There are DTC brands that talk about performance marketing, and then there are ones that actually live by it. This is the second kind. A family games brand that went all-in on paid social in a category everyone else still runs through wholesale, and built something real off the back of it.

They're growing fast, the targets are ambitious. Right now creative direction sits with the founder and media buyer, supplemented by an agency and a video editor. The goal with this hire is to bring that function in-house, build a proper creative engine, and push monthly output to 1,000+ net new creatives.

The timing matters. A major retail partnership is launching in weeks with multiple SKUs, and the brand is at a stage where creative execution directly determines how well new games scale on DTC before feeding into retail. This role sits at the center of that.

If you've built creative systems for DTC brands at real spend levels, you know Meta and TikTok Shop inside and out, and you've been a creator yourself, this is the most important hire this company is making right now.

WHO THEY ARE

A founder-led DTC board game company that has built something genuinely rare in their category: a brand that competes on paid social at a level most players in the space don't think is possible. The board game industry is still largely wholesale-driven, but this company has bet on DTC and performance marketing from the start, and it's working.

The flagship games have built a loyal community, including a 1,300-member Discord that feeds directly into the creative operation. TikTok Shop has become a meaningful channel alongside Meta, and the brand has been smart about using top-performing TikTok content to fuel Meta as well. The team is lean, around 15 people, fully remote, and moves fast.

The challenge over the last year has been volume and focus. Launching multiple new games in quick succession stretched a small creative team too thin, and the result was that individual game launches didn't get the strategic attention they needed. This hire is the fix. The goal is a structured creative flywheel where every game, new or existing, has a proper launch strategy, a repeatable process behind it, and someone who can execute it consistently without the founder having to stay in the weeds.

This is a fully remote, full-time role.

US-based candidates will be hired as employees; international candidates will be brought on as contractors.

WHAT'S IN IT FOR YOU

• Own the entire creative function: Full autonomy to lead strategy, build systems, and set the direction. This isn't a support role or an agency-adjacent seat.
• Work across a genuinely unique brand category: Board games on paid social at this spend level is rare. The creative problems are interesting and the growth potential is real.
• Tap into a built-in creator ecosystem: A TikTok Shop creator network and a 1,300-member Discord community are yours to activate as part of the creative flywheel.
• Be part of a major retail expansion: A significant retail partnership is launching in weeks. The creative work you do directly shapes how new games scale on DTC and feed into retail.
• A clear growth path to Creative Director: As the team under you grows, the role grows with it. You're already at the top of the creative function on day one.
• Compensation that reflects the importance of the seat: Strong base plus a performance bonus structure that rewards finding winners.

WHAT YOU'RE GETTING INTO

This role is focused on building and running the creative flywheel that takes the brand from 10 to 20 test concepts a week today to 1,000+ net new creatives a month, across Meta and TikTok Shop.

You will:

• Lead creative strategy across the full brand portfolio, both existing games and new launches, with full ownership over direction, testing priorities, and output
• Build the creative flywheel that merges Meta performance data, TikTok Shop creator content, and the Discord community into a repeatable system for finding and scaling winners
• Write and brief creative yourself, coming from a copywriting-first mindset, and direct the video editor and creator network to execute on your concepts
• Own the launch playbook for new games, making sure every release gets structured creative focus rather than getting buried under competing priorities
• Collaborate daily with the media buyer and Head of Growth, using Meta performance data and Northbeam to inform creative decisions and feed learnings back into the next round of testing
• Develop repeatable templates for hooks, angles, and formats that work by game type, so the creative output compounds instead of starting from scratch every time
• Use AI tools to accelerate research, ideation, and production across UGC, statics, and mashups

WHO YOU ARE

• You have direct response paid social experience at real spend levels, with Meta as your primary channel and a track record of finding creative winners, not just producing volume
• You know TikTok Shop and understand how creator content on that platform can be repurposed and scaled on Meta
• You're a copywriter at heart, able to write hooks, scripts, and angles yourself rather than relying entirely on others to bring your ideas to life
• You've been a content creator yourself, which gives you real instincts for what captures attention and why
• You're genuinely organized, able to manage multiple game launches, creative calendars, and testing cadences without things slipping
• You're CPA-driven, meaning you measure creative performance the same way the business does: by how much it costs to acquire a customer, not by how the ad looks
• You're AI-fluent and use tools to move faster without using them as a substitute for strategic thinking
• You work full-time and fully committed to this role, with meaningful EST availability for collaboration with the team

Bonus points if you have:

• Experience launching new products or SKUs on DTC with a structured creative strategy behind the launch
• A background working with community-driven brands where the audience itself is part of the content engine
• Familiarity with Northbeam or similar attribution tools

WHAT SUCCESS LOOKS LIKE

• Days 1 to 30 (Learn): You've audited all existing creatives, understand each game and what makes it unique, mapped where the current creative process breaks down, and gotten fully familiar with the Meta setup and TikTok Shop workflow. You've delivered a clear gap analysis and a proposed flywheel framework by the end of the month.
• Days 31 to 60 (Build): The creative flywheel is being stood up. You're leading strategy and execution for the upcoming retail SKU launches, establishing repeatable templates for hooks, angles, and formats by game type, and weekly creative output is hitting the testing cadence needed to find winners fast.
• Days 61 to 90 (Scale): The flywheel is running. New games have a clear launch playbook every time. Winning creatives are scaling on Meta and TikTok Shop independently. No more launches slipping through the cracks because every game is getting the creative focus it deserves.