Creative Strategist (Consumer Psychology & Storytelling)

Creative Strategist (Consumer Psychology & Storytelling)

Modern Hippi

Remote (Philippines)

Full Time

This is NOT a copywriting role.

This is NOT a graphic design role.

This is NOT a social media manager role.

Before applying:

If your first instinct is to talk about fonts, colours, aesthetics, and design trends, this role is probably not for you.

If your first instinct is to talk about click-through rates, CPMs, and ad metrics, this role is probably not for you.

If you're fascinated by why people buy, how stories shape perception, how brands influence behaviour, and how great advertising changes minds, keep reading.

About Modern Hippi

Modern Hippi is a Singapore-based coffee company building a new category between traditional instant coffee and specialty café coffee.

Our challenge isn't making great coffee.

Our challenge is helping people understand why it matters.

Most consumers see our product and immediately classify it as "instant coffee."

The moment they do that, they begin comparing us against products that were never designed to deliver the same experience.

Our job is to change that perception.

People don't buy products.

They buy identities.

They buy beliefs.

They buy aspirations.

They buy stories.

We're looking for someone who understands this deeply and can translate those insights into campaigns that drive growth.

The Role

As Creative Strategist (Consumer Psychology & Storytelling), your job is to uncover the stories that make people care.

You will work at the intersection of consumer psychology, creative strategy, advertising, content, and brand building.

You will take customer insights, product truths, market opportunities, and behavioural patterns and transform them into compelling narratives, campaigns, ads, landing pages, creative briefs, and content strategies.

You will help shape how the world understands Modern Hippi.

Key Responsibilities

Consumer Research & Insight Development

Study customer reviews, comments, objections, behaviours, and purchasing decisions.

Identify recurring themes, emotional triggers, hidden motivations, and unmet needs.

Develop deep customer understanding that informs creative strategy.

Translate research into actionable marketing insights.

Creative Strategy

Develop advertising angles, campaign concepts, messaging frameworks, and storytelling systems.

Turn product features into compelling customer stories.

Identify opportunities to reposition products, challenge assumptions, and influence perception.

Create strategic messaging that differentiates Modern Hippi from competitors.

Campaign Development

Develop concepts for:

• Meta ads
• TikTok ads
• UGC campaigns
• Landing pages
• Product launches
• Email campaigns
• Brand campaigns
• Educational content
• Livestream narratives

Create hooks, headlines, scripts, offers, storyboards, and creative briefs.

Cross-Functional Collaboration

Work closely with founders, designers, content creators, video editors, media buyers, livestream hosts, and external agencies.

Ensure all creative assets communicate a clear and consistent story.

Provide creative direction while maintaining strategic alignment.

Skills & Experience

Strong understanding of consumer psychology and buying behaviour.

Exceptional storytelling ability.

Strong copywriting and communication skills.

Ability to simplify complex ideas into compelling messages.

Experience developing advertising concepts and marketing campaigns.

Ability to think strategically while executing practically.

Strong curiosity and research capabilities.

Commercial awareness and business acumen.

Ability to identify emotional drivers behind consumer decisions.

Ability to connect customer insights with creative execution.

Experience working with DTC brands, ecommerce businesses, consumer products, or advertising campaigns is highly desirable.

What Success Looks Like

You can answer questions such as:

Why should someone care?

Why should they stop scrolling?

Why should they believe us?

Why should they buy now?

And then translate those answers into campaigns that generate measurable business outcomes.

What Will NOT Work Here

Creating content without understanding the customer.

Creating ads because competitors are doing it.

Focusing on features while ignoring psychology.

Producing beautiful creative with no strategic foundation.

Relying entirely on trends instead of insight.

Waiting for instructions rather than exploring opportunities.

A Note on AI

We have no issue with applicants using tools such as ChatGPT, Claude, Gemini, or other AI assistants during the application process.

In fact, we believe great marketers and strategists should know how to leverage modern tools effectively.

However, this role is fundamentally about insight, judgement, taste, creativity, and original thinking.

Generic answers are usually easy to spot.

We're not looking for perfectly polished responses.

We're looking for how you think.

The strongest applications typically contain:

• Original observations
• Clear reasoning
• Personal experiences
• Contrarian thinking
• Genuine curiosity

Feel free to use AI as a tool.

Just don't outsource your thinking to it.

We are far more interested in your perspective than in a perfectly written answer.

APPLICATION PROCESS

Applications that do not complete the following steps will not be reviewed.

Send your application to:

hip•••••••••@modernhippi.co

Subject Line: Modern Hippi – Story First

PRE-SCREENING QUESTIONS

Question 1 – Understanding Human Behaviour

Choose any product, brand, service, or community that you admire.

In 500 words or less:

Explain why people buy it.

Do not describe the product.

Do not describe the features.

Describe the identity, emotions, beliefs, aspirations, or status people are actually buying.

Question 2 – The Modern Hippi Challenge

Imagine you discover Hippi Coffee for the first time.

Within 10 seconds, many consumers will reject the product.

Why?

List the top 5 reasons a customer would immediately dismiss Hippi Coffee.

Then explain how you would overcome each objection using storytelling, content, education, or advertising.

Question 3 – Advertising Strategy

Create three completely different advertising angles for:

"Premium coffee. No machine. No compromise."

For each angle explain:

• Target customer
• Core insight
• Emotional trigger
• Hook
• Story

We are not evaluating creativity alone.

We are evaluating how you think.

Question 4 – The Market Entry Test

Imagine Modern Hippi is launching into a completely new market with a budget of USD 10,000.

What would you do during the first 90 days?

Your answer should include:

• What you would test
• What stories you would tell
• What assumptions you would validate
• What success metrics you would monitor
• How you would know whether the market is responding

There is no perfect answer.

We want to understand your thinking process.

Question 5 – Show Us Your Best Work

Show us a piece of marketing, advertising, content, branding, or creative work that you are most proud of.

This can be:

• An ad
• A campaign
• A landing page
• A content series
• A brand project
• A business you built

Explain:

• The objective
• Your role
• The insight
• The outcome
• What you learned

Question 6 – The 30-Second Test

You have 30 seconds to stop someone scrolling and convince them that Hippi Coffee is not just another instant coffee.

Create the ad.

You may submit:

• Written script
• Storyboard
• Static ad concept
• Video

Maximum length: 30 seconds.

We are not looking for someone who can make content.

We are looking for someone who can discover the story that makes the content work.

If that excites you, we'd love to hear from you.