About the Role
We're looking for a Senior Creative Strategist to lead the strategic direction and pre-production of our Royal Match project. Royal Match is one of the biggest Match-3 titles in mobile gaming, and this role is built for someone who can own the creative thinking behind a high-volume performance creative pipeline of 50 concepts per week.
You'll own the research, ideation, concept development, and production-ready briefs behind the ads the team ships. You'll work ahead of production, maintaining a strong bank of approved creative directions so artists, animators, and production teams always have clear concepts to execute.
You'll collaborate closely with Creative, Animation, Operations, Tech Art/FDE, and the client-facing team to translate client direction, market insights, and performance signals into creative concepts built to win.
Key Responsibilities
Creative Strategy & Ideation
•Own the creative strategy for Royal Match, including research, ideation, concept direction, briefs, testing priorities, and performance learnings.
•Develop a deep understanding of Royal Match's gameplay, visual language, audience motivations, competitor landscape, ad patterns, and performance drivers.
•Run continuous ideation for new concepts and variations, staying ahead of the production cycle and supporting a pipeline of approximately 50 concepts per week.
•Build and maintain a scalable ideation bank — a library of ready-to-brief concepts that keeps production moving without bottlenecks.
Briefs & Pre-Production
•Write clear, production-ready briefs for every concept, including the core idea, hook, gameplay or narrative structure, reference direction, user motivation, and iteration logic.
•Ensure every concept entering production has a clear strategic purpose, performance hypothesis, and creative direction.
•Define iteration plans before production starts, so each concept can scale into meaningful variations within production capacity.
Research & Performance Insights
•Conduct ongoing market research across Royal Match, the Match-3 and puzzle category, competitor ads, and mobile gaming creative trends.
•Track winning patterns, hooks, formats, emotional triggers, fake gameplay structures, challenge formats, and player motivation angles.
•Translate research, trend insights, and performance learnings into concrete concepts, variations, and creative recommendations.
•Evaluate concepts based on performance potential, data signals, audience relevance, and strategic fit — not subjective taste.
Cross-Team Collaboration
•Work closely with Creative, Animation, Operations, Tech Art/FDE, and client-facing stakeholders to align strategy, feasibility, quality, and client expectations.
•Partner with production teams to ensure concepts are strong, executable, on-brand, and aligned with delivery timelines.
•Identify repeated creative or production blockers and turn them into clear recommendations for process, tooling, or pipeline improvements.
Qualifications
•5–7 years of proven experience in creative strategy, user acquisition, or performance marketing within mobile gaming.
•Deep knowledge of mobile gaming ad creative, with strong understanding of Match-3, puzzle, casual, or performance-driven game genres.
•Proven ability to ideate, evaluate, and brief creative concepts at scale — ideally for high-volume pipelines producing dozens of concepts per week.
•Strong understanding of what drives performance in mobile game ads, including hooks, gameplay loops, fake gameplay, challenge-based ads, character-driven concepts, and player motivation frameworks.
•Experience translating performance data, market research, and client feedback into actionable creative concepts and testing plans.
•Excellent English communication skills — you'll write briefs, present ideas, and collaborate with global teams.
•Strong collaboration skills across Creative, Tech Art, Operations, and client-facing stakeholders.
•A confident, self-sufficient thinker and doer who can manage multiple priorities, take ownership, and turn ambiguity into structured creative direction.
Nice to Have
•Experience working specifically on puzzle, Match-3, casual, or hybrid-casual games.
•Familiarity with Royal Match, its gameplay, visual style, creative patterns, audience, and competitive landscape.
•Experience working with creative intelligence tools, ad libraries, performance dashboards, or market research platforms.
•Experience working with creative AI tools and AI-driven innovation.
•Experience building creative testing roadmaps, ideation banks, post-test learning documents, or scalable briefing systems.
What Success Looks Like
•The Royal Match project consistently has a strong bank of approved, ready-to-brief creative directions.
•Artists and animators are never blocked by lack of concept direction.
•Every concept entering production has a clear strategic rationale, performance hypothesis, and iteration logic.
•The team consistently delivers around 50 strong creative concepts per week while maintaining quality, clarity, and strategic consistency.
•Creative learnings from performance are continuously translated into stronger future concepts.
