Funko
Director, Paid Creative Strategy
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Director of Paid Creative Strategy (Direct-to-Consumer)
Location: London, Hammersmith Working Pattern: Mon–Fri (37.5 hours), eligible for virtual / flexible working Reports to: Senior Vice President, Global DTC
About the Role
The Director of Paid Creative Strategy (DTC) acts as the creative strategy overseer for paid media execution. This role defines the creative vision, owns channel-level brief development, and establishes a data-driven testing framework to strengthen and refine paid campaigns. The incumbent will collaborate with the Performance Content Producer, Director of Acquisition, and media partners to ensure cohesive alignment between creative strategy and spend execution.
This is a strategic leadership position for someone with an understanding of how high-performing paid media is crafted, tested, and scaled—translating insights into a repeatable, AI-backed capability for Funko’s DTC operations.
Key Responsibilities
Creative Strategy & Channel Direction
- Drive paid creative strategy across all DTC channels: Meta, TikTok, Google/PMax, programmatic, and affiliates.
- Set platform-specific creative direction based on audience stage, algorithm dynamics, and spend efficiency.
- Translate business objectives/trading priorities into channel-specific creative briefs, defining:
- Hook type
- Format choice (talent vs. product approach)
- Messaging hierarchy
- Maintain an in-depth knowledge of:
- Platform creative best practices
- Creative fatigue cycles
- Format innovation trends
- Act as the authority on creative decision-making, ensuring alignment with both commercial data and brand integrity.
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Testing Framework & Performance
- Design and own a structured testing framework, including:
- A hypothesis bank aligned to audience segments and funnel stage
- Variable test matrices
- Statistically robust confidence thresholds for scaling winners
- Set creative testing roadmaps and priorities, clearly briefing the Performance Content Producer.
- Conduct regular performance reviews with Acquisition and media partners, translating metrics (CTR, CVR, ROAS, fatigue rates) into actionable production briefs.
- Ensure insights compound across campaigns, building a living knowledge base of winning approaches based on channel/audience/product category.
Agency & Stakeholder Management
- Own the creative briefing & feedback loop for all external creative/agency partners, ensuring budget-aligned execution.
- Align creative strategy with media investment decisions via close collaboration with the Director of Acquisition.
- Work with Retention + Content to ensure paid campaigns complement owned-channel strategies.
- Partner with Integrated Marketing to unify paid creative with broader narrative campaigns.
- Communicate strategic clarity to senior stakeholders, including the SVP of Global DTC.
Team & Capability Building
- Lead the Performance Creative pillar, providing guidance to the Performance Content Producer.
- Develop processes, tools, and workflows that transform the creative function into a competitive edge for Funko DTC.
- Stay ahead of:
- Paid creative trends
- AI-powered production tools
- Platform innovations
- Integrate insights into the team’s approach.
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Requirements
- Extensive experience in paid media creative strategy, performance creative, or creative direction, ideally from a:
- High-volume DTC brand, or
- Performance marketing agency
- Proven measurable impact in building or leading a paid creative testing function, improving ROAS, CAC, or CVR.
- Deep expertise in Meta, TikTok, and Google/PMax, including:
- Algorithm dynamics
- Creative fatigue management
- Spend efficiency thresholds
- Experience managing creative agency relationships and translating business goals into tailored creative briefs.
- Strong analytical mindset: able to interpret performance data to generate hypotheses and measure creative outcomes.
- Balanced ability to operate at both strategic and execution levels:
- Set direction clearly
- Guide producers to deliver aligned results
- Excellent stakeholder management with fluent communication across:
- Commercial teams (e.g., Acquisition)
- Creative partners
- Familiarity with AI-driven creative tools and emerging production tech.
- (Bonus:) Passion for pop culture, collectibles, or fandom-driven brands.
About Funko
Diversity and inclusion are at our core. Funko is an equal-opportunity employer. We celebrate unique backgrounds and recognize that they enrich creativity. All applicants are considered without regard for race, colour, religion, gender identity, sexual orientation, national origin, or disability status.
Note: This outline is not exhaustive; additional responsibilities may be assigned as required.
Job Code: [Redacted]
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