Growth Creative Director at Crypto.com – Hong Kong Special Administrative Region

Own the endtoend creative strategy for growth and performance campaigns, for Crypto.com, OG.com and AI.com, defining creative territories, narratives, and testing roadmaps across the full funnel (awareness, consideration, conversion, and retention).

Develop a deep understanding of the product, customer journeys, and brand positioning, and translate this into tailored creative approaches for each funnel stage and audience segment.

Translate business and marketing objectives into clear creative briefs and directions for Art Directors, copywriters, designers, and external partners, ensuring all work ladders up to growth KPIs.

Partner closely with performance marketing, growth, content strategist, and analytics teams to interpret data, identify insights, and continuously refine creative concepts, formats, and messaging based on results.

Build and oversee a structured creative experimentation framework (A/B and multivariate testing) to validate hypotheses on formats, offers, and visual approaches across channels.

Drive improvements in ideation, versioning, production speed, and personalised content at scale by utilising AI and automation tools - such as Claude, Cursor, and Gemini for automation, and Weavy and Higgsfield for creative generation. This must be executed while rigorously upholding a strong, distinctive brand voice and visual identity.

Lead team with using Ai

Direct the development of channelspecific creative (Meta, TikTok, YouTube, display, CRM, landing pages, etc.), ensuring bestpractice use of each platform’s formats and content types.

Champion and evolve the inhouse design system, ensuring coherence across assets while enabling modularity and rapid testing for performance creatives.

Provide clear creative direction and feedback to Art Directors, copywriters, designers, and motion specialists, raising the bar for craft, storytelling, and performance thinking.

Lead and facilitate brainstorms and concept sprints that generate breakthrough ideas, ensuring a balance of big brand platforms and highly testable performance concepts.

Maintain close alignment with brand, product, and marketing stakeholders so that growth creatives reinforce broader brand positioning while hitting acquisition and revenue goals.

Foster a culture of learning, experimentation, and knowledgesharing, codifying best practices and building playbooks for highperforming creatives.

Add another point to strengthen the importance of leading and maintaining team culture, which is the core spirit of my team. Add it to responsibilities and requirements

Here’s an updated version with culture leadership emphasized in both sections.

8–10+ years of experience in creative roles within digital/creative agencies and/or highgrowth inhouse teams, including significant time in performanceoriented environments.

Proven track record of leading creative that drives measurable growth (e.g., improvements in CTR, CVR, CPA, ROAS, or retention) across social and digital channels.

Strong understanding of performance marketing principles, experimentation methodologies, and key growth metrics; comfortable making creative decisions informed by data.

Demonstrated experience using AI tools (e.g., generative image/video, copy, workflows) to optimize creative workflows and produce channelspecific variations at scale.

Exceptional leadership, communication, and stakeholdermanagement skills, with experience managing and mentoring multidisciplinary creative teams.

Demonstrated ability to build and sustain a healthy, inclusive, and highperforming team culture, fostering open feedback, continuous learning, and shared ownership of results.

Deep knowledge of social and digital platforms, their ad formats, and creative best practices, especially for directresponse and lowerfunnel campaigns.

Strong portfolio showcasing fullfunnel campaign thinking, performancedriven creative, and high craft across static, video, and motion formats.

High determination to build firstclass creative materials that meet both brand and performance standards.

Knowledge of crypto and financial products is preferable and will be an advantage when crafting relevant, highimpact creatives for our audiences.

A super fast learner with a strong “get things done” attitude, comfortable operating in a fastpaced, experimentdriven environment.

Excellent command of spoken and written English, with the ability to articulate creative rationale clearly to both creative and noncreative stakeholders.

Humble and collaborative mindset: embraces better ideas from others, is eager to improve work, and remains open to challenges and new possibilities.

Proficiency in Adobe Creative Suite, Figma, and generative AI tools, with a strong interest in exploring new technologies to enhance creative workflows.