Digital Creative Strategist

SkillOnNet is seeking a Digital Creative Strategist to shape the development of digital creative at a pivotal point in the company's growth. This role sits at the intersection of paid media, commercial performance, and creative production, focusing on building an ambitious, insight-led, and platform-native approach to online creative across brand, performance, and retention channels.

As a senior, hands-on professional, the successful candidate will use data, audience insights, and a deep understanding of digital platforms to define the creative testing and messaging roadmap. The role involves working directly with channel leads, brand teams, and in-house creative staff to turn performance insights into stronger concepts, sharper briefs, and more effective creative across multiple international markets.

• 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 audience 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.
• 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.
• Partner directly with 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.
• 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.

• Established experience in creative strategy, performance creative, paid social, digital marketing, or a related discipline (required).
• Proven track record of making creative more digital-first and commercially effective within an established or traditional creative environment (required).
• Experience working across multiple international markets and adapting creative strategy to local audiences, cultural nuance, and market requirements (required).
• Strong grounding in cross-channel digital performance, particularly Paid Social across Meta, TikTok, and Snapchat, Online Video/YouTube, Display, and Paid Search (required).
• Deep understanding of platform-native creative, including vertical formats, strong opening hooks, sound-on storytelling, UGC, and creator-led content (required).
• Experience building and running structured creative-testing frameworks, using data to turn results into clear creative decisions and profitable scale (required).
• Strong analytical ability, with confidence interpreting performance data beyond headline metrics and translating it into compelling creative briefs (required).
• Excellent briefing and facilitation skills, with the ability to lead productive brainstorms and turn ideas into high-quality creative output (required).
• Experience influencing Creative, Brand, and Production teams through insight, evidence, and strong relationships (required).
• A strong commercial mindset, with the ability to balance brand relevance, creative quality, and measurable performance (required).
• Experience working within a highly regulated industry, or a proven ability to create effective work within regulatory and platform-policy constraints (required).
• Confident presenting creative strategy and performance insights to senior stakeholders across Creative, Brand, and Performance teams (required).
• A proactive, collaborative, and hands-on approach, with the confidence to work independently and bring different specialist teams together (required).

• 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.

SkillOnNet is a leading online casino software and platform provider, offering customisable casino platforms with an extensive range of games. With significant industry experience, it delivers quality and technical expertise to operators looking to launch and run online casinos. Its customisable packages are designed for stability, scalability and fast deployment to meet varying operator needs. SkillOnNet is headquartered in Sliema, Malta, and also operates its own portfolio of casino brands.

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