ROLE PURPOSE

To build, lead, and scale a high-performance creative engine that drives revenue across paid and organic channels — with Meta as the primary growth lever.

This role is responsible for turning data → insights → structured creative systems → scalable outputs.

They are not just making creatives.
They are building the machine that produces winning creatives consistently.

🧠 CORE OWNERSHIP

This person executes on:

• Creative strategy across paid channels (Meta-first)
• Messaging & angle development
• Creative testing roadmap & velocity
• Creative production systems (editors, briefs, workflow)
• Performance-to-creative feedback loop
• Cross-channel adaptation (Amazon, Organic, TikTok)
  

⚙️ CORE RESPONSIBILITIES

1. Meta Creative Strategy (PRIMARY – ~60%)

Own and scale the performance creative engine.

Responsibilities:

• Develop weekly & monthly creative testing roadmap
• Build and maintain:
  • Hook bank
  • Angle bank
  • Concept library
• Translate performance data into clear creative direction
• Analyze:
  • CTR
  • Hook rate / thumbstop
  • Hold rate
  • CVR
• Identify winning creatives → scale variations systematically
• Ensure 15–40+ new creatives tested per week
• Work closely with Head of Performance on:
  • Spend allocation
  • Scaling decisions
  • Creative fatigue cycles
• Continuously iterate based on performance feedback loop

KPIs:

• Creative testing volume
• CTR / Hook rate improvement
• CVR improvement
• % of spend on winning creatives
• Creative-driven MER / blended ROAS impact
  

2. Creative Production Leadership

Lead and elevate the entire creative production team.

Responsibilities:

• Manage and train video editors
• Set quality standards for all creative output
• Create clear, actionable briefs (no guessing for editors)
• Build SOPs for:
  • Editing styles
  • Variations
  • Iteration cycles
• Ensure fast turnaround without sacrificing quality
• Review and approve creatives before launch
• Develop a feedback culture (tight iteration loops)
  

3. Content Systems & Organization

Build the infrastructure behind the creative engine.

Responsibilities:

• Design and maintain Google Drive / asset organization system
• Create structured libraries:
  • Hooks
  • Angles
  • Winning ads
  • Raw footage
• Implement naming conventions and workflows
• Ensure team can easily:
  • Find assets
  • Reuse winning content
  • Build variations quickly
• Eliminate chaos in content storage
  

4. Source content and & Community Manager Collaboration

Work closely with creators + community team to fuel content pipeline.

Responsibilities:

• Brief creators with clear performance-driven direction
• Align with Community/Influencer Manager on:
  • Creator sourcing
  • Content needs
  • Campaign priorities
• Ensure incoming content is:
  • Usable for ads
  • Aligned with winning formats
• Turn UGC into high-performing paid assets

5. Cross-Channel Creative Adaptation

Extend winning ideas beyond Meta.

Responsibilities:

Amazon:

• Align PDP visuals with winning Meta angles
• Optimize:
  • A+ content
  • Product imagery
  • Video assets
• Support DSP creative strategy

Organic / TikTok:

• Ensure narrative consistency across channels
• Adapt top-performing ads into organic formats
• Support content calendar with performance insights
• Contribute to “Flare Care” category authority

6. Forward Planning & Content Forecasting

Be proactive, not reactive.

Responsibilities:

• Plan content needs 2–4 weeks ahead
• Align with:
  • Campaign calendar
  • Product priorities
  • Seasonal trends
• Ensure no bottlenecks in:
  • Content production
  • Creator pipeline

  • Creative testing

🧩 KEY SKILLS & ABILITIES

Must-Have:

Performance & Strategy

• Deep understanding of Meta ad metrics & scaling mechanics
• Ability to reverse engineer winning ads
• Strong direct response thinking
• Structured testing mindset (hypothesis → test → iterate)

Creative Direction

• Strong eye for:
  • Hooks
  • Storytelling
  • Visual pacing
• Ability to turn data into clear creative briefs

Systems Thinking

• Builds:
  • SOPs
  • Frameworks
  • Repeatable processes

• Can organize chaos into scalable systems

Leadership

• Experience managing editors / creative teams
• Sets high standards and enforces them
• Gives clear, actionable feedback

Execution Speed

• Operates with urgency
• Can handle high creative volume without losing quality
  

Bonus:

• TikTok Shop / creator-led growth experience
• Amazon creative optimization experience
• Skincare / health category experience
• Experience scaling DTC brand $5M → $20M+