Content Strategist

HSAD USA is seeking a Director, Creative Strategy to lead strategic thinking and creative development across LG Electronics and its portfolio of products, experiences, and communications.

This role sits at the intersection of strategy, creativity, culture, and commerce
, translating business and consumer challenges into compelling creative platforms, campaigns, content strategies, and customer experiences. The Director will work closely with Creative, UX/UI, Content, Account, Media, and Commerce teams to ensure ideas are strategically grounded, creatively distinctive, and connected across the customer journey.

The ideal candidate is a strategic thinker with strong creative instincts—someone who can identify the opportunity, develop the strategic foundation, and help turn that thinking into ideas that move people and the business.

Experience with
home appliances, consumer electronics, home accessories, furniture, décor, or related lifestyle categories is preferred
, particularly an understanding of how consumers discover, research, compare, and purchase considered products.

• Lead strategic development for integrated campaigns, brand platforms, content ecosystems, customer experiences, and new business opportunities.
• Translate business objectives, consumer insights, cultural trends, and market dynamics into clear strategic opportunities and creative briefs.
• Develop compelling creative strategies, campaign territories, positioning, messaging frameworks, and content strategies.
• Partner with Creative Directors, Copywriters, Art Directors, UX/UI Designers, and Content teams to develop ideas from strategy through execution.
• Connect brand strategy with the realities of digital, social, retail, e-commerce, performance marketing, and emerging platforms.
• Help create connected customer experiences across the full journey—from discovery and consideration through purchase, ownership, and advocacy.
• Bring a strong understanding of consumer behavior to products that often require research, comparison, and consideration before purchase.
• Translate complex technologies, product features, and functional benefits into simple, relevant, and emotionally engaging consumer propositions.
• Develop strategic frameworks that allow creative ideas to scale consistently across channels, audiences, and touchpoints.
• Partner with Media, Commerce, Analytics, and Performance teams to incorporate data, insights, and results into strategic development.
• Identify emerging opportunities in AI, technology, culture, and consumer behavior that can create new possibilities for LG.
• Help establish new ways of working that make strategy more connected, agile, and actionable across the organization.
• Lead strategic presentations and clearly articulate the thinking behind creative work to senior internal stakeholders and clients.
• Mentor and develop strategists and help strengthen HSAD’s overall strategic capability.

• 8+ years of experience in creative strategy, brand strategy, advertising, integrated marketing, or a related discipline.
• Proven experience developing strategy for integrated campaigns and multi-channel brand experiences.
• Strong understanding of consumer behavior, culture, digital platforms, and the evolving customer journey.
• Demonstrated ability to turn complex business challenges into clear strategic opportunities and compelling creative direction.
• Strong conceptual thinking with the ability to collaborate closely with creative teams and influence the quality of the work.
• Experience working across brand, digital, social, retail, e-commerce, content, and/or performance marketing.
• Ability to understand and communicate complex products, technologies, and benefits in simple, compelling ways.
• Strong presentation, storytelling, and communication skills, with comfort presenting to senior clients and leadership.
• Experience working in a multidisciplinary agency or marketing environment.
• Experience with AI, emerging technology, or AI-enabled creative and strategic tools is a plus.

The Director, Creative Strategy will help HSAD turn business challenges into bigger opportunities, insights into stronger ideas, and strategy into connected experiences
—strengthening LG’s ability to engage consumers and drive growth across the customer journey.