Sr. Creative Director, Brand Experience, Toys & Games

 

THE GLOBAL CREATIVE TEAM

In a world where every interaction matters, we craft brand experiences that resonate across audiences and channels, fueling a lifetime of play. We turn every touchpoint, physical or digital, into a chance to spark wonder, build desire and drive business outcomes for our portfolio of iconic brands.

We operate as one global creative team, united by a shared vision, diverse perspectives and a belief that the best ideas can’t be confined by org charts or geographic borders. Our multi-disciplinary creative teams are driven by unbridled curiosity, bravery and an innate drive to FITFO.

About the role:

We are seeking a Sr. Creative Director, Brand Experience to lead the creative vision, development and stewardship of Hasbro’s iconic portfolio of toy and game brands across Action, Fashion, Preschool, Nerf, Play-Doh and Board Games. This leader will shape how our brands show up in the world; building distinctive creative platforms and identities that connect with consumers, stand out in culture and drive commercial impact.

Leading our front-end Brand Experience organization, you will set the creative vision for the portfolio and build the teams, standards and tools needed to bring that vision to life globally. You’ll partner closely with Brand Marketing, Product Design & Development, Commercial, Licensing and our Global Creative Studio to connect brand strategy to execution across every consumer touchpoint. The mandate is simple: build brands that cut through the noise and move with culture.

A day in the life:

• Set the creative vision for our toys and board games portfolio. Translating business, brand and commercial strategies into distinctive creative platforms that can scale globally.
• Own brand creative strategy across Action, Fashion, Preschool, Nerf, Play-Doh and Board Games, ensuring each brand has a differentiated and culturally relevant expression.
• Lead the front-end of brand development, including brand creative strategy, creative direction, visual and verbal identity, brand guidelines and creative toolkits.
• Build brands, not just campaigns. Establish enduring creative systems that strengthen brand equity while creating the flexibility to stay relevant across audiences and channels.
• Champion consumer and cultural insight as a creative catalyst. Ensure our creative work starts with a deep understanding of the audiences we serve.
• Partner with cross-functional partners to ensure brand vision translates with excellence across packaging, retail, digital, social, licensing and entertainment.
• Raise the creative bar. Establish clear standards for creative excellence and continually challenge our teams and partners to push beyond category conventions and the expected.
• Lead, inspire and develop a high-performing brand creative team with a culture of ambition, curiosity, collaboration and accountability.
• Influence at the highest levels of the organization, advocating for creative vision with senior leaders and bringing stakeholders along through clear, persuasive storytelling.
• Shape the future of creative at Hasbro, embracing emerging technology, AI and new modes of storytelling to evolve how we build brands and connect with consumers.

What you'll bring:

• 15+ years of progressive creative leadership experience within world-class consumer brands, creative agencies or similarly complex brand environments.
• Experience leading multi-brand portfolios and building distinctive brands that live across both commerce and culture.
• A body of work that demonstrates strategic thinking and measurable brand impact, not just great execution.
• Deep expertise in brand building, creative strategy, creative direction, visual and verbal identity and integrated brand systems.
• Fluency across channels, with a strong understanding of how brand ideas translate across physical, digital, social, retail, experiential and emerging consumer experiences.
• Proven experience building, leading and developing senior creative talent and multidisciplinary teams.
• Exceptional ability to influence senior executives and cross-functional partners while protecting the integrity and ambition of the creative vision.
• The ability to balance big creative ambition with commercial reality, knowing where to push, where to simplify and how to turn strategy into action.
• A strong point of view on culture, consumers, technology and the changing creative landscape, including the opportunities presented by AI and new forms of creative expression.
• Experience in toys, games, entertainment, CPG or brands that live at the intersection of retail, fandom and culture is a major plus.
• A positive, low-ego leadership style with a bias toward action and a genuine desire to make both the work and the people around you better.