement and explain why it worksAbility to turn insights into clear creative hypotheses and actionable briefsDeep curiosity about games, advertising, internet culture, creators and emerging formatsStrong familiarity with current generative AI creative tools and workflowsExcellent communication and creative feedback skillsHigh initiative. You should naturally research, experiment and bring us ideas without waiting to be askedComfortable challenging existing assumptions when you believe there is a better directionNice to HavePrevious mobile game Creative Strategist or Creative Producer experienceExperience with casual or hybrid-casual gamesExperience working directly with Meta, TikTok, Google or major mobile ad networksFamiliarity with creative intelligence tools such as Sensor Tower, AppMagic, Apptica, Meta Ads Library or TikTok's creative toolsExperience briefing and managing UGC creators or external creative agenciesKnowledge of playable adsBasic hands-on ability with CapCut, Premiere, After Effects or similar toolsAbility to quickly make a rough edit, AI prototype or visual mockup to communicate an ideaGame capture, Unity or other game development familiarityBenefitsMarket competitive, tax-free USD salariesPaid Time OffPerformance BonusAnnual Performance Reviews#J-18808-Ljbffr

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