• Analyze social ads campaigns on Facebook, Instagram & TikTok • Manage advertising budgets in Meta Business Manager • Analyze and leverage optimization and scaling opportunities • Implement campaign strategies in close coordination with the creative team • Organize content planning for projects • Responsible for the successful execution of campaign concepts

• Develop and execute performance-driven creative strategy for paid social and digital channels, owning creative ideas and briefs end-to-end and working closely with Designers and Video Editors to bring them to life, ensuring concepts support growth KPIs, creative diversity, and scalable ideas for Meta algorithm learning • Run structured test-and-learn cycles (A/B, multivariate), rapidly scaling top performers • Analyze creative performance to extract insights on hooks, messaging, formats, and audiences • Champion a hyper-performance mindset: impact, speed, and scalability over aesthetics alone • Stay on top of competitor research, tracking ad creative, messaging, formats, and trends, and continuously feeding insights into the creative pipeline and testing roadmap • Collaborate closely with Paid Managers to ensure creative direction aligns with targeting strategies, audience segmentation, and channel-specific performance goals • Monitor platform and industry trends (Meta, TikTok, YouTube, etc.) to identify emerging creative opportunities and formats that unlock performance gains • Document learnings and creative insights to strengthen internal playbooks, creative guidelines, and testing frameworks, enabling scalable knowledge-sharing

• Develop high-performing ad concepts and scripts rooted in deep customer research (48 scripts/month) • Translate insights into clear creative direction for editors, creators, and stakeholders • Produce multiple creative variations, including hooks and iterations of top-performing ads • Ensure all creative output aligns with performance goals and brand positioning • Analyze ad performance regularly and identify winning patterns and opportunities • Optimize creative strategy based on key metrics such as CTR, ROAS, and engagement • Continuously iterate on concepts to improve results and scale winning creatives • Maintain a strong feedback loop between performance data and creative output • Build clear, structured creative plans across campaigns and brands • Define priorities, timelines, and deliverables with strong attention to detail • Guide the selection of creators, actors, and formats based on performance insights • Act as the central point of alignment between creative, account, and production teams

• Drive content creation by generating winning ads: lead concepting, copywriting, scripting, and directing for scroll-stopping videos and visuals. • Scale creative output by owning content and asset velocity goals, and by building and implementing AI-powered content systems. • Develop playbooks, UGC frameworks, new formats, and test strategies to unlock fresh growth. • Interpret ROAS, CTR, hook rate, thumbstop rate, etc., to inform weekly creative optimizations. • Demonstrate cross-functional leadership by aligning with Product, Marketing, Video, and CX to ensure creative integration and effectiveness. • Use AI to accelerate creative ideation, copywriting, and production workflows. • Develop strategic customer avatars and content that maps to key marketing funnel stages and brand goals.