Creative Strategist - HCM

Ho Chi Minh City

Openings: 1

Marketing

Senior

About this role

Research & Insights: Monitor the mobile game market, competitors, top-performing ads, and creative trends within the puzzle genre.
Analyze user personas, motivations, pain points, fantasies, and download triggers.
Identify scalable creative angles, including gameplay, progression, challenges, collection, social proof, rewards, drama, humor, fail/success scenarios, and power fantasies.
Consolidate key insights into clear briefs for the Concept team.
Creative Strategy: Develop a Creative Roadmap for game projects from the Soft Launch stage to Global Launch.
Build weekly and monthly creative directions for each product.
Propose creative pillars, including key angle groups, formats, hooks, and visual directions.
Categorize creatives based on their objectives: testing new concepts, iterating winners, scaling winners, and refreshing fatigued creatives.
Provide content direction tailored to each channel, including Meta, Moloco, Google, Unity, and AppLovin.
Performance Analysis: Data & Insight Analysis: Work closely with the UA team to understand key metrics such as CTR, CPI, IPM, CVR, and Retention. Based on performance data, identify why an ad "wins" or "fails" and extract a Winning Formula.
Draw learnings from each testing batch and turn them into actionable plans for the next batch.
Monitor creative fatigue and recommend refresh directions.
Design an A/B Testing framework by developing variation-testing matrices, such as changing colors, characters, the first three seconds, or CTAs, to optimize the performance of existing creative assets.
Creative Briefing: Write clear briefs for the Concept team, including objectives, target users, insights, angles, references, must-haves, elements to avoid, and success criteria.
Ensure each brief contains sufficient logic for the Concept team to develop ideas and for the Video/Art/Playable Ads teams to produce assets.
Proactively review concept plans to ensure alignment with the strategy.

What we're looking for

Experience

At least four years of experience in Performance Marketing, UA, or Creative Lead/Strategist roles within the Mobile Game or App industry.

Mindset & Understanding

Creative Mindset: Strong sensitivity to aesthetics and media trends, with the ability to develop creative ideas that align with game products.
Analytical Mindset (Data-driven): Ability to understand and analyze data to make decisions and shape creative direction based on actual performance.
Deep understanding of mobile gamer behavior and the advertising characteristics of platforms such as Meta, Google, Moloco, AppLovin, and Unity.

Skills

Strong presentation and persuasion skills, with the ability to defend strategic direction before the Board of Directors and internal teams.

Benefits & perks

Attractive benefits for employees, including health insurance, company trips, team building activities, happy hours, birthday celebrations, and more.
Full employee benefits after the 2-month probation period in accordance with the Labor Law.
Annual leave and public holidays in compliance with the Labor Law and Company policies.
Social insurance, health insurance, unemployment insurance, and annual health check-ups provided after the probation period.
Opportunity to work in a young, dynamic, modern, and professional environment with strong career development prospects.
Access to training, coaching, and professional development opportunities.
Additional exclusive benefits in accordance with the Company's internal policies.