Digital Creative Strategist - Hybrid

About the Role

This is an exciting opportunity to help shape how digital creative is developed during a period of significant growth and investment across ATL and digital channels.

The successful candidate will sit at the intersection of paid media, creative production, commercial performance, and brand strategy, using audience insight, platform knowledge, and performance data to create more effective digital campaigns across multiple international markets.

This is a senior, hands-on role for someone who understands performance marketing, can brief like a creative strategist, and knows how to turn data into stronger concepts, sharper messaging, and measurable commercial impact.

Key Responsibilities

Performance-led creative strategy

• Own the creative testing and messaging roadmap across paid digital Brand, Acquisition and Retention channels, spanning up to 13 international markets.
• Turn cross-channel performance data (across brand/acquisition and retention campaigns and working in-conjunction with channel managers/creative team) into clear creative direction, defining the audiences angles, hooks, formats and messaging to test each cycle across paid social, online video, paid search and display (mobile and desktop).
• Understand how creative acts as an important delivery and audience-discovery signal on platforms such as Meta and TikTok, and how format, hook and pacing can directly influence commercial performance.
• Develop structured test plans with clear hypotheses, success measures and learning agendas, ensuring creative decisions are led by evidence rather than opinion.
• Build and evolve creative-performance reporting, analysing results by format, hook, audience, message and platform to establish clear priorities for future production.
• Prioritise creative production based on commercial opportunity, ensuring the highest-impact concepts are developed first.

Creative development

• Lead brainstorms that create genuinely new creative territory, rather than variations of existing work.
• Translate the insights and ideas into clear, actionable briefs, setting out the audience, angle, format, hook, CTA, and strategic rationale.
• Apply current platform best practice across Meta, TikTok, Snapchat, YouTube, Display and Paid Search, including vertical video, sound-on creative, creator-led content, UGC and platform-native storytelling.
• Ensure creative is adapted appropriately for mobile and desktop environments, platform behaviours and local market needs.
• Use AI tools where appropriate to accelerate ideation, research, briefing and production workflows, while maintaining high creative standards

Working with Creative, Brand & Channel Teams

• Partner directly with our designers, editors and producers to open up space for platform native content, understanding why a traditional creative process defaults to familiar, safer output
• Build trusted, constructive relationships across Creative, Brand and Performance teams—challenging familiar approaches where needed and using evidence to build alignment.
• Coach and upskill colleagues through regular sharing of platform developments, creative best practice, testing results and market trends.
• Work closely with Channel Leads and the Digital Marketing Director to ensure testing is executed accurately, on time and translated into future media and creative decisions.
• Partner with Brand and Marcomms teams to ensure messaging is relevant and consistent across the customer lifecycle, digital activity and ATL campaigns.
• Lead regular creative review sessions, ensuring platform updates and performance learnings result in clear actions and improved creative output.

Brand and commercial context

• Use digital creative to build genuine relevance, trust and preference for the brand in a highly competitive market rather than chasing short term performance metrics alone
• Bring a clear point of view on how the brand can differentiate in a crowded and highly competitive market.
• Develop creative that works within regulatory requirements and platform advertising policies, while remaining distinctive, effective and appropriate for each market.?

Requirements

• 5+ years’ experience in creative strategy, performance creative, paid social, digital marketing, or a related discipline
• Proven ability to make creative more digital-first and commercially effective
• Strong experience across paid social, especially Meta, TikTok, and Snapchat
• Experience with online video, YouTube, display, paid search, and cross-channel digital performance
• Strong understanding of platform-native creative, vertical formats, opening hooks, UGC, creator-led content, and sound-on storytelling
• Experience building and running structured creative testing frameworks
• Ability to interpret performance data and translate insights into strong creative briefs
• Excellent briefing, facilitation, and brainstorming skills
• Strong commercial mindset with the ability to balance brand relevance, creative quality, and measurable performance
• Confident presenting creative strategy and performance insights to senior stakeholders
• Proactive, collaborative, hands-on, and comfortable working independently

Advantageous Experience

• Experience working across multiple international markets
• Experience adapting creative strategy to local audiences, cultural nuances, and market requirements
• Experience in iGaming, online gaming, betting, casino, ecommerce, or another performance-driven sector
• Experience working within a highly regulated industry
• Experience using AI tools for creative research, ideation, briefing, or production
• Strong understanding of regulatory and platform-policy constraints