Our mission’s simple: create great games that players will love. There’s no secret formula, no corporate buzzwords, no candles or chanting. Just the imagination and hard work of a bunch of extremely talented people. So if you want a career at Coatsink, get in touch.

Coatsink

Free to Play Creative Director (UK based candidates only)

A Free to Play Creative Director at Coatsink maintains the vision and quality of an ongoing Free to Play title, focusing on optimizing live events, features, and monetization for mobile to drive player engagement and revenue. This role involves close collaboration with internal and external stakeholders, acting as the project vision holder, and building trust with clients through data-driven reasoning and clear decision-making. The director will also guide and mentor junior design team members.

<h1 class="text-3xl md:text-4xl font-extrabold mt-6 mb-4 text-gray-900 tracking-tight">Free to Play Creative Director (UK based candidates only)</h1><p class="my-4 text-gray-700 leading-relaxed"><strong>Please note: This role is open to UK based candidates only.</strong></p><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Role Overview</h2><p class="my-4 text-gray-700 leading-relaxed">A Free to Play Creative Director at Coatsink is responsible for maintaining the vision and quality of our ongoing Free to Play title. You’ll ensure that the game’s content is focused around optimizing (for mobile) live events, features, and monetization strategies to drive player engagement, time spent and revenue growth.</p><p class="my-4 text-gray-700 leading-relaxed">You will work closely with internal and external stakeholders, analysts, UX designers, producers and developers to keep everyone in sync and running efficiently. Most importantly, you will be project vision holder and responsible for selling that vision to our client, using your extensive knowledge and experience on Free to Play gameplay and features to give them confidence in the game’s vision. You must be able to build trust through genuine communication and understanding, while also demonstrating the authority to make and push clear, firm decisions when needed.</p><p class="my-4 text-gray-700 leading-relaxed">As a new specialism here at Coatsink, we are also looking for someone who can instil confidence in us, using data driven reasoning and a friendly and calm attitude to guide the development team, coach and mentor more junior and/or less experienced members of the design team.</p><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Responsibilities & Tasks</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Design and playtest new systems and provide feedback on usability, fun, and balance</li><li class="leading-relaxed">Write and maintain clear documentation tailored to the target user (Code, Design, the Client, etc)</li><li class="leading-relaxed">Iterate on features based on team input, KPIs, and client feedback</li><li class="leading-relaxed">Coordinate FTUE updates with new content or systems so that onboarding stays relevant as the game evolves</li><li class="leading-relaxed">Plan, design, and schedule live ops events, offers, and seasonal content</li><li class="leading-relaxed">Define and communicate the long-term vision of the game’s systems and overall progression</li><li class="leading-relaxed">Ensure new features align with the core pillars and long-term strategy of the project</li><li class="leading-relaxed">Conduct competitive analysis to keep the game relevant in the market.</li><li class="leading-relaxed">Pitch new features or system improvements that support retention, monetization, and player satisfaction</li><li class="leading-relaxed">Act as the “keeper of the vision” for gameplay and meta systems, ensuring consistency across updates</li><li class="leading-relaxed">Work with Clients to ensure Client vision for the game is compatible with the teams vision</li><li class="leading-relaxed">Work with producers to prioritize the roadmap effectively</li><li class="leading-relaxed">Undertake any other reasonable assigned duty, that is line with postholders skills, knowledge and ability</li><li class="leading-relaxed">Manage the backlog of features and improvements, and work with key stakeholders to prioritise them</li><li class="leading-relaxed">Co-ordinate the UX design for several screens of the mobile app, brief external teams on expectations and functionality</li><li class="leading-relaxed">Maintain good knowledge of existing successful mobile games, and regularly conduct competitor analysis</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Person Specification</h2><h3 class="text-xl md:text-2xl font-bold mt-8 mb-3 text-gray-800">Qualifications</h3><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Relevant university degree or a strong up to date project portfolio (Preferred but not required)</li><li class="leading-relaxed">May have additional postgraduate, management or continuing professional development</li></ul><h3 class="text-xl md:text-2xl font-bold mt-8 mb-3 text-gray-800">Experience</h3><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">5+ years of experience in a Senior design-focused position on a LiveOps project/s for a F2P mobile game</li><li class="leading-relaxed">Extensive experience in a client facing role, being comfortable selling ideas, pushing the vision and instilling confidence is paramount to this role</li><li class="leading-relaxed">Strong understanding of F2P economy design, monetization strategies, and player retention mechanics</li><li class="leading-relaxed">Experience