Creative Strategy Lead

About the role

AppsFlyer is seeking a Creative Strategy Lead to bridge the gap between data-driven research and high-impact brand execution. You will transform market intelligence and customer insights into clear creative direction, guiding internal teams to produce effective, cohesive campaigns. In this role, you will own the end-to-end creative strategy process from research synthesis to concept validation, ensuring that every initiative is grounded in audience truth and business objectives. You will act as the strategic voice of the brand, challenging assumptions and elevating the quality of creative output across all touchpoints. You will be responsible for building a shared language between data, strategy, and design teams to remove ambiguity from the creative process. You will leverage emerging technologies to streamline workflows and uncover novel creative opportunities that traditional methods might miss. You will establish a repeatable framework for turning abstract market signals into concrete creative hypotheses. You will ensure that the brand narrative remains consistent, differentiated, and compelling in a crowded marketplace.

Key facts

What you'll do

• Conduct ongoing research into industry trends, competitor positioning, and target audience behavior to identify white space and strategic opportunities.
• Synthesize complex data points from multiple sources into actionable insights that inform the creative direction of campaigns.
• Build and maintain a central repository of market intelligence, customer stories, and competitive benchmarks to serve as a single source of truth.
• Coach cross-functional stakeholders in Marketing, Product Marketing, Growth, Content, CS, and Sales on how to write high-quality creative briefs that drive alignment.
• Partner with the Creative and Comms teams to ensure consistent messaging, tone, and positioning across all channels and customer journeys.
• Integrate AI tools such as ChatGPT, Perplexity, and Claude into the strategy workflow to accelerate research, ideation, and concept development.
• Generate visual references using AI tools to clarify creative direction early in the process and reduce iteration cycles.
• Lead collaborative workshops to challenge assumptions, refine problem statements, and align stakeholders on the core creative hypothesis.
• Define the narrative arc for product launches and campaigns by connecting data insights to human-centered storytelling.
• Establish evaluation criteria for creative concepts based on strategic objectives and market responsiveness.
• Translate abstract business goals into clear creative directives that guide designers, copywriters, and content producers.
• Monitor the competitive landscape continuously and update strategic frameworks to reflect new threats and opportunities.
• Act as the primary strategist for brand initiatives, ensuring that every project has a documented rationale and expected outcome.
• Foster a culture of curiosity and evidence-based decision-making within the Brand Team and broader marketing organization.

Requirements

• 6+ years of experience in creative strategy, brand strategy, or strategic planning within a B2B tech or SaaS environment.
• Proven ability to translate research into successful creative briefs and campaigns that move business metrics.
• Strong capacity to synthesize multiple data sources into a single, coherent narrative that guides action.
• Experience collaborating directly with creative teams to ensure strategic intent is realized in execution.
• Excellent communication and facilitation skills, including the ability to run workshops and challenge assumptions constructively.
• Hands-on experience with AI tools for research and ideation, such as ChatGPT, Perplexity, and Claude, and a track record of applying them effectively.
• Ability to adapt quickly to new AI technologies and apply them with strategic intent to improve workflow outcomes.
• Demonstrated skill in managing cross-functional stakeholders and aligning diverse teams around a common creative vision.
• Strong written and verbal communication skills, with the ability to present complex ideas clearly and persuasively to senior leadership.
• Comfortable working in a fast-paced environment where priorities shift and ambiguity is common.
• A builder's mindset, with a focus on delivering tangible outputs that accelerate creative decision-making.
• Willingness to deepen expertise in emerging technologies that impact how brands connect with audiences.
• Commitment to maintaining the highest standards of strategic rigor and creative quality in all deliverables.

Nice to have

• Familiarity with design thinking and creative process frameworks such as Double Diamond or Jobs to be Done.
• Previous experience working in a global B2B brand environment where consistency across markets is critical.
• Exposure to growth marketing experiments and how creative strategy supports scalable acquisition channels.
• Basic understanding of brand architecture and how to build systems that scale without diluting identity.
• Experience facilitating strategic sessions with distributed teams using digital collaboration tools.

Practical notes

• This is a full-time position based in our Herzliya office.
• Work hours are aligned with core business operations and require attendance during standard business hours.
• Travel may be required for team meetings, industry events, or client visits as determined by business needs.
• Candidates must be eligible to work in Israel without sponsorship for this role.
• The position is subject to internal hiring processes and timelines as defined by company policy.
• Relocation support is not available for this role.
• Successful candidates will be required to complete any onboarding procedures mandated by HR.
• This role reports to the Brand Team leadership and works closely with global marketing leadership.
• The job description is subject to change based on evolving business priorities and market conditions.