Meta Creative Strategist

The Meta Creative Strategist is the brain behind our advertising creatives. This role sits at the intersection of performance marketing, customer psychology, and creative production. You will own the process of understanding what customers respond to, identifying creative opportunities, developing concepts and angles, briefing designers, editors and UGC creators, and using performance data to determine what we should create next.
Key Responsibilities:
■ Creative strategy: Own the creative strategy and concept pipeline for Meta/Instagram ads across both brands.
■ Research: Conduct customer, competitor and Meta Ad Library research to identify pain points, motivations, winning angles, formats, hooks and emerging trends.
■ Concept volume: Develop high-volume creative concepts, angles, hooks and messaging across UGC, static, video, testimonial, problem-solution, emotional, product-focused and offer-led formats.
■ Format strategy: Develop UGC, static and video strategies, including scripts, storyboards, shot lists, visual direction, CTAs and creative references.
■ Briefing & alignment: Create clear creative briefs for designers, video editors and UGC creators, and work closely with the Media Buying/Growth team to align creatives with audiences, offers and campaign objectives.
■ Testing pipeline: Build and manage a creative testing pipeline, continuously testing new concepts and variations while ensuring alignment between ad messaging and landing pages/PDPs.
■ Performance analysis: Analyze creative performance using Hook Rate, Hold Rate, CTR, CVR, CPA and ROAS; identify why creatives win or lose and iterate on successful concepts.
■ Creative library: Maintain a creative library/swipe file of concepts, hooks, formats, audiences, winning creatives and learnings to continuously generate creatives for scaling Meta spend.
Must have skills & qualifications:
■ Experience: 3–5 years in Performance Creative, Creative Strategy, D2C/E-commerce Marketing or a closely related role.
■ Meta expertise: Strong understanding of Meta/Instagram advertising and performance creative.
■ Range of ideas: Proven ability to generate multiple genuinely different creative angles and concepts, rather than repeatedly reworking one idea.
■ Copywriting: Strong copywriting and storytelling skills, particularly hooks, headlines, ad copy and CTAs.
■ Formats: Strong understanding of UGC, static and video advertising formats.
■ Customer psychology: Ability to understand customer psychology and translate customer insights into advertising concepts.
■ Data fluency: Comfortable reading creative performance data such as Hook Rate, Hold Rate, CTR and CVR, and turning insights into the next creative hypothesis.
■ Briefing: Ability to write clear, actionable briefs that designers, editors and creators can execute independently.
■ Collaboration: Strong collaboration skills with Media Buyers, Growth teams, Designers, Video Editors and UGC Creators.
■ Communication: Strong English communication skills required.
■ Mindset: Eager to learn, with a positive attitude and strong ownership mindset.
Tools:
Experience with the following tools is preferred: Meta Ad Library Foreplay Motion / MagicBrief Canva / Figma Google Docs / Sheets Notion.
Growth Path:
The role offers a clear growth path with increasing ownership of the overall performance creative function, creative team, testing framework, creative production system, and creative strategy across our brands.