designing and managing LiveOps events, promotions, and engagement loops</li><li class="leading-relaxed">Proficiency in analysing KPIs, interpreting data, and iterating on designs based on performance</li><li class="leading-relaxed">Familiarity with A/B testing, segmentation, and CRM tools to optimize engagement strategies</li><li class="leading-relaxed">Strong collaboration and communication skills to work effectively in a cross-functional team</li><li class="leading-relaxed">Creative problem solver with a player-first mindset and a deep understanding of game design principles</li><li class="leading-relaxed">Experience using Atlassian software (Jira, Confluence etc) is ideal but not essential</li><li class="leading-relaxed">Experience leading a multi-disciplined team on a released title and supporting and coaching less experienced team members</li><li class="leading-relaxed">Significant experience working within a variety of project management methodologies, such as SCRUM</li><li class="leading-relaxed">Experience of developing for mobile, significant experience is essential!</li></ul><h3 class="text-xl md:text-2xl font-bold mt-8 mb-3 text-gray-800">Skills</h3><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Efficient in design solutions, taking into account scope and proposing simple solutions to turn around improvements as soon as possible</li><li class="leading-relaxed">Competent art / graphic design skills to help elevate design documentation and get ideas across</li><li class="leading-relaxed">The ability to lead, impart information, encourage and support junior or less experienced members of the team is vital</li><li class="leading-relaxed">Deep understanding of free to play genre and mobile game design</li><li class="leading-relaxed">Thorough understanding of how to target specific audiences</li><li class="leading-relaxed">Highly developed communication skills</li><li class="leading-relaxed">Competent IT skills</li></ul><h3 class="text-xl md:text-2xl font-bold mt-8 mb-3 text-gray-800">Aptitude</h3><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Highly skilled at adapting quickly to changes and new problems in a calm manner is absolutely essential</li><li class="leading-relaxed">Able to take ownership over decisions and work closely with data analysts to back up these decisions to the client and other key stakeholders</li><li class="leading-relaxed">Highly proficient and effective at working in both small and large teams</li><li class="leading-relaxed">Highly adept at taking and seeking out constructive criticism and using it to improve designs and workflows</li><li class="leading-relaxed">Self-motivated, confident in your own expertise and able to work with independence</li><li class="leading-relaxed">Proactive in your approach to daily workload, actively looking for problems to solve</li><li class="leading-relaxed">Comfortable and confident working very closely with clients and external design teams</li><li class="leading-relaxed">Strong passion for playing video games across a wide variety of genres and advanced analysis of what makes them good/bad</li><li class="leading-relaxed">Willing to embrace, promote and live the Coatsink values</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Contribute to Coatsink</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">A passion and enthusiasm for Coatsink games.</li><li class="leading-relaxed">A straightforward and open approach to the team and leadership.</li><li class="leading-relaxed">A focus on quality.</li><li class="leading-relaxed">An openness to others’ ideas and challenges around quality issues.</li><li class="leading-relaxed">An eye to the wellbeing of project team members.</li><li class="leading-relaxed">A mindful approach to diversity issues and opportunities to widen the scope of diversity within games.</li><li class="leading-relaxed">Resilience to learn from mistakes and encounter new tasks and responsibilities.</li><li class="leading-relaxed">A willingness to maintain continuous professional development.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">What we can provide</h2><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Competitive salary</li><li class="leading-relaxed">Freedom to choose where you work in the UK</li><li class="leading-relaxed">Flexible working hours</li><li class="leading-relaxed">Twenty days holiday as standard + an additional day off for your birthday + up to five extra holidays for duration of service</li><li class="leading-relaxed">Option to "buy" unlimited additional holidays</li><li class="leading-relaxed">One "volunteering day" a year</li><li class="leading-relaxed">Enrolment in the company pension scheme</li><li class="leading-relaxed">Enhanced and generous maternity and paternity package</li><li class="leading-relaxed">Two days dependents leave per year to deal with emergencies</li><li class="leading-relaxed">Access to our life insurance policy and WeCare healthcare app</li><li class="leading-relaxed">Access to our health insurance cash plan</li><li class="leading-relaxed">Annual pay reviews and bi-annual appraisals</li><li class="leading-relaxed">Access to relocation support (where applicable)</li><li class="leading-relaxed">Investment in your physical health with weekly live and on-demand strength, cardio, yoga and meditation sessions</li><li class="leading-relaxed">Free access to some of our previously released titles</li><li class="leading-relaxed">R&D days, get-togethers and parties</li><li class="leading-relaxed">Work with cutting-edge technology</li></ul>

