• Own the creative strategy for paid acquisition, developing and maintaining a weekly and monthly brief cadence across Meta, TikTok, and other paid channels; treat brief quality as the highest-leverage part of the job • Translate performance data into creative direction, analyzing what's working across hook rate, hold rate, CTR, and CVR, and turning those learnings into actionable briefs • OwnSee creative from brief through execution, working directly with designers, editors, and AI platforms to bring concepts to life • Write platform-native UGC scripts and collaborate with creators, talent, and editors to ensure authenticity, narrative clarity, and optimized calls to action • Use AI creative tools (video generation, copy iteration, image tools) to generate and test ad variants at speed, increasing creative velocity and expand test coverage testing surface • Develop a systematic approach to creative testing: hypotheses, angles, hooks, and structured experiments focused on acquisition efficiency and conversion • Maintain consistent creative volume to support scaling paid budgets, owning the operational layer (asset library, naming conventions, agency handoffs) that determines how fast the creative layer can move • Build and maintain a competitive creative intelligence practice, staying current on what's working in the market, particularly in health and wellness • Own UGC and influencer creative strategy, including frameworks for sourcing, briefing, scripting, and testing creator content as a performance channel • Ensure all creative output meets healthcare advertising guidelines and platform policies

Role Description We are looking for a Growth Creative Strategist who understands how to guide customers through a high-consideration buying journey. Your job is not simply to create ads. Your job is to continually discover what messages, beliefs, objections, stories, use cases, and creative formats move customers closer to a purchase decision—and then build a repeatable system for testing, learning, and improving those insights over time. You will work closely with our founders, Growth Director, creative producers, editors, creators, and media buyers to ensure we are consistently generating, testing, measuring, and improving creative. This role sits at the intersection of customer psychology, creative strategy, performance marketing, direct response copywriting, and content production. What Makes This Role Different - Many direct-to-consumer brands sell products that can be purchased after a single ad impression. We do not. - A Murphy bed, modular sofa, or premium furniture purchase often involves: - Multiple visits to the website - Multiple ad exposures - Significant customer education - Product comparisons - Partner or family discussions - Financial considerations - Trust-building - Objection handling Successful candidates will understand concepts such as: - Levels of customer awareness - Message-market fit - Customer research - Creative sequencing - Retargeting journeys - Objection handling - Belief building - Direct response copywriting - Consideration-stage marketing - Customer decision-making You should be comfortable thinking beyond individual ads and instead designing creative systems that help customers progress toward a purchase decision over time. What You'll Own - Customer Journey Creative Strategy - Own the creative learning and customer journey system that powers growth. - Responsibilities include: - Mapping customer awareness stages - Identifying customer beliefs, objections, and motivations - Developing creative for different stages of the buying journey - Creating awareness, consideration, comparison, and conversion-focused creative - Designing creative sequences for retargeting audiences - Building structured testing plans around customer psychology - Identifying opportunities to improve customer understanding and confidence - Creative Testing System - Own the ongoing creative testing roadmap. - Develop monthly and quarterly testing plans - Identify new hooks, angles, concepts, and formats - Prioritize tests based on business goals and performance data - Build and maintain a creative testing backlog - Document learnings and insights - Create systems that help the company learn faster over time - Creative Brief Development - Turn insights into production-ready creative briefs. - Write ad concepts and scripts - Develop creator briefs - Create customer interview and testimonial frameworks - Define visual requirements - Provide direction to producers, editors, and creators - Ensure concepts are executed as intended - Performance Analysis & Learning - Own the feedback loop between creative and performance. - Review creative performance weekly - Analyze winners and losers - Identify patterns across hooks, personas, formats, and offers - Translate performance data into new creative hypotheses - Present learnings and recommendations to leadership - Build institutional knowledge around what works and why - UGC & Customer Creator Program - Help build and scale a world-class customer creator program. - Identify target customer personas - Recruit and brief customers and creators - Match creative concepts to appropriate creators - Develop repeatable systems for sourcing authentic content - Build relationships with top-performing creators - Ensure content reflects real customer experiences and use cases - Creative Production Collaboration - Work closely with our creative production team. - Collaborate on shoot planning - Review raw footage - Provide feedback on edits - Ensure final assets align with strategic intent - Support studio and UGC production initiatives - Help prioritize creative production resources What Success Looks Like Within your first year: - A consistent creative testing system exists and operates reliably - New creative concepts are entering production every week - Learnings are documented and influence future creative - The company develops a deeper understanding of customer motivations and objections - Winning concepts are identified faster - Retargeting creative becomes more intentional and effective - Creative output becomes more systematic and less founder-dependent - Paid acquisition performance improves through stronger creative iteration Qualifications - 3–8+ years of experience in creative strategy, direct response marketing, growth marketing, performance creative, copywriting, or related fields - Experience marketing considered-purchase products where customers typically research before buying - Strong understanding of customer psychology and buying behavior - Strong writing and communication skills - Experience briefing creators, editors, or production teams - Experience interpreting performance data and translating it into creative decisions - Ability to move comfortably between strategy and execution Preferred - Experience in categories such as: - Furniture - Home goods - Mattresses - Premium fitness equipment - Outdoor products - Home improvement - Baby gear - Appliances - Automotive - Premium consumer products - B2B products with longer sales cycles - Experience with: - Meta advertising - Creative testing frameworks - Customer research - Direct response copywriting - UGC creator programs - Long buying cycles - Retargeting strategy - Awareness-stage messaging You Might Be a Great Fit If... - You naturally ask: "Why did this ad work?" more often than: "Can we make another ad?" - You enjoy studying customer behavior as much as creating content. - You can look at a winning ad and identify the specific belief, objection, emotion, or insight that made it successful. - You think in systems, not campaigns. - You are equally comfortable: - Writing a script - Reviewing performance metrics - Briefing a creator - Evaluating customer research - Reviewing an edit - Building a testing roadmap - You care deeply about understanding customers and helping them make confident buying decisions. What This Role Is Not - This is not a media buyer role. - This is not a video editor role. - This is not a social media manager role. - This is not a traditional brand marketing role. - This is not a content calendar role. - This role exists to help us discover what creative drives growth, understand why it works, and build a repeatable learning system around those insights. Location Remote role. Must have significant overlap with U.S. business hours. Occasional travel may be required for planning sessions, content production, and team collaboration. Compensation Competitive salary, bonus opportunity, retirement account, health benefits, and long-term growth potential. Compensation will be based on experience, strategic ability, and demonstrated success building creative systems for considered-purchase products. The right candidate will have significant opportunity to grow with the company as we scale.

• Manage and drive strategy expertise • Collaborate with local and global teams • Provide insights and research to the Creative team • Create compelling narratives for clients • Continuously recommend strategies based on evolving conversations

Lead the creative vision for brand evolution, translating complex concepts into compelling visual stories, managing creative workflows, and mentoring a small team to enhance design quality and operational efficiency.