Responsibilities

• Build the AppLovin Creative Playbook
• Lead the development of our creative strategy for AppLovin as a growth channel, establishing the testing principles, creative frameworks, and performance patterns that will shape how we scale.
• Identify what drives success on AppLovin and turn those insights into a repeatable playbook that can be applied across multiple SKUs and offers.
• Help define the role creative plays in campaign performance, and shape how creative and media buying work together to unlock channel growth.
• Dive into winning ad patterns, competitor activity, offer positioning, hooks, visual formats, and messaging angles relevant to paid acquisition.
• Distil learnings into actionable testing hypotheses and creative directions that align with business goals and customer psychology.
• Develop a strong understanding of how creatives should be adapted to suit AppLovin’s environment and performance model.
• Build and manage a structured testing roadmap across concepts, hooks, angles, offers, formats, and messaging variations.
• Continuously identify opportunities to refresh, iterate, and scale creative based on performance signals.
• Balance testing velocity with strategic thinking, ensuring we are not only generating new ideas, but learning systematically from results.

Requirements

• 5+ years in DTC performance creative, creative strategy, or growth-focused advertising, ideally in direct response environments.
• Strong experience developing ad concepts for paid acquisition channels, with a clear understanding of how creative influences media performance.
• Deep familiarity with creative testing methodologies, including how to evaluate and iterate on hooks, angles, formats, messaging, and offers.
• Ability to think strategically across multiple SKUs and offers, rather than only within a single product lane.
• Strong commercial instincts and the ability to connect creative decisions with acquisition outcomes.
• Experience partnering closely with media buyers or growth marketers to shape campaign direction.
• A sharp eye for what makes performance creative work — from audience psychology and offer communication to clarity, pace, and conversion intent.
• A proactive, builder mentality: comfortable creating new systems, defining best practices, and helping establish a new growth playbook from the ground up.