Performance Creative Strategist, University Communication and Marketing

Lipscomb University•Nashville, TN

About The Position

Lipscomb University is seeking a Performance Creative Strategist to own the creative strategy and execution behind paid media campaigns. The role researches prospective students’ interests and decision factors, turns insights into concepts, angles, and hooks, and creates advertising that differentiates Lipscomb from familiar higher-education advertising. The strategist develops and builds ads, launches tests, and uses performance data to determine what to iterate, scale, or retire. The position combines creative analysis and testing, audience research, concept development, and creative production. It involves analyzing asset-level performance, maintaining dashboards and a learning library, developing a testing roadmap, and presenting actionable findings to University Marketing leadership. It also includes producing platform-specific advertising assets and briefs while ensuring creative follows Lipscomb brand standards, reflects the University’s Christian mission, and complies with platform policies. Applicants must provide a portfolio or work samples showing paid advertising creative they developed and associated performance results.

Requirements

Bachelor’s degree in marketing, advertising, communications, business, data analytics, or a related field, or equivalent education and experience.
At least 2 years of experience developing, analyzing, or optimizing paid digital advertising creative assets.
Advanced Excel or Google Sheets skills, including pivot tables, lookups, and data cleanup.
Fluency in creative performance metrics, including hook rate, hold rate, CTR, frequency, and conversion rate.
Proficiency in creative analytics tools and research platforms.
Understanding of paid social channels and how media buying decisions affect creative strategy.
Ability to quickly generate and refine strategic creative ideas.
Proficiency in analyzing, cleaning, and visualizing data to identify actionable insights.
Strong copywriting skills, including hooks, headlines, ad copy, calls to action, and testable creative briefs.
Experience scripting, storyboarding, and producing static, motion, and short-form video assets.
Proficiency in using AI tools for research, ideation, creative development, and analysis.
Ability to clearly communicate data insights to non-technical audiences.
Portfolio or work samples showing paid advertising creative developed by the candidate and associated performance results.

Responsibilities

Conduct weekly asset-level creative analysis to determine what worked, why, and what to do next.
Tag winning creative elements, including hook type, CTA style, format, and visual approach, to build a learning library.
Monitor hook rate, hold rate, click-through rate, frequency, and conversion rate.
Build and maintain dashboards tracking performance by concept, angle, hook, format, audience, and program.
Develop and launch new concepts, angles, and hooks each testing cycle while balancing quality and volume.
Develop a creative testing roadmap, define hypotheses and performance goals, and decide whether creative elements should be iterated, scaled, or retired.
Use AI tools to streamline creative analysis, identify trends, and generate insights.
Present clear, actionable findings to University Marketing leadership.
Research prospective student motivations, objections, and decision factors using admissions insights, CRM data, social listening, competitor research, creative libraries, and trends.
Study channel trends, platform changes, and emerging formats and apply them to creative development.
Use AI for audience research, competitive intelligence, and trend analysis, turning findings into actionable creative direction.
Build a concept and angle library for priority programs and audiences and identify competitive messaging.
Develop distinct creative frameworks for first-time undergraduate students, parents, transfer students, working adults, and graduate prospects.
Translate priority concepts into multiple distinct, platform-specific angles.
Develop hooks, headlines, ad copy, scripts, and static, motion, and video assets.
Write actionable creative briefs for designers, copywriters, and videographers producing high-production assets requiring specialized expertise.
Ensure creative follows Lipscomb brand standards, reflects the University’s Christian mission, and complies with platform policies.