Creative & Organic Growth Lead - Consumer AI / Gaming App

Our client is a venture-backed consumer AI startup building a new category between social media and gaming. Its mobile app launched less than a year ago, already has hundreds of thousands of users, and is growing fast. With new funding in place, the founders are opening a central London office and building a go-to-market team from scratch. This role owns how the product looks and spreads on social platforms. The team works from the office five days a week.

Role Scope

You are the strategist behind the content, and you do not produce it yourself. You will not need to edit or appear on camera. Three full-time editors will report to you.

• Work out what creative will land for each audience the Paid Acquisition Lead is testing, and get it made quickly.
• Write complete briefs, including the concept, hook variations, moodboard, scene-by-scene script and call to action, so that an editor or creator can shoot without asking a single question.
• Take proven messaging and make it go viral organically on TikTok, Reels and Shorts.
• Turn each hit into a repeatable format, including formats the app’s own users can run themselves.
• Recruit, direct and manage UGC creators, content creators and editors. Negotiate rates and usage rights, and cut those who do not perform.
• Read creative analytics such as hook rate, hold rate and installs by creative, and decide what to change next.
• Ship three to five variants a week, accepting that most will miss, and measure organic success in installs, not views.

Experience Required

• You have made things go viral at real scale for a consumer app or brand, and you personally owned the outcome. A portfolio of work that ran, with the numbers behind it, is essential.
• Your hits came from entertainment. You made people care about something they were not already searching for, and you did not ride existing demand, a famous subject or the promise of making money.
• Creative strategy, organic social or UGC experience, in-house at a consumer product or embedded in a growth team. Ideally you were there during a period of rapid growth.
• You have created named formats that were repeated. One-off campaigns are not enough.
• Platform native: you think in vertical video and treat the first three seconds as the whole job.
• Comfortable with lo-fi, phone-shot work that converts, and with repeating a winner.
• Fluent enough in paid social to work in a tight loop with the acquisition lead and the media buyer.
• A gaming or youth-skewing consumer product in your background is a plus, as is having grown a social account of your own.
• The right to work in the UK, and the ability to be in a central London office five days a week.

This role is unlikely to suit candidates whose portfolio is big-brand awareness work judged on reach rather than installs.

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