UA Creatives Lead

Workplays; Kraków; Hybrid; PLN 279,000 - 502,000; Full time

Benefits offered by this job

Flexible terms (contract or B2B)

Remote-first culture

Regular company events

Competitive benefits

Job summary

Workplays, a cutting-edge AAA mobile-first game studio, seeks a UA Creatives Lead to own the ads that drive growth. You will bring a world-famous IP into campaigns fans recognize, testing ideas, iterating creatives, and building a scalable pipeline.

Reporting to the CMO, you start hands-on and may grow into leading a UA creative team. You will work in a remote-first environment with flexible terms (contract or B2B), while collaborating with a global team across Europe and beyond.

Qualifications

• 5+ years making performance creatives for mobile games, including 2+ years in a senior or lead role.
• Portfolio of ads that scaled with measurable results.
• Experience creating performance ads for licensed IP with licensor approvals.

Responsibilities

• Develop concepts around IP characters, moments, and stories for ads that align with brand and franchise events.
• Turn market research, competitor data, and player insights into test hypotheses and rapid experiments.
• Scale winning concepts through varied hooks, formats, and lengths to reach new audiences.
• Prototype ideas hands-on using AI-native approaches and tooling.
• Collaborate with UA and game teams to plan tests and decide what to scale or stop.
• Maintain a steady stream of fresh concepts to replace fatigued ideas.
• Build a reusable creative pipeline: briefs, templates, naming, analytics, AI workflows, licensors.
• Own the creative library and tooling ecosystems.

Skills

Performance creatives

Video editing

Motion design

Gameplay capture

Generative AI tools

Analytical thinking

Communication

Collaboration

Leadership experience

Tools

Video editing software

Motion graphics tools

AI tools for video/images

Job description

About Us:

We are a cutting-edge AAA mobile-first game studio, founded by the former CEO and CPO of Plarium. With a team of 140 top-tier professionals across Europe, we specialize in large-scale Collection RPGs, drawing from our experience developing and publishing mid-core RPGs and MMO Strategy games.

Now, we are pushing the boundaries of mobile-first gaming with the next evolution of CRPGs, built on one of the world’s most iconic IPs.

Operating as a fully remote company, we also have physical offices in Tel Aviv and Krakow, uniting exceptional talent from across the continent to create world-class gaming experiences.

The Role:

We are releasing a new AAA mobile game based on a globally recognized IP, with the ambition of reaching hundreds of millions of players. Most of them will come through paid UA. In UA, creatives come first: without strong creatives, there is no growth.

We are now looking for a UA Creatives Lead to own the ads that drive this growth. This is a hands-on role. You will bring a world-famous IP into ads that fans recognize right away and that perform at scale. Day to day, you will find and test new ideas, develop our best creatives through new iterations, and see your work directly drive the game’s success. Together with the Game and UA teams, you will build a creative pipeline that finds more winners, faster and more efficiently. You will report directly to our CMO. You will start as a hands-on individual contributor, with the goal of building and leading your own UA creative team as we scale.

Responsibilities:

• IP and brand: build concepts around the characters, moments, and stories fans love, create efficient ads that are true to the brand, and make the most of big franchise events.
• Ideation: turn market research, competitor data, and player insights into clear hypotheses, and get them into testing fast.
• Execution: scale every winner with iterations (new hooks, formats, lengths) to extend its life and reach new audiences.
• Hands-on involvement: prototype new ideas yourself, widely using AI-native approaches.
• Own creative results with the UA team: plan tests, read performance metrics, and decide what to scale, iterate, or stop.
• Track creative fatigue and keep a steady flow of new concepts so results hold when a winner wears out.
• Build the creative pipeline: briefs, templates, naming, creative analytics, AI workflows, and licensor approvals.
• Own the creative library and our creative tools.

Requirements:

• 5+ years making performance creatives for mobile games, including 2+ years in a senior or lead role.
• A portfolio of ads that scaled, with the results they achieved and why they worked.
• Experience creating performance ads for licensed IP, balancing ad trends with brand guidelines and licensor approvals.
• Strong conceptual and analytical thinking: clear hypotheses, clean tests, and decisions based on data.
• Hands-on skills in video editing, motion design, and gameplay capture.
• Daily use of generative AI tools for video, images, and voice.
• Experience with mid-core games, ideally RPG or strategy. You play these games and follow their ads.
• Excellent communication and collaboration skills.

What We Offer:

• An influential role in the mobile RPG gaming industry.
• Flexible employment terms: employment contract or B2B.
• A remote, in-office, or hybrid work model.
• An engaging team environment with regular company events.
• A competitive benefits package tailored to your needs.

This is a rare opportunity to lead the UA creative direction for a high-profile mobile AAA project in a remote-first, globally connected game studio founded by industry veterans. If you’re ready to leave your creative mark on the next generation of mobile gaming, we want to hear from you.