Creative Producer (Playable Ads)

Develop the creative strategy and manage the Playable Ads hypothesis backlog, taking into account genre priorities, UA objectives, and each product’s stage; Regularly analyze internal test history, competitors, and market patterns; turn insights into original, testable hypotheses rather than copies of existing references; Develop mini-game concepts and production-ready scripts, including target audience/insight, hook, gameplay loop, user flow, core mechanic, progression, win/fail states, CTA, visual treatment, sound, references, and test variations; Define the objective, key variable, expected impact, success metrics, network/build constraints, and decision-making criteria for each hypothesis before production begins; Run brainstorms and follow-ups; align concepts with UA, Product, and Analytics before production and convert approved hypotheses into structured Asana tasks; Create tasks for Cocos Creator developers and art-pipeline contributors; provide complete asset lists, source files, sketches/storyboards, technical requirements, acceptance criteria, owners, deadlines, and review checkpoints; Partner with the Creative Technical Artist to define requirements for preparing and optimizing 2D/3D assets, enabling developers to start implementing mechanics without searching for or manually reworking source materials; Oversee production through intermediate reviews; validate alignment with the script, clarity of the first interaction, feedback/juice, pacing, CTA, and technical readiness for ad networks; Organize QA across devices, orientations, aspect ratios, and ad networks; ensure correct event tracking, clicks, install flow, and final deliverables; Analyze results together with UA and Analytics; decide whether to scale, iterate on, stop, or adapt a concept for another genre or product; Maintain a centralized library of hypotheses, references, versions, results, and learnings, making conclusions accessible to the entire Creative Team; Audit and improve the current workflow — Brainstorm → Notion follow-up → manual transfer to Asana — by introducing templates, mandatory fields, statuses, ownership, data-transfer automation, SLAs, and regular retrospectives. 3+ years of experience in creative production, creative strategy, or performance marketing for mobile games, with proven Playable Ads cases ; A portfolio of playable cases with a clearly defined personal contribution across the full cycle: hypothesis → script/brief → production → metrics → iteration decision; Strong understanding of game mechanics, onboarding, and the mobile UA funnel, with the ability to turn a product’s core loop into a short interactive experience; Ability to create production-ready scripts and technical briefs for Cocos Creator developers, covering the hook, sequence of screens and interactions, core mechanic, win/fail states, CTA, references, asset list, acceptance criteria, and iteration options; Experience briefing and managing playable ads developers, 2D/3D artists, and animators; strong creative-review skills and timely, actionable feedback; Confident use of creative-performance metrics, including CTR, IPM, CVR/IR, CPI, ROAS, Spend Share, and in-playable events such as engagement, completion, and CTA clicks, where available; Ability to distinguish signal from noise: compare cohorts and placements, account for data volume, and avoid declaring a winner based on a single test; A systematic approach to competitive research across direct competitors, adjacent genres, and mainstream mechanics, using tools such as AppMagic, Sensor Tower, Meta Ad Library, TikTok Creative Center, or similar platforms; Experience working within a mature creative pipeline: standardized brief templates, hypothesis backlogs, prioritization, statuses, review gates, Definition of Ready/Definition of Done, versioning, QA, a results database, and reuse of learnings; Technical literacy in Playable Ads: HTML5/WebGL and Web Mobile specifics, ad-network limitations, build and asset size, portrait/landscape formats and various aspect ratios, touch UX, loading, CTA/MRAID/SDK integrations, and cross-device QA; Understanding of the 2D/3D asset-preparation pipeline for Cocos Creator: formats, dimensions, compression, atlases/sprites, pivots/anchors, materials, naming conventions, and source-file handoff. Hands-on gameplay programming is not required; Ability to run several hypotheses and iterations in parallel, prioritize transparently with UA, and bring each cycle to a documented conclusion. Nice to have: Practical experience specifically in Idle Tycoon or Idle Arcade; next in priority are Word Games, Hypercasual, and Puzzle games; Hands-on familiarity with Cocos Creator: opening a project, reviewing scenes and flow, assessing asset structure, and building a simple prototype or greybox; Basic understanding of JavaScript/TypeScript, Git, and the build/export pipeline to communicate effectively with developers; Experience implementing in-playable event tracking and collaborating with analysts on event taxonomy and dashboards; Experience automating the workflow from knowledge base → task tracker → reporting; confident use of Notion, Asana, Confluence, Jira, or similar tools; Experience managing external studios and freelancers: writing briefs, estimating timelines, conducting reviews, accepting deliverables, and building a reliable vendor base; Confident use of AI tools for research, ideation, storyboarding, variation generation, and faster documentation without compromising quality; Experience with playable platforms and ad networks such as AppLovin, Unity Ads, Google Ads, Meta, Mintegral, ironSource/Liftoff, or similar. The opportunity to work on games played by millions of players; Implement your bold ideas; Paid vacation; Support for professional development (training, coaching, and more); Opportunity to grow and develop with the company; Supportive and warm working atmosphere within the team.