Director, Creators & Community

Strategy & Vision

Define and own Hasbro’s creator marketing strategy across the full funnel — from cultural awareness and brand storytelling through to performance, commerce, and conversion — across the entire brand portfolio.

Platform and format strategy. Maintain a sharp, forward-looking point of view on where creator culture is heading — TikTok, YouTube, Instagram, Shorts, Twitch, emerging platforms — and translate that into actionable programming recommendations before the market catches up.

Investment stewardship. Own the creator marketing budget — prioritizing spend across talent tiers (mega, macro, mid-tier, micro, nano, community), campaigns, tools, and agencies — with a rigorous eye on ROI and a mandate to scale what’s working.

Creator economy innovation. Lead Hasbro’s exploration of emerging creator economy models, including social commerce (TikTok Shop, WhatNot, Pulse), ambassador programs, affiliate frameworks, and LLM optimization — turning experimentation into scalable programs.

Partnership Management

Partnership architecture. Design partnership models that go beyond one-off campaigns — developing always-on ambassador programs, creator advisory frameworks, and co-development opportunities that deepen creator investment in Hasbro IP.

Agency & vendor management. Lead the evaluation, selection, and management of influencer agencies, talent management firms, creator platforms, and tool vendors — ensuring Hasbro has best-in-class partners and infrastructure to support rapid scale.

Talent approach & mix. Set the philosophy and criteria for creator selection across tiers, categories, and markets — ensuring Hasbro’s creator roster reflects cultural breadth, community authenticity, and brand alignment.

Campaign Development

Always-on creator programming. Develop and oversee always-on creator programs that sustain brand relevance and fan engagement between major moments — including product seeding, UGC amplification, creator-led storytelling, and community-driven content.

Creative excellence. Raise the bar on creator brief quality, content authenticity, and campaign storytelling — ensuring that Hasbro’s creator partnerships feel native to creator culture, not like branded interruptions.

Team Leadership

Develop talent and ways of working. Build the processes, playbooks, SOPs, and tools that allow the team to scale responsibly — from creator vetting and contracting through to campaign execution, reporting, and iteration.

Model the standard. Serve as the highest-bar creative and strategic voice on the creator team — demonstrating what excellent briefing, deep creator knowledge, and smart cultural instincts look like in practice.