Digital Creative Strategist

Company Description

We are SkillOnNet, leading the iGaming entertainment space by providing our customers with the most entertaining and trustworthy iGaming experience possible, while also reinventing the gambling industry. We are home to more than 30 well-known brands, including PlayOJO, DruckGluck, BacanaPlay, Genting, and many more. We are dedicated to long-term development and sustainability, and we are committed to revolutionising our industry for the benefit of players, our brands, and the entertainment world as a whole.

This role is with PlayOJO, SkillOnNet’s flagship brand. Launched in 2017, PlayOJO is an award-winning online casino and bingo brand known for its innovative, player-first approach, with a growing presence across key global markets.

As part of SkillOnNet, you’ll join a fast-paced, collaborative team focused on innovation, exceptional gaming experiences and shaping the future of iGaming.

Job Description

This is an opportunity to shape how digital creative is developed at a pivotal point in our growth. With significant investment across ATL and digital channels, we are looking to build a more ambitious, insight-led and platform-native approach to online creative across Brand, Performance and Retention.

As Digital Creative Strategist, you will sit at the intersection of paid media, commercial performance and creative production. You will use data, audience insight and a deep understanding of digital platforms to shape the creative testing and messaging roadmap across paid digital channels—ensuring the work we make builds brand relevance while driving measurable commercial impact.

This is a senior, hands-on role for someone who thinks like a performance marketer and briefs like a creative strategist. You will work directly with Channel Leads, Brand and the in-house Creative team to turn performance insight into stronger concepts, sharper briefs and more effective creative across multiple international markets.

Responsibilities include:

Performance-led creative strategy

• Own the creative testing and messaging roadmap across paid digital Brand, Acquisition and Retention channels, spanning up to 13 international markets.

• Turn cross-channel performance data (across brand/acquisition and retention campaigns and working in-conjunction with channel managers/creative team) into clear creative direction, defining the audiences angles, hooks, formats and messaging to test each cycle across paid social, online video, paid search and display (mobile and desktop).

• Understand how creative acts as an important delivery and audience-discovery signal on platforms such as Meta and TikTok, and how format, hook and pacing can directly influence commercial performance.

• Develop structured test plans with clear hypotheses, success measures and learning agendas, ensuring creative decisions are led by evidence rather than opinion.

• Build and evolve creative-performance reporting, analysing results by format, hook, audience, message and platform to establish clear priorities for future production.

• Prioritise creative production based on commercial opportunity, ensuring the highest-impact concepts are developed first.

Creative development

• Lead brainstorms that create genuinely new creative territory, rather than variations of existing work.

• Translate the insights and ideas into clear, actionable briefs, setting out the audience, angle, format, hook, CTA, and strategic rationale.

• Apply current platform best practice across Meta, TikTok, Snapchat, YouTube, Display and Paid Search, including vertical video, sound-on creative, creator-led content, UGC and platform-native storytelling.

• Ensure creative is adapted appropriately for mobile and desktop environments, platform behaviours and local market needs.

• Use AI tools where appropriate to accelerate ideation, research, briefing and production workflows, while maintaining high creative standards

Working with Creative, Brand & Channel Teams

• Partner directly with our designers, editors and producers to open up space for platform native content, understanding why a traditional creative process defaults to familiar, safer output

• Build trusted, constructive relationships across Creative, Brand and Performance teams—challenging familiar approaches where needed and using evidence to build alignment.

• Coach and upskill colleagues through regular sharing of platform developments, creative best practice, testing results and market trends.

• Work closely with Channel Leads and the Digital Marketing Director to ensure testing is executed accurately, on time and translated into future media and creative decisions.

• Partner with Brand and Marcomms teams to ensure messaging is relevant and consistent across the customer lifecycle, digital activity and ATL campaigns.

• Lead regular creative review sessions, ensuring platform updates and performance learnings result in clear actions and improved creative output.

Brand and commercial context

• Use digital creative to build genuine relevance, trust and preference for the brand in a highly competitive market rather than chasing short term performance metrics alone

• Bring a clear point of view on how the brand can differentiate in a crowded and highly competitive market.

• Develop creative that works within regulatory requirements and platform advertising policies, while remaining distinctive, effective and appropriate for each market.

What we are looking for:

• Established experience in creative strategy, performance creative, paid social, digital marketing or a related discipline, with a track record of delivering commercially effective digital creative.

• A proven track record of making creative more digital-first and commercially effective within an established or traditional creative environment.

• Experience working across multiple international markets and adapting creative strategy to local audiences, cultural nuance and market requirements.

• Strong grounding in cross-channel digital performance, particularly Paid Social across Meta, TikTok and Snapchat, Online Video/YouTube, Display and Paid Search.

• Deep understanding of platform-native creative, including vertical formats, strong opening hooks, sound-on storytelling, UGC and creator-led content.

• Experience building and running structured creative-testing frameworks, using data to turn results into clear creative decisions and profitable scale.

• Strong analytical ability, with confidence interpreting performance data beyond headline metrics and translating it into compelling creative briefs.

• Excellent briefing and facilitation skills, with the ability to lead productive brainstorms and turn ideas into high-quality creative output.

• Experience influencing Creative, Brand and Production teams through insight, evidence and strong relationships.

• A strong commercial mindset, with the ability to balance brand relevance, creative quality and measurable performance.

• Experience working within a highly regulated industry, or a proven ability to create effective work within regulatory and platform-policy constraints.

• Confident presenting creative strategy and performance insights to senior stakeholders across Creative, Brand and Performance teams.

• A proactive, collaborative and hands-on approach, with the confidence to work independently and bring different specialist teams together.

What's in it for YOU?

• 24 days of annual leave, with additional days awarded after 3 years of service.

• Hybrid work model – 3 days in the office, 2 days working from home.

• Competitive salary plus an annual bonus (eligible after completing probation).

• Private healthcare and life insurance provided upon successful completion of probation.

• Participation in the company pension scheme.

• Exciting company activities including monthly lunches, corporate gatherings and many other activities

• Casual Dress Code

• A chance to advance professionally inside one of the world's largest iGaming organisations

What it's like to work at SkillOnNet!

SkillOnNet is a firm believer in putting people first and our “family oriented” multinational culture is what drives us. We care and focus on our staff and ensure that you are provided with the most relevant and valuable tools, privileges and amenities.