Director, Creators & Community

About the Role

Hasbro is seeking a commercially minded leader to establish and scale its creator marketing capability at a moment of major change across some of the company’s most recognized brands. In this position, you will design the strategy, team structure, partnerships, and operating framework that help position Hasbro as a standout creator-first company in entertainment.

This role sits within Hasbro’s broader mission of connecting generations through storytelling and play. You’ll be working with energetic, imaginative teams that are focused on building new ideas, strengthening fan communities, and reimagining iconic brands across Toys, Games, Licensing, and Entertainment.

The Director, Creators & Community reports to the Senior Director of Social & Creators. Once Hasbro’s new Boston location opens, the role will be onsite Tuesday through Thursday at the company’s new headquarters in Boston, MA.

Strategy and Vision

• Set and own the creator marketing strategy across the full funnel, from awareness and storytelling to commerce and conversion, for the complete brand portfolio.
• Stay ahead of shifts in creator culture across platforms such as TikTok, YouTube, Instagram, Shorts, Twitch, and newer channels, and turn those insights into practical programming choices.
• Direct budget allocation across creator tiers, campaign investments, tools, and agencies with a strong focus on return on investment and scalable impact.
• Explore and shape new creator economy models, including social commerce, ambassador programs, affiliate structures, and optimization for large language model discovery.

Partnerships and Ecosystem Management

• Create partnership models that extend beyond single campaigns, including ongoing ambassador programs, creator advisory structures, and collaborative opportunities that deepen creator ties to Hasbro intellectual property.
• Oversee the selection and management of influencer agencies, talent firms, creator platforms, and technology vendors to ensure strong support for rapid growth.
• Define the standards for choosing creators across tiers, categories, and geographies so the roster reflects authenticity, cultural reach, and brand fit.

Campaign Development

• Build always-on creator programs that keep brands relevant between major launches through product seeding, user-generated content amplification, creator-led storytelling, and community-driven content.
• Raise the quality of creator briefs, campaign narratives, and content execution so partnerships feel natural to creator communities rather than intrusive advertising.

Cross-Functional Collaboration

• Work with regional teams to adapt programs for local needs and ensure systems can scale across markets.
• Act as the main connector across brand, marketing, licensing, entertainment, creative, and analytics teams to embed creator thinking early in planning.
• Partner with product, merchandising, and digital marketing teams to connect creator content with social commerce efforts such as TikTok Shop and Instagram Shopping, as well as performance marketing goals.
• Collaborate with legal, public relations, and compliance partners to keep programs aligned with FTC rules, brand safety standards, and contract requirements, while helping establish scalable governance.
• Guide and mentor the creator team by sharing expertise, strengthening judgment, and helping elevate the overall quality of work.

Measurement, Optimization, and Infrastructure

• Define Hasbro’s creator measurement framework, including KPIs for reach, engagement, brand lift, sentiment, consideration, and conversion, along with clear reporting rhythms for leadership.
• Build a structured experimentation culture by testing formats, talent tiers, platforms, and content styles, then scaling what the data supports.
• Own the creator marketing technology stack, including tools for discovery, campaign management, and analytics, so the team can move quickly and measure effectively.
• Keep current on platform updates, industry shifts, and FTC expectations, and partner across teams to update standard operating procedures as needed.

Team Leadership

• Create the playbooks, processes, SOPs, and tools needed to scale the team responsibly from creator vetting and contracting through execution, reporting, and iteration.
• Serve as the highest standard for creative and strategic thinking within the team, demonstrating strong briefing, deep creator knowledge, and sharp cultural instincts.

Experience and Qualifications

• More than 10 years of experience in creator marketing, influencer strategy, talent partnerships, or social media, including at least 3 years in a senior leadership role managing significant budgets and teams.
• Proven success building and scaling creator programs at a major consumer brand, entertainment company, or agency, with measurable business results.
• Strong understanding of the creator economy, including platforms, talent landscapes, agencies, tools, and emerging models.
• Established relationships across creator, talent, and agency networks in entertainment, gaming, toys, lifestyle, or similar categories.
• Experience managing multi-million-dollar creator and influencer budgets with accountability and rigor.
• Commercially savvy, with the ability to connect creator initiatives to business outcomes and make the case for investment using both data and storytelling.
• Comfort working in ambiguity and building structure where processes do not yet exist.
• Genuine enthusiasm for Hasbro’s brands and the audiences they serve.

Compensation and Benefits

The posted pay range for this role is USD 143,900 to USD 215,900 per year. The final hiring range may differ depending on experience, skills, location, and market conditions. Employees may also be eligible for annual and long-term incentives as part of the total compensation package.

Benefits and programs may include health and wellness support, time off to recharge, financial well-being resources, life and family support, volunteer and community initiatives, learning and development, and exclusive perks.

Additional Information

Please review the Applicant Privacy Notice for details on how personal information is collected, used, and protected during the application process.