• Review top-performing ads and campaigns • Analyse why specific ads are working • Create new hooks, new angles, new avatars, new concepts, and new creative variations • Monitor social media platforms, emerging trends, viral content, and creator content • Analyse winning concepts on organic social media and translate them into paid advertising opportunities • Continuously look for ways to adapt successful creative patterns to client campaigns • Responsibilities include creating ad creatives, creating static concepts, building creative variations, producing draft video concepts, adapting winning concepts quickly, and using AI tools to accelerate production • Work closely with the media buyer to understand winning ads, performance drivers, and scaling opportunities • Develop new creative concepts based on campaign performance data • Analyse successful campaigns and identify opportunities for further iteration • Contribute directly to increasing creative testing velocity across accounts • Present and discuss new ideas with founder, South African team, and internal design • Take feedback and iterate quickly • Support ongoing client growth initiatives

• Creative Strategy: Lead high-tempo creative strategy and direction for full-funnel ad programs, typically Meta and TikTok, but also YouTube, Amazon, and Display Platforms. • Short Form Video Expert: Deliver expert advice, concepts, directions, and briefs to sell products and services through short-form video. • Data Analysis: Translate client’s marketing strategy and performance data into clear, compelling ad concepts (This includes using metrics like thumb-stop rate, hold rate, and clickthrough rate. You’re super comfortable adapting creatives to impact these metrics.) • Cross-Team Collaboration: Brief Designers and Editors on the creation of assets including static ads, animations, mobile-first videos, and storyboards for short-form content. You’re capable of jumping into shape up a design in Figma or whip up an ad yourself without concern, if need be. This isn’t the role for strategy-only folks. • Executive Presentation: Present creative work to stakeholders and clients with clarity, confidence, and strategic rationale. • Performance Iteration: Monitor performance data in collaboration with the marketing team to inform creative iterations and improve results over time. • Team Building: Assist with establishing processes, systems, and testing frameworks that raise the floor on quality and speed. Continuously refine our Performance Creative service so it scales without losing rigor as volume grows.

• Research audience motivations, objections, and what makes them buy — Reddit, reviews, competitor ads, social listening • Write direct-response hooks, scripts, and body copy across formats (static, video, UGC) • Direct creative production and stay current on trends across TikTok and Instagram • Build, launch, and optimize campaigns end-to-end — targeting, budget, structure • Diagnose performance with speed and clarity: what changed, why, and what to do next • Read key metrics (CPM, CTR, CVR, CPA/CPL) and connect them to creative decisions • Translate data into clear insights: what happened, what it means, what's next • Lead client calls confidently and build strong relationships through proactive communication

• Lead copy direction across brand and growth channels, campaigns, product launches, and key strategic initiatives • Develop and execute a learning and iteration process that uses campaign performance data to refine messaging to be most impactful for every next campaign • Define, evolve, and steward Kin's brand voice, tone, and messaging frameworks across channels • Integrate AI into workflows to speed work and create more time for the human creative thinking that separates Kin from other companies • Partner with product, editorial content, SEO, design, channel managers, and senior leaders to develop emotionally resonant, campaign-level ideas while ensuring alignment with brand standards and creative direction at scale • Translate marketing and business priorities into clear, compelling creative strategies and executions rooted in the core insight • Collaborate with editorial content, SEO, design, and channel managers • Collaborate with cross-functional partners to maintain messaging clarity and consistency across the business • Uplevel creative quality, ensuring ideas are executed with a growth mindset, intention and efficiency