Funko
Director, Paid Creative Strategy (INTERNAL ONLY)
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Director of Paid Creative Strategy (DTC) – London, Hammersmith
Location: London, Hammersmith Working Pattern: Mon–Fri (37.5 hours) Flexible/remote working eligible
Reports to: Senior Vice President, Global DTC
Role Purpose
The Director of Paid Creative Strategy (DTC) is the creative strategy leader above paid media execution. This role defines the creative vision for paid media, owns channel-level brief architecture, and builds a disciplined testing framework that compounds lessons across all campaigns.
This is a strategic leadership position that aligns creative direction with media spend, driving scalable, data-driven results for Funko DTC. Collaboration is key with:
- Performance Content Producer
- Director of Acquisition
- Media buying partners
What You’ll Do
Creative Strategy & Channel Direction
- Own cross-channel creative strategy for paid media, including:
- Meta
- TikTok
- Google/PMax
- Programmatic
- Affiliates
- Set a clear platform-specific creative direction based on:
- Audience stage
- Algorithm dynamics
- Spend efficiency
- Translate business objectives into channel-level creative briefs, defining:
- Hook strategies
- Message hierarchy
- Talent vs. product approaches
- Offer framing
- Maintain deep expertise in:
- Platform best practices
- Creative fatigue patterns
- Innovative format testing
- Act as the creative authority to ensure alignment between:
- Commercial performance data
- Brand integrity
Testing Framework & Performance
- Design a structured testing framework, including:
- A hypothesis bank tied to audience segments & funnel stage
- Variable testing matrix
- Statistical confidence thresholds before scaling creative winners
- Set testing roadmaps, briefing the Performance Content Producer on priorities
- Lead regular creative performance reviews, translating metrics such as:
- CTR (Click-Through Rate)
- CVR (Conversion Rate)
- ROAS (Return on Ad Spend)
- Creative fatigue rates
- Build and maintain a compounding knowledge base of what works, optimising across:
- Channels
- Audience segments
- Product categories
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Agency & Stakeholder Management
- Own the creative briefing to external agencies and media partners
- Partner with:
- Director of Acquisition to align:
- Creative strategy with media investment
- Channel budget allocation
- Retention + Content team to ensure consistency with owned channels
- Integrated Marketing to sync paid creative with:
- Campaign narratives
- Product campaigns
- Director of Acquisition to align:
- Clearly communicate strategy to senior stakeholders, including SVP of DTC
Team & Capability Building
- Serve as the strategic lead for the Performance Creative function, guiding:
- Performance Content Producer
- Production AND creative processes
- Develop processes, tools, and ways of working that create long-term competitive advantage
- Stay ahead of trends: AI-powered creative tools, platform innovations, and emerging technologies
What You’ll Bring
- Deep experience in:
- Paid media creative strategy
- Performance creative
- Creative direction (ideally from high-volume DTC brands or performance agencies)
- Proven track record of:
- Building/leading a paid creative testing function
- Measurable impact on:
- ROAS (Return on Ad Spend)
- CAC (Customer Acquisition Cost)
- CVR (Conversion Rate)
- Expertise across paid platforms:
- Meta
- TikTok
- Google/PMax
- Deep knowledge of:
- Algorithm mechanics
- Creative fatigue cycles
- Spend efficiency thresholds
- Experience managing external creative agencies and translating business goals into effective briefs
- Strong analytical skills to:
- Generate data-driven creative hypotheses
- Measure outcomes from testing frameworks
- Ability to operate at both strategic AND executional levels
- Exceptional stakeholder management and communication skills, bridging:
- Commercial teams
- Creative counterparts
- Familiarity with:
- AI-driven creative tools
- Emerging production technologies
- Plus: Experience with or passion for pop culture, collectibles, or fandom-driven brands is strongly preferred
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Why Funko?
Funko values diversity and inclusion, recognizing that every origin story enhances the collective capability of the team. We’re an equal-opportunity employer and consider all applicants without regard to race, colour, religion, gender, gender identity, sexual orientation, national origin, or disability status.
The above outlines the core expectations and responsibilities, but roles may evolve to accommodate evolving business needs. Flexibility and adaptability are key to performance.
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