Regional Creative Producer

Location: Riyadh, KSADepartment: CreativeReports To: Head of Publishing

CreativeRiyadh, KSAFull-timeEnglish Required

The Mission

Less than 1% of global gaming content is made in Arabic. That gap is not a limitation — it is our competitive moat.

We are looking for a Regional Creative Producer who thinks in concepts, writes in dialects, and measures success in installs. Your job is to make ads that feel like they were made by a Saudi, for a Saudi — and do the same for Kuwait, the UAE, Egypt, and the Levant.

You sit at the intersection of cultural instinct and performance data. You dream up the idea, write the script, brief the production team, and then sit with the UA manager to find out why it won or lost. Your creatives are the first thing a player sees. Make them impossible to scroll past.

Key Responsibilities

1. Creative Concept Development(40%)

Idea Origination: Own the concept stage end-to-end. For every brief, develop multiple distinct creative angles — not variations of one idea, but genuinely different approaches (emotional, comedic, aspirational, competitive) — and make the case for each with a clear What / How / Why.
Competitive Creative Intelligence: Run weekly audits of what top-grossing games in MENA are running across TikTok, Meta, YouTube, and Snapchat. Identify which angles are saturated and which are wide open. Know our competitors' champion creatives better than they do.
Sub-Culture Targeting: Define what a Kuwaiti campaign looks like versus a Saudi one versus an Egyptian one. Develop distinct creative personas for each target market — their humor register, their platform behavior, their motivations for downloading and spending — and let those personas drive concept direction.
Cultural Calendar Planning: Build proactive creative slates timed to peak engagement windows: Ramadan, Eid Al-Fitr, Eid Al-Adha, Saudi National Day, Kuwait National Day. These windows have outsized player engagement and deserve concepts designed for them, not repurposed global assets.

2. Scripting, Storyboarding & Production Briefing(35%)

Script Writing: Write video ad scripts in Arabic — at the dialect level required by the target market. A Gulf Arabic script for a Saudi audience sounds different from an Egyptian Arabic script for Cairo. Specify tone, pacing, slang, voiceover direction, and any cultural nuance the production team needs to execute correctly.
Hook Engineering: The first 3–4 seconds determine whether a player stops scrolling. Define the hook for every creative: what happens on screen, what is said, and why a person in that specific market will not be able to look away. Test multiple hooks per concept.
Production Brief Writing: Translate every approved concept into a production-ready brief: storyboard frames or visual references, script, voiceover notes, music direction, platform specs (9:16 for TikTok and Reels, 16:9 for YouTube), and a cultural QA checklist for the team before delivery.
Vendor & Talent Coordination: Brief and manage external production studios, freelance video directors, motion designers, and Arabic voice actors. Own the brief-to-delivery workflow through check-ins, feedback rounds, and final sign-off. Deliver assets that are platform-compliant and culturally approved before they reach the UA team.

3. Performance Analysis & Creative Iteration(25%)

Data-Driven Retrospectives: Work weekly with the UA manager to review live creative performance. Translate CTR, IPM, thumbstop rate, and CVR data into cultural hypotheses: was it the dialect choice? The hook format? The character archetype? Build the next concept iteration based on what the data is actually telling you.
Champion Refresh Cadence: Monitor creative fatigue proactively. Champion creatives typically peak at 6–10 weeks. Before performance drops, have refreshed variants in production. You are always three weeks ahead of the creative cycle, not reacting to it.
GCAM & Platform Compliance: Ensure all creatives pass Saudi GCAM guidelines and platform ad policies (Meta, TikTok, Google UAC, Snap) before production begins — not after. Build a compliance checklist into every brief so the production team never delivers an asset that cannot go live.

The Ideal Candidate

Arabic Native: Native or near-native Arabic speaker fluent in at least two dialect regions (Gulf and Egyptian preferred). You write scripts in dialect, not MSA with a dialect coat of paint.
Creative Track Record: 3–5 years producing video ad creatives, branded content, or social content — ideally for a mobile gaming publisher, UA-focused agency, or gaming marketing studio. A portfolio of produced scripts and concepts carries more weight than credentials.
Performance Marketing Literacy: You know what IPM, CTR, and thumbstop rate mean, and you have sat in a room where those numbers changed the creative direction. You do not need to run the media buy, but you need to understand why it matters.
MENA Pop Culture Fluency: You know which Saudi influencers are rising right now. You know what the meme meta looks like on Kuwaiti Twitter this week. You know which shows dominated last Ramadan's viewership. This is not a research task for you — it is background knowledge.
Brief-Writing Precision: Your briefs are specific, visual, and executable. A production team can pick up your brief and deliver the right output without a follow-up call. Vague concepts die in production; you know how to make ideas tangible.
Gamer Perspective: You understand the psychology of a competitive grinder in Jeddah and a whale in Kuwait. You know the difference between PUBG Mobile culture and Genshin Impact fandoms in the region. You do not need to be a pro, but you need to think like a player.

Key Deliverables

Weekly Creative Slate: A minimum of 4–6 new concept documents per week, each with a hook, script outline, sub-market targeting rationale, dialect specification, and visual reference direction.
Production-Ready Briefs: Full briefs for every approved concept: storyboard references, complete Arabic script with dialect notes, voiceover direction, music tone, platform cut specs, and a cultural QA checklist.
Cultural Calendar Creative Plan: Quarterly creative roadmap aligned to the Arabic cultural calendar — Ramadan, Eid, National Days — with concepts scoped and in pre-production at least 6 weeks before each window opens.
Monthly Creative Intelligence Report: A structured review of what ran, what won, what failed, and why — including competitive creative audit, performance analysis, and the strategic direction for the next cycle.

KPIs

IPM (Installs Per Mille): The primary benchmark: localized creatives are expected to outperform generic global assets by a meaningful margin. We set the target per title.
Thumbstop Rate: Percentage of viewers who watch past the first 3 seconds. Measures whether your hook concept actually stops the scroll in the target market.
Concept Win Rate: Percentage of newly tested concepts that beat the current champion creative. A measure of ideation quality, not just output volume.
Brief-to-Live Cycle Time: Time from an approved concept brief to a live ad. Shorter cycles mean faster learning. We target under 10 business days for standard video formats.