Creative Strategist (New Product, 0→1 @ Headway)

Headway Inc is a global tech company revolutionizing lifelong learning, with digital products used by over 170 million people worldwide. Our mission is simple: help people grow. We're ranked 4th among the World's Top EdTech Companies by TIME magazine, and our flagship, Headway, is the world's most downloaded book summary app, featured as App of the Day in over 30 countries.

But this role isn't about the flagship.

Headway today helps millions grow in one specific way. But the mission – help people grow – is bigger than any single use case, and there are audiences and pains we can serve under the same brand that the flagship experience isn't built for. So we're doing what founders do: starting something new, inside Headway.

The bet: a separate team, a new web app, a specific audience, and a specific pain we're going after. We're running it like a startup. Prove the model, and it graduates into its own standalone app.

The difference from an actual startup: you're not doing this on some no-name. You have Headway behind you – its audience, its data, its brand – and the full backing of Headway Inc, a team that's already scaled products to 170M+ people. Startup energy, ecosystem safety net.

We're looking for the Creative Strategist for this direction – the person who builds the creative engine from zero and grows it many times over. Together with Dmytro Borzenko, Head of Creative Strategy at Headway, you'll define how this new product reaches its audience and influences where it goes next. This is a lead-track role: you start by building the direction hands-on and grow into leading it, with a path toward broader creative leadership over time.

The product & the team

This is day one. You'll sit inside our Creative Marketing Team, launching a brand-new direction within creative strategy.

There's no playbook for this product yet – you'll write it. The creative strategy, the testing process, the way ideas turn into results: yours to build, not inherit. Collaboration is one of our core values, so you won't do it alone – you'll have a circle of people to rely on, shared insights, book clubs, and challenges. If you've ever wanted to be early, this is as early as it gets.

What you'll actually do

• Build the creative strategy for the new direction from zero – from researching the topic to a working creative pipeline.

• Work hand in hand with UA and design to turn creative into a shared, fast-moving process – and get a feel for how funnels and acquisition work.

• Dig into the market: find the real pains and motivations of the audience, watch competitors, and spot the angles worth testing before anyone else does.

• Turn that into video-first hypotheses – so every creative tests a specific idea, not a hunch.

• Write briefs for designers and requests for the influencer team that are sharp enough to get great work back.

• Read the results by the metrics that matter and feed those insights into bolder next ideas.

Who you are

We care less about exact years and more about what you've actually built.

• Several years in creative strategy for DTC / subscription apps.

• The ability to assemble a working creative strategy fast, from whatever's available, without a long ramp-up.

• Creative thinking: you generate non-obvious ideas and put them to the test.

• Structured and analytical – you draw real conclusions from large volumes of data.

• A deep feel for video: formats, hooks, and building stories that grab.

• You understand how Meta has shifted between 2024 and 2026, and what that means for creative.

• You're fluent with generative AI tools and quick to pick up new ones.

• English level B2 or higher.

• Alignment with the values of our team (SELECT).

A perfect match would also bring a track record of launching a creative strategy from scratch – taking a direction from zero spend to meaningful scale. Haven't done exactly that yet? If you're confident you can, make your case.

What to know going in

We'd rather be honest up front. This is build-from-zero work, so expect ambiguity early while the team comes together. We move on speed and volume – dozens of ideas and briefs a week – and we have intense periods (our Q5) where presence and pace matter. The first chapter is about making the direction work, not gold-plating it. If it sounds like the fun part, read on.

What we offer

• Work within an ambitious team on a socially impactful education product.

• An office with a reliable shelter, generators, satellite internet, and other amenities.

• Access to our corporate knowledge base and professional communities.

• Personal development plan.

• Compensation for English language learning, external training, and courses.

• Medical insurance and full sick leave compensation.

• Sports activities: running, yoga, boxing, and more.

• Corporate holidays: we go on a week-paid holiday to rest and recharge twice a year.

• Supporting initiatives that help Ukraine. Find out more about our projects here.

Working schedule

This is a full-time position with a hybrid remote option. You decide for yourself: work from the office, remotely, or combine these options.

Are you interested? Send your CV!

We've created a Talent Guide to help you navigate our hiring process with clarity and confidence – and get the most out of each stage.