Performance Creative Strategist & Copywriter, Demand Generation

Toast

About The Position

Toast creates technology to help restaurants and local businesses succeed in a digital world, helping business owners operate, increase sales, engage customers, and keep employees happy. Toast is building a modern demand engine, and creative is one of its most powerful growth levers. As a founding member of AdLab, you will architect and scale Toast’s creative demand system. This role sits at the intersection of storytelling, performance science, creative operations, and copywriting. You will design and drive the frameworks, experimentation roadmap, and modular content systems that turn narrative into measurable pipeline growth. You will influence what types of brand work gets produced upstream and how it’s versioned at scale for demand generation. You will drive the creative testing roadmap specifically designed for demand channels, oversee core relationships with video production agencies, and help architect the system that powers all of the above.

Requirements

5–8+ years in creative strategy, demand generation, or performance-focused roles (brand, in-house, or agency).
Proven ability to drive measurable outcomes through structured creative experimentation.
Experience building creative testing frameworks, message hierarchies, and modular content systems.
Strong ability to translate performance data into clear creative insights and direction.
Comfort influencing cross-functional stakeholders across Brand, Media, CRO, Analytics, and Production.
Familiarity with AI-driven creative tools and curiosity about automation and personalization systems.
Deep understanding of paid social and video platform nuances.
A bias toward building systems that scale.

Nice To Haves

Experience shaping creative strategy for large-scale productions (streaming, studio, modular library builds).
Familiarity with analytics tools and performance dashboards.
Experience operating in a high-growth, multi-vertical environment.

Responsibilities

Creative Systems Architecture
Design and evolve Toast’s creative testing and iteration framework across paid and demand gen channels.
Build scalable, modular creative systems that enable high-velocity experimentation without sacrificing brand integrity.
Develop and maintain a taxonomy of hooks, angles, value propositions, and proof structures that can scale across verticals and segments.
Establish creative best practices that can be applied globally while adapting to channel nuance.
Demand Generation Creative Strategy & Copywriting
Oversee the demand generation creative experimentation roadmap, shaped by PMM-led hypotheses & performance-driven insights
Shape demand narratives aligned to priority Category Entry Points
Brief, script, and manage external UGC agencies. You own the "Human Cred" pillar from script to final cut.
Ensure continuity from ad creative to landing experience in partnership with CX and Web teams.
Translate brand campaigns into performance-native expressions that drive measurable outcomes.
Own performance copy across critical surfaces, including ads, email, and web
Structured Experimentation & Iteration
Lead a rigorous hypothesis → test → learn → scale loop across demand channels.
Translate performance insights into clear creative direction and optimization plans.
Combat creative fatigue through systematic experimentation.
Build a repeatable roadmap for creative velocity that drives continuous improvement in CAC efficiency and pipeline contribution.
Insight Leadership & Cross Functional Partnership
Partner with Media, Analytics, and Creative teams to evaluate creative impact and incrementality.
Contribute to demand forecasting conversations through creative performance insights.
Partner with Brand, Production, and agency teams to inform shoot briefs and modular content capture from day one.
Ensure productions are architected for downstream performance versioning and iteration.