Creative Strategy Lead (Remote, US)
About The Position
The Creative Strategy Lead will own performance creative strategy for a growing US-based direct-to-consumer brand specializing in bags, backpacks, travel accessories, and everyday carry products. This newly created, hands-on individual contributor role reports directly to the CEO and will establish a structured, insight-driven process for developing, testing, and improving advertising creative. The role covers the creative process from customer research and concept development through scripting, briefing, creative direction, testing, and iteration. The primary focus is paid advertising, particularly on Meta, TikTok, and other relevant acquisition channels, with collaboration across organic social and creator partnerships. The Creative Strategy Lead will personally develop concepts, hooks, scripts, and briefs, while working with creators, editors, and designers to produce final assets. There are no direct reports, and Paid Media, Social Media, and Creator Partnerships specialists retain ownership of their respective functions.
Requirements
- Proven hands-on performance creative strategy experience with DTC brands selling physical consumer products, including ownership of creative concepts, testing, and performance-driven iteration.
- Recent experience developing paid advertising creative for e-commerce or direct-to-consumer products.
- A portfolio demonstrating personally developed creative concepts, hooks, scripts, and briefs, ideally supported by testing insights and measurable commercial outcomes.
- Strong consumer research skills and ability to translate customer insights into compelling advertising concepts.
- Excellent direct-response copywriting, storytelling, and creative judgment.
- Demonstrated experience developing and executing structured creative testing programs.
- Ability to interpret creative performance data and use findings to guide subsequent creative decisions.
- Experience briefing and directing UGC creators, video editors, designers, and other creative production partners.
- Ability to take ownership of creative strategy while remaining actively involved in hands-on execution.
- Strong collaboration and communication skills, including professional English proficiency.
Nice To Haves
- Experience working in-house with a physical consumer-product DTC brand.
- Background in lifestyle, fashion, accessories, travel products, outdoor gear, or related consumer categories.
- A track record of sustained ownership, long-term contributions, and measurable creative improvements within a brand or client account.
Responsibilities
- Research customer motivations, purchasing behavior, pain points, objections, product use cases, and competitor positioning.
- Turn consumer insights into advertising concepts, messaging angles, hooks, scripts, and visual directions.
- Develop creative variations for different audiences, platforms, and stages of the customer journey.
- Identify opportunities to communicate product benefits through direct-response storytelling.
- Own and improve the creative testing roadmap, with paid performance as the primary focus.
- Develop testing hypotheses, prioritize experiments, and document results and learnings.
- Analyze creative-level performance with Paid Media specialists using relevant metrics such as hook rate, hold rate, CTR, CVR, and CAC.
- Use performance insights to improve concepts, messaging, scripts, and creative iterations, connecting creative decisions to acquisition, conversion, and commercial outcomes.
- Write creative briefs, advertising scripts, hooks, and production guidelines.
- Translate concepts and testing hypotheses into actionable instructions for creators, editors, and designers.
- Direct creative development from initial concept through final asset review.
- Review completed assets for messaging accuracy, creative quality, product representation, and alignment with testing objectives.
- Provide specific, actionable feedback to improve creative execution.
- Establish repeatable workflows linking consumer research, creative development, production, testing, and iteration.
- Maintain clear creative priorities and an organized testing roadmap.
- Collaborate with Paid Media, Social Media, and Creator Partnerships teams to align creative strategy with channel objectives.
- Improve creative quality, production efficiency, and consistent performance-driven decision-making.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
