Performance Creative Strategist, University Communication and Marketing

Lipscomb University•Nashville, TN

About The Position

Lipscomb University seeks a Performance Creative Strategist to own the creative strategy and execution behind paid media campaigns. The role researches prospective students’ interests and decision factors, develops distinctive concepts and creative angles, and creates ads designed to attract attention in higher education advertising. The strategist builds and launches creative tests, analyzes performance data, and determines what to iterate, scale, or retire. The role combines audience research, creative development and production, performance measurement, and communication of actionable findings to University Marketing leadership. Creative must follow Lipscomb brand standards, reflect the University’s Christian mission, and comply with platform policies.

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, click-through rate, 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, identify what worked and why, and recommend next steps.
Tag winning creative elements, including hook type, call-to-action 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 during each testing cycle while balancing quality and volume.
Develop a creative testing roadmap with hypotheses, performance goals, and decisions about whether to iterate, scale, or retire creative elements.
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 and creative libraries, and creative trends.
Study channel trends, platform changes, and emerging formats and apply findings to creative development.
Use AI for audience research, competitive intelligence, and trend analysis, translating findings into actionable creative direction.
Build a concept and angle library for priority programs and audiences, identifying competitive messaging.
Develop creative frameworks and distinct concepts and angles 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, and scripts, and produce 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.