Creative Strategist, Wattpad
Performance Marketing, Independent Contractor
More information about location
Platform for sharing original writing
Open for applications
Platform for sharing original writing
1001+ employees
Open for applications
More information about location
1001+ employees
Company mission
Wattpad's mission is to create a world where everyone's story can be heard, and anyone can belong.
Role
Who you are
- A highly engaged Wattpadder! Passion for the platform, Wattpad stories, and their creators is a must
- In-depth understanding of how to create the best content and ads for Instagram, Facebook, YouTube, X, and TikTok
- Educational or working experience in marketing, design, advertising, or communications
- Strong organizational or project management skills
- You can demonstrate an understanding of paid media channels and have a point of view on which brands are doing amazing work in marketing/advertising
- You are comfortable with and excited by data, and can glean learnings and insights from numbers to make data-driven decisions
- Ability to recognize successful concepts and devise a strategy to systematically experiment with variations of them
- Strong visual storytelling skills and proficiency with copywriting optimized for ads
- Ability to clearly articulate creative concepts through written, verbal and visual communication
- Understanding of research methods and tools that can be used for knowing our potential and existing users and generating ad concepts
- Ability to work well with cross-functional Creative and Growth teams that contain both left and right brain thinkers
What the job involves
- As our new Creative Strategist, you will contribute to the performance marketing practice at Wattpad by designing advertising concepts and campaigns, including managing creative development operations, building up our knowledge base of effective creative approaches through testing & experimentation, and supporting the development of systems and processes that will allow the marketing team to thrive
- You will have the opportunity to derive insights from Wattpad’s existing base of monthly visitors and industry best practices and trends to help inform our current and future ad creative strategy for existing and new channels
- Conducting research to stay up to date with advertising trends, techniques and best practices, while identifying opportunities for our campaigns
- Generating unique and effective advertising concepts for Wattpad including project managing creative and copy direction, briefing, consolidating feedback, and timely delivery across all formats (static, video, carousel, stories, etc.)
- Storyboarding ad concepts shortlisted from your idea backlog and presenting them to the team during creative kickoff
- Extracting ideas from other team members to build concepts that can work for ad campaigns while supporting broader marketing and business goals
- Ensuring ad briefs and creatives meet Brand Guidelines and the standards of what makes a high-performing ad set for our business
- Using performance metrics from the advertising platforms alongside input from the Performance Marketing Manager to understand what concepts are working and what we should test next, presenting insights with the broader team at a regular cadence
- Leveraging performance insights to consistently optimize our ad creative strategy and apply winning strategies to upcoming campaigns with flexibility
Application process
- Wattpad is conducting all interviews in a distributed manner using applicable third party software where needed and using visual interface tools such as Google Meet and Zoom
Our take
Content is king and Wattpad has managed to create a platform that aggregates the most loved original writing content in the world, turning the traditional publishing industry on its head.
Where authors used to submit drafts to dozens of publishing houses in the hope of getting some eyeballs on their work, Wattpad opened up the process to millions of young authors by letting them easily submit their work, and fostering a community around their software that offers feedback and help.
The e-reading platform is now looking to double down on its strategy of taking its user-generated fiction and turning it into successful intellectual property upon which original series and movies can be based. However a significant challenge for Wattpad is in producing original, marketable content from its platform given the popularity of fanfiction, stories which are based on existing intellectual property.
Another challenge for Wattpad is the current economic conditions which have affected much of the tech sector and are not sparing digital publishing. Having shelved bold plans for the future it also laid off 15% of its workforce in March 2023. Having realigned for its current business needs however, it is now well placed to weather the current market downturn.
Freddie
Company Specialist at Welcome to the Jungle
Insights
3% employee growth in 12 months
Company
Funding (last 2 of 4 rounds)
Jan 2018
$51m
LATE VC
Apr 2014
$46m
SERIES C
Total funding: $117.8m
Company benefits
- Full health benefits
- Career development & Mentorship opportunities
- RRSP matching
- Generous parental Leave top-up
- Flexible hours
- Regular hackathons
- Healthy snacks & drinks
- Your choice of hardware
- Monthly work-from-home allowance
- Beautiful offices in Toronto and Halifax
- Easy access to transit
Company HQ
St. Lawrence, Toronto, ON
Leadership
Allen lau
(CEO)Lau attended University of Toronto where he earned his bachelor's degree in electrical engineering followed by a master's in the same subject. Thereafter he briefly worked as a software engineer for Brightspark before founding his first notable company, Tira Wireless, a mobile development startup. He is also the co-founder of Two Small Fish Ventures, a fund that invests in Toronto and Waterloo-based early-stage internet companies with strong network effects.
Ivan Yuen
(CSO)Prior to Wattpad, Ivan co-founded FeedM8 and served as the company’s CTO. Before that he was one of the first employees of Tira Wireless, where he helped grow the technical team and developed new and emerging wireless technologies. Ivan graduated from the University of Waterloo with a degree in Computer Engineering and also earned an MBA from the Rotman School of Management.
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