• Define and drive the UX vision for key areas of the game, with an emphasis on Live Service and Meta Systems • Contribute hands-on to UX design, including user flows, wireframes, prototypes, and documentation • Develop scalable UX frameworks that support Live Service features, events, and ongoing content • Partner closely with Product and Design to align UX with feature goals, player needs, and business outcomes • Collaborate with Production, Engineering, Art, and other disciplines to deliver high-quality player experiences • Ensure strong cohesion across systems, navigation, information architecture, and interaction design • Establish UX principles, standards, and best practices for development and iteration • Support the growth and execution of a UX design team across relevant areas • Drive continuous improvement based on player data, usability feedback, and live performance

• Shape the design vision for key areas of the game, with a focus on Live Service systems and the broader player experience around retention, monetization, and seasonal content. • Contribute hands-on to feature designs, design documentation, and player-facing systems • Develop scalable frameworks for content, events, and systems that support long-term engagement • Partner closely with Product to align on features, goals, content, and operations • Collaborate with Creative, Product, and Franchise leads to shape the vision for seasons and their content • Work across Production, Engineering, Art, UX, and other disciplines to deliver high-quality features and content • Help establish processes and best practices for design development, iteration, and live operations • Support the growth and execution of a design team across systems, content, and other gameplay areas • Drive continuous iteration based on player data, feedback, and live performance

• Lead creative strategy and execution across Upstart's owned brand channels: organic social, our website, and brand design systems. • Grow, inspire, and develop a multi-disciplinary creative team across brand disciplines—setting a high creative standard, delivering direct and actionable feedback, and building the kind of team culture where talented people come to do their best work. • Drive brand campaign creative from concept to delivery, including leading both internal development and directing agency partners across TV, OOH, digital, and emerging media • Actively evolve how Upstart uses AI tools to accelerate creative output without sacrificing craft • Partner closely with Marketing, Product, and senior leadership to align creative strategy with business goals — showing up as a trusted creative thought partner across the organization, not just a creative executor.

• Leading art direction across brand and BB projects through conception, execution, and delivery. • Defining the visual world of a brand through image-led storytelling (photography, film, illustration, CGI and motion). • Developing clear image-making principles. • Defining and directing on-set photoshoots, filmed productions, and CGI workflows from treatment through final delivery. • Owning quality control across retouching, edit, grading, and final asset delivery. • Sourcing and collaborating with talented partners (3D artists, illustrators, photographers, filmmakers, sound designers) to enhance the quality of the work. • Staying ahead of cultural movements, visual trends, AI-enabled production methods, and emerging technologies.