Director, Creators & Community

Benefits

Additional Information

We take play seriously. We're looking for curious adventurers ready to find their party, fueled by imagination and drive to build what's never been built before. At Hasbro and Wizards of the Coast, you'll collaborate with passionate teams to reimagine our iconic brands and create experiences that spark joy, connection, and community through the magic of play. This is your chance to shape legendary play that lasts a lifetime. At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We're looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come. Hasbro is seeking a commercially driven Director, Creators & Community to build and lead our creator marketing function at a pivotal moment of transformation for Hasbro's most iconic brands - think the kind of names that live on store shelves, in living rooms, and deep in pop culture. You will architect the strategy, the team, the partnerships, and the infrastructure to make Hasbro one of the most creator-forward companies in entertainment. The Director, Creators & Community reports directly to the Senior Director of Social & Creators. You will own the full creator marketing ecosystem across Hasbro's portfolio - spanning Toys, Games, Licensing & Entertainment (TGL&E). This role requires blending big-picture strategic thinking with hands-on craft, activating significant investment in real-time while planning ways to leapfrog. This is a role for someone who knows how to scale without losing quality or authenticity and has deep roots in the creator economy. Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday - Thursday at Hasbro's new HQ location in Boston, MA. A day in the life as a Director, Creators & Community: Strategy & Vision Creator economy leadership. 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. Cross-Functional Collaboration Global collaboration and scale. Partner with regional teams to understand regional needs and ensure system is scalable or localization is designed. Cross-functional partnership. Serve as the portfolio lead and connector across brand, marketing, licensing, entertainment, creative, and analytics teams - building the internal credibility and relationships needed to embed creator thinking into upstream planning. Retail & social commerce. Collaborate with product, merchandising, and digital marketing teams to integrate creator content with social commerce activations (TikTok Shop, Instagram Shopping) and performance marketing objectives. Legal & compli

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