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<h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Company Description</h2><p class="my-4 text-gray-700 leading-relaxed">McDonald’s has run its business in the UK since 1974 and currently operates over 1500 restaurants across the UK and Ireland, serving almost four million customers each day. McDonald’s is one of the UK’s largest private sector employers, employing over 170,000 people.</p><p class="my-4 text-gray-700 leading-relaxed"><strong>Hybrid Working</strong></p><p class="my-4 text-gray-700 leading-relaxed">This role is based in our East Finchley office working 3 days in the office and 2 days remotely</p><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Job Description</h2><p class="my-4 text-gray-700 leading-relaxed">At McDonald’s UK & Ireland, we serve over 4 million customers every day, and delivering exceptional customer experiences is central to maintaining trust in our brand. We’re looking for a Customer Services Advisor to join our Customer Services team and play a key role in resolving some of our most complex and sensitive customer complaints.</p><p class="my-4 text-gray-700 leading-relaxed">Reporting to the Senior Customer Services Advisor, you’ll work closely with Franchisees, Operations leaders, and Senior Management to investigate issues, provide resolutions, and ensure our customers feel valued. This is a high-impact role with visibility across departments, offering the opportunity to shape how we respond to customer needs in one of the UK&I’s most successful restaurant businesses.</p><p class="my-4 text-gray-700 leading-relaxed"><strong>What You’ll Be Doing:</strong></p><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Handle escalated customer complaints with tact and professionalism.</li><li class="leading-relaxed">Conduct detailed investigations with restaurants and support departments.</li><li class="leading-relaxed">Use initiative to decide on complaint resolutions (e.g vouchers, goodwill gestures).</li><li class="leading-relaxed">Craft personalised responses to customer enquiries using specialist knowledge.</li><li class="leading-relaxed">Produce reports highlighting trends and hot topics for senior stakeholders.</li><li class="leading-relaxed">Provide customer-focused feedback on marketing and food promotions.</li><li class="leading-relaxed">Lead small departmental projects (e.g., intranet updates, new process rollouts).</li><li class="leading-relaxed">Support restaurants through meetings, presentations, and reports.</li><li class="leading-relaxed">Upskill and support our outsourced Customer Services team.</li><li class="leading-relaxed">Assist the wider Customer Services team with administrative duties.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Qualifications</h2><p class="my-4 text-gray-700 leading-relaxed"><strong>What You’ll Need:</strong></p><ul class="list-disc list-inside my-5 pl-5 space-y-2 text-gray-700"><li class="leading-relaxed">Passion for delivering outstanding customer experiences.</li><li class="leading-relaxed">Strong interpersonal skills with tact and diplomacy.</li><li class="leading-relaxed">Experience producing reports and analysing trends.</li><li class="leading-relaxed">Advanced computer literacy (Excel & PowerPoint).</li><li class="leading-relaxed">Ability to thrive in a fast-paced, changing environment.</li><li class="leading-relaxed">Creative problem-solving and “outside the box” thinking.</li><li class="leading-relaxed">Resilience and adaptability during challenging circumstances.</li><li class="leading-relaxed">Energy, passion, and the ability to inspire others.</li><li class="leading-relaxed">A curious mindset, confidence, and logical problem-solving skills.</li></ul><h2 class="text-2xl md:text-3xl font-bold mt-10 mb-4 border-b pb-2 text-gray-800">Additional Information</h2><p class="my-4 text-gray-700 leading-relaxed"><strong>Company Vision and Culture…</strong></p><p class="my-4 text-gray-700 leading-relaxed">Our Global vision is to build a better McDonald’s and in the UK and Ireland we are working hard to be the UK & Irelands best-loved restaurant company.</p><p class="my-4 text-gray-700 leading-relaxed">McDonald’s is defined by its culture. 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Free to Play Creative Director (UK based candidates only)

Job Details