Creative Strategist

Why this role exists

Anyone can tell you an ad won. We need someone who can tell us why: which desire it tapped, what awareness stage it met the viewer at, and what that means for the next ten ads. That skill sits at the centre of how we grow, and this role owns it.

About us

The Smooth Geezer is a UK DTC men's grooming brand selling electric head shavers and related products. We're founder-led and anti-corporate, and we'd rather be useful than polished. Our shaver comes with a lifetime warranty, and customers can reach the founder directly. The brand is growing month over month, and we're planning to expand into the USA next year. The creative you build now will be the foundation for that launch.

What success looks like in 12 months

You own the creative engine. You're running the team of creators and editors, and every ad that goes live has a clear hypothesis behind it. When an ad wins, the whole team understands why. We go into the US launch with a proven playbook of angles, not just a pile of ads that happened to work.

What you'll do

• Diagnose ads. Watch any ad, ours or a competitor's, and break down why it worked or didn't: the hook, the desire, the awareness stage, the level of market sophistication, and the emotion it carried.
• Own the creator and editor team. Brief them, give them direction and feedback, and hold the quality bar. You'll lead the team, not just pass on requests.
• Run weekly creative testing. Write briefs and scripts for each batch, with an avatar, awareness level, angle, hook options and a hypothesis for every ad.
• Balance the 3 I's (ideation, iteration, imitation) so we test genuinely new ideas as well as iterating on winners.
• Read the data. Use Meta Ads Manager performance data to decide what gets made next.
• Mine the customer. Find angles and language in reviews, support tickets and comments.
• Keep it honest. Make sure every claim is accurate and compliant, especially comparisons with other brands.

Required

• 1+ years writing scripts or briefs for paid social (Meta and/or TikTok) for a DTC brand. Bring examples of ads you wrote that ran.
• A working understanding of Eugene Schwartz's ideas (awareness stages, mass desire, market sophistication) and evidence that you've applied them to real ads
• Experience directing creators or editors, whether formally or informally
• Strong written English. You'll be writing in a dry, direct British voice.

Nice to have

• Experience with a brand launching or scaling into the US
• Men's grooming, health or personal-care category experience
• A working knowledge of the UK CAP Code (ASA) rules on advertising claims

How to apply

Send us your CV and two or three ads you wrote. Then pick any ad you think works, ours or anyone else's, and tell us in under 300 words why it works: the desire, the awareness stage, and the emotion it carries. That breakdown matters more to us than your CV. Email it to [email protected] with the subject line "Creative Strategist".