Performance Creative Lead

Rugiet Health•Austin, TX

About The Position

The Performance Creative Lead drives creative strategy for Rugiet’s longevity and new product portfolio, from launch through scale. The role translates customer insight, product positioning, and performance data into roadmaps, briefs, and tests that identify winning messages and drive growth. It is a hands-on, cross-functional position working with growth, product marketing, creative, paid social, analytics, and compliance. The lead owns creative briefing and portfolio reporting, develops product roadmaps for growth leadership approval, and partners with internal and external teams to bring concepts to market. The role also supports sexual health creative strategy and briefing during launches, peak demand, or planned absences as prioritized by leadership, while the sexual health lead retains accountability for that portfolio.

Requirements

At least 8 years of experience in creative strategy, performance creative, direct-response marketing, or a closely related field, including experience leading strategy across teams or partners.
A track record of developing and scaling creative that drives measurable acquisition or revenue outcomes, with the ability to explain the insight, test design, results, and personal role.
Deep paid social fluency, especially with Meta, plus experience across channels such as TikTok and YouTube and understanding of how creative, media, and landing pages work together.
Strong consumer psychology, copywriting, and concepting skills, including the ability to turn a customer objection or data point into a compelling hook, angle, and brief.
Experience building high-volume testing programs and managing competing priorities across products, creative teams, and external partners.
Comfort using performance data to make decisions, distinguish signal from noise, and translate results into the next round of creative.
Experience directing UGC, creators, influencers, or expert-led content, with sound judgment about what feels native and credible.
Strong cross-functional leadership and communication skills, including the ability to influence senior stakeholders and bring teams together without formal authority.
A hands-on, curious approach and comfort moving quickly in a changing DTC environment.

Nice To Haves

Experience in healthcare, telehealth, men’s health, wellness, or another regulated consumer category.
Experience with subscription commerce, advertorial funnels, creator whitelisting, or multiple products and customer segments.
Experience developing creative that performs within complex claims, disclosure, and platform-policy constraints.

Responsibilities

Maintain a rolling, week-by-week two-month creative roadmap for each live product, including audiences, angles, formats, and target ship dates, and obtain growth leadership approval for roadmaps and the new product launch calendar.
Coordinate creative readiness for new product launches and develop an initial creative strategy for each go-to-market plan, spanning demand capture through demand creation.
Partner with product marketing on messaging and value propositions, and define target audiences by product.
Work with the Head of Growth to set product-level creative volume targets based on win rate, scale, and the path to revenue run rate; balance new concepts with iterations and allocate briefs among partners based on performance.
Own creative briefing for the longevity and new product portfolio, translating positioning and research into actionable direction on formats, angles, and hooks, and identifying the initial target persona for each product’s first acquisition push.
Write scripts for internal video ads; manage a steady flow of briefs for internal video and static production; and brief external creative partners, guide concept direction, and align work with roadmaps and product-level volume targets.
Own portfolio creative performance reporting for weekly performance reviews and biweekly ad and influencer pipeline leadership reviews; explain trends and insights and use results to direct the next roadmap.
Establish product-level win rates appropriate to creative volume and spend, particularly before campaigns mature into testing and scaling structures.
Partner with paid social and analytics to investigate product-specific trends, distinguish weak creative from insufficient data, and determine what to expand, iterate, or stop.
Conduct regular audience, review, content-trend, and competitive research; identify differences among SKU audiences; and turn research and survey findings into creative tests.
Partner with creative strategy enablement and AI specialists to use AI tools that improve research speed and depth.
Share upcoming creative strategy and performance insights with landing page and CRO teams; recommend messaging, content, or persona tests and flag when a paid social audience or angle needs a dedicated landing page.
Partner with clinical and compliance teams to clarify product-specific claims and guardrails in creative briefs.
Support sexual health creative strategy and briefing during launches, peak demand, or planned absences as prioritized by leadership, and share learnings across product lines.