Director, Creators & Community

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 & compliance. Partner with legal, PR, and compliance stakeholders to ensure all creator programs meet FTC guidelines, brand safety standards, and contractual requirements — developing scalable governance frameworks as the program grows.

• Mentorship. Partner with and provide guidance to Creator team — sharing expertise, elevating their work, and modeling excellent creative and strategic judgment.

Measurement & Optimization 

• Creator performance framework. Define and own Hasbro’s creator measurement approach — establishing KPIs across the full funnel (reach, engagement, brand lift, sentiment, consideration, and conversion) and building reporting cadences that give leadership clear line of sight into creator ROI.

• Test, learn, and scale. Build a culture of structured experimentation on the creator team — running tests on formats, talent tiers, platform approaches, and content types, and rapidly scaling what the data supports.

• Tooling & infrastructure. Own the creator marketing tech stack — including influencer discovery, campaign management, and analytics platforms — ensuring the team has the tools to move fast and measure rigorously.

• Compliance and SOP. Stay informed on industry trends, FTC guidelines, and platform changes to ensure best-in-class practices. Collaborate with cross-functional teams to evolve and launch updated standard operating procedures for use across the team.

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.

What you’ll bring: 

• 10+ years of experience in creator marketing, influencer strategy, talent partnerships, or social media — with at least 3 years in a senior leadership role managing significant budgets and team to support, with a leadership style that combines high standards with genuine investment in the growth of the people around you

• Demonstrated track record of building and scaling creator programs at a major consumer brand, entertainment company, or agency with meaningful, measurable outcomes

• Deep fluency in the creator economy — you know the platforms, the talent landscape, the agencies, the tools, and the emerging models well enough to have strong opinions about all of them

• Established relationships in the creator, talent, and agency ecosystem across entertainment, gaming, toys, lifestyle, or adjacent categories

• Experience managing multi-million dollar creator and influencer budgets with rigor and accountability. Strong commercial instincts — you understand how creator programs connect to business outcomes and can make the case for investment with data and storytelling

• Comfortable operating in ambiguity and building structure where none exists — this role requires equal parts vision and operational discipline

• Genuine passion for Hasbro’s world — you grew up playing with our brands or you’ve spent your career serving audiences who did