This role sits at the intersection of strategy and creativity, developing bold marketing concepts that differentiate the brand, engage audiences, and support business growth. The Creative Strategist transforms business objectives, products, audiences, and market opportunities into compelling, integrated marketing campaigns.
Responsibilities
Translate business objectives, mortgage products, market opportunities, recruiting initiatives, and strategic priorities into compelling creative campaign concepts
Own the development of campaign strategy from initial brief through creative execution
Identify the target audience, key consumer or business insight, campaign positioning, primary message, creative angle, and overall campaign concept
Develop original concepts for advertising campaigns, commercials, social content, digital advertising, email campaigns, landing pages, print materials, direct mail, recruiting campaigns, sales initiatives, and other external-facing marketing
Look beyond individual marketing assets to develop larger ideas that can be expressed consistently across multiple channels and formats
Present multiple creative approaches when appropriate and articulate the strategic rationale behind each concept
Identify opportunities to make traditionally complex mortgage products and concepts approachable, relevant, memorable, and differentiated
Develop comprehensive creative briefs that clearly communicate campaign objectives, audience, positioning, messaging, concept, required deliverables, and creative direction
Lead creative initiatives from concept through execution, working collaboratively with designers, video resources, social media, digital marketing, vendors, agencies, and other production partners
Provide creative direction to cross-functional team members without necessarily having direct managerial responsibility for those individuals
Ensure the original campaign idea and strategic intent remain consistent throughout the production process
Review creative executions and provide clear, constructive direction to strengthen the work and maintain alignment with the campaign concept
Determine the mix of creative assets needed to successfully bring a campaign to market
Help develop concepts for commercials and video content, including the central idea, storyline, audience, tone, key message, and desired consumer response, while partnering with appropriate team members for scripting and production
Work collaboratively rather than replacing specialized creative disciplines, leveraging the expertise of designers, writers, videographers, digital marketers, and other team members to execute the vision
Develop campaign ideas that can extend across paid social, organic social, digital advertising, video, commercials, email, web and landing pages, print, direct mail, sales materials, and other consumer-facing channels
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Create integrated approaches for consumer mortgage products, loan officer marketing, recruiting, builder and joint venture initiatives, corporate campaigns, and other strategic marketing priorities
Partner with digital marketing and channel owners to understand where and how creative will be deployed
Ensure campaigns feel connected across channels rather than functioning as a collection of independent assets
Identify opportunities to repurpose and extend successful creative concepts into additional formats, audiences, or channels
Partner with digital marketing and other stakeholders to understand how campaign creative is performing
Take ownership of the creative response to performance
Proactively identify creative that should be refreshed, replaced, expanded, or tested based on campaign results and audience response
Develop new concepts, variations, hooks, formats, and approaches for ongoing creative testing
Avoid allowing campaigns to become static; continually look for opportunities to improve the creative based on what the market is responding to
Use learnings from previous campaigns to improve future creative strategies and concepts
Develop a strong understanding of Acrisure Mortgage's consumer audiences, loan officers, recruits, builder partners, joint venture partners, and other key audiences
Stay aware of consumer behavior, advertising trends, cultural trends, competitor activity, and emerging creative formats
Translate market and audience insights into creative opportunities rather than simply following industry conventions
Look for unexpected or differentiated ways to communicate mortgage products and financial concepts
Bring outside inspiration and creative thinking into the organization while ensuring ideas remain appropriate for the mortgage industry
Ensure campaign concepts and creative executions remain consistent with Acrisure Mortgage brand standards and overall brand positioning
Partner with the Brand Manager and other appropriate stakeholders to maintain brand consistency while developing fresh creative approaches
Understand established brand guidelines without being responsible for the day-to-day ownership or administration of those standards
Work closely with Compliance and other stakeholders to ensure marketing concepts and executions meet applicable mortgage advertising and regulatory requirements
Develop creative solutions within regulatory and brand constraints rather than allowing those constraints to limit creative thinking
Serve as a creative thought partner to the Chief Strategy and Marketing Officer and other business leaders
Collaborate with marketing, sales, recruiting, technology, joint ventures, builder teams, operations, and other departments to understand business needs and translate them into campaigns
Facilitate campaign kickoffs, creative reviews, brainstorming sessions, and concept presentations
Clearly communicate creative ideas to both creative and non-creative stakeholders
Build consensus around creative direction while maintaining a strong point of view and willingness to advocate for compelling ideas
Help create a collaborative environment where specialists can contribute their expertise to a shared campaign vision
Requirements
3+ years of experience in creative strategy, advertising, integrated marketing, campaign development, agency strategy, or a related field
Demonstrated ability to take a product, audience, or business objective and develop an original campaign concept around it
Strong portfolio or body of work demonstrating campaign thinking, advertising concepts, creative strategy, or integrated marketing initiatives
Ability to think conceptually while also understanding what is required to turn an idea into executable marketing assets
Strong understanding of digital advertising, social media, video, email, web, and traditional marketing channels
Ability to develop and communicate clear creative briefs
Strong presentation and communication skills with the ability to explain the reasoning behind creative decisions
Comfortable providing creative direction to designers, writers, video teams, agencies, vendors, and other specialists
Ability to balance multiple campaigns and initiatives in a fast-paced environment
Strong understanding of brand consistency and the ability to work within established brand guidelines
Comfortable receiving campaign-performance feedback and adapting creative approaches accordingly
Curious, inventive, collaborative, and willing to challenge conventional approaches
Nice to have:
Mortgage, financial services, real estate, or another regulated-industry experience strongly preferred
Application Process
Complete all interviews without the use of AI or automated tools
Career Growth
This position is designed to provide meaningful growth for an individual who demonstrates strong creative judgment, leadership, and campaign development capabilities
As the role evolves, the Creative Strategist may take on responsibility for increasingly complex campaigns, broader creative initiatives, mentorship of other team members, and greater leadership across the creative function, with potential advancement into senior creative strategy or creative leadership roles
About the Company
Acrisure Mortgage is a leading national mortgage lender.
