Director of Strategy & Business, Creative Labs

Director of Strategy & Business, Creative Labs

• Full-time
• Department: Content

Cricut® makes smart cutting machines that work with an easy-to-use app, an ever-growing collection of materials, and crafting essentials to help you design and personalize almost anything — custom cards, unique apparel, everyday items, and so much more.

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

Cricut has a $320M+ business providing content to millions of makers for the Cricut specific crafts. As we evolve from a hardware-centric subscription to a “Creative Ecosystem Membership,” we are launching Cricut Creative Labs —a umbrella for delivering content and tools to support our users across all their creative activities. The team has already launched experiences for creating coloring pages, custom art, personalized paint-by-numbers prints, and launched Cricut Patterns,where we have a curated library of top crochet patterns.

We are seeking an entrepreneurial focused Director to continue the growth in this initiative. You will be responsible for leading the business side of Cricut Creative Labs (Analytics, Finance, Marketing, and Content), partnering with our head of Product and Engineering. Together you will both lead the future growth of a suite of digital tools and content platforms that support our users in their non-Cricut creative needs (Crochet, Knitting, 3D Printing, etc.), ensuring that Cricut remains the home for their entire creative journey.

What You’ll Do

As the Strategy & Business Director of Cricut Creative Labs, you will operate with the agility of a startup co-founder while leveraging Cricut’s massive scale. Your core mission is to launch and scale Cricut Creative Labs to become a crucial benefit for our Cricut Subscribers.

Key Qualities:

• Business Vision & Strategy: Co-Develop the end-to-end roadmap for a group of creative tools, focused on understanding the top creative categories for our users and making sure we deliver market leading solutions. Crucial skill will be ensuring we avoid being a "jack of all trades", but develop optimized experiences for specific crafting areas.
• Startup Execution: Partner with your Product and Engineering partner to direct an independent team (marketing lead, Content lead, UX designer, product manager, and 3rd-party Engineering) to build web-based assets outside of the traditional Design Space codebase to ensure speed to market. Needs to demonstrate the ability to identify and overcome obstacles and move at start-up velocity.
• Business Growth mindset: Deliver on aggressive KPIs, focused on subscriber adoption of these new creative tools and acquiring new subscribers. This role will be the lead for all things analytics, finance, marketing, and content strategy as well as identifying any new product requirements.
• Marketplace creation: Develop a deep understanding of designer needs and be able to develop tools and systems to support the content library needs and make sure we have market leading content for our subscribers.
• Entrepreneurial Grit: Experience leading a "seed-stage" initiative or startup, including managing a P&L and a dedicated budget.
• Strategic Thinking: Ability to analyze market opportunities, define an approach to tackle the opportunity across product, marketing, and content.
• Experience scaling new business: Ability to take a product and lead the Go-to-market approach, tracking performance across engagement and monetization. Being able to pivot plans and find opportunities for growth.
• Analytical strength: Will be required to define and track the core performance measures, identify where things are working vs not, build out business cases for new product categories, and track overall progress towards the engagement and monetization goals.

A Quick Note Before You Apply…

Cricut is in a powerful chapter of transformation. We’re evolving fast—refining our strategy, growing our teams, and raising the bar across the board. This is an incredible opportunity for the right kind of person—but it’s not for everyone.

We’re looking for A-players —people who don’t just meet expectations, but consistently exceed them. If you thrive in dynamic environments and find joy in turning challenges into momentum, keep reading.

Here’s what makes someone a great fit for this role (and for this moment at Cricut):

You have a bias for urgency.
You don’t wait for perfect clarity to take action—you start, learn, and adjust. You believe that speed matters, especially when paired with thoughtfulness. You ask:“What can move forward today?”and push past inertia.

You set high standards—especially for yourself.
You’re proud of your work and protective of your reputation. You take ownership, deliver quality, and don’t cut corners. You hold yourself accountable without waiting to be asked.

You stay focused when things are moving fast.
You can identify what really matters and don’t get distracted by noise. You prioritize well, and manage your time wisely.

You collaborate like a pro.
You elevate the people around you, communicate clearly, and give thoughtful feedback. You’re low ego, high output—and your team loves working with you.

At Cricut®, we celebrate inclusion and diversity. Cricut is an equal opportunity employer and makes employment decisions based on merit. Cricut prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration. All your information will be kept confidential according to EEO guidelines. Cricut participates in E-Verify.

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