Creative Strategist
You'll be the driving force behind scroll-stopping, conversion-led creative across Meta, TikTok and YouTube. You'll turn customer insight into testable concepts, briefs into top-performing ads, and performance data into your next iteration. If you watch competitors' ads for fun, obsess over hooks, and get a genuine thrill when a creative you conceived starts scaling - this is your role.
What You'll Own
- Lead creative strategy across paid social for the UK market - Meta, TikTok and YouTube - with a direct line to new customer acquisition and CAC targets
- Build and manage a structured creative testing roadmap: clear hypotheses, prioritised experiments, consistent pipeline
- Translate deep customer insight, understanding customer pain points and transforming them into briefs and concepts rooted in real motivations and purchase barriers
- Write scripts and briefs that convert, from thumb-stopping hook to CTA, giving the creative team direction they can execute without ambiguity
- Stay ahead of platform trends on Meta, TikTok and YouTube - identifying what's working, why it's working, and how to apply it before it's oversaturated
- Partner with the performance team to analyse results using CTR, hook rate, thumb-stop rate, CPA and CVR - deciding what to scale, what to iterate, and what to kill
- Maintain a high creative output without sacrificing quality - keeping multiple concepts, tests and briefs moving simultaneously
What Success Looks Like
- A consistent pipeline of live creative tests with clear hypotheses and rapid iteration cycles
- Improving hook rate and thumb-stop rate quarter-on-quarter across priority channels
- CAC held within target as paid social volume scales
- Briefs that need minimal rework - the creative team knows exactly what's needed and why
- Creative concepts clearly tied to specific customer personas and product fit, not generic "nutrition brand" output
Skills & Experience
Must-Have
- 2+ years in paid social creative strategy, with hands-on experience across Meta and TikTok (YouTube a strong plus)
- Proven track record of data-driven creative that delivered measurable performance improvements
- Fluent in creative performance metrics: CPA, CPM, CTR, CVR, hook rate, thumb-stop rate
- Exceptional copywriting - you write hooks that stop people mid-scroll and briefs that leave no room for misinterpretation
- DTC experience; you know how to market real products to real people
- Self-directed and organised - you create structure in ambiguity and don't need a playbook handed to you
Nice-to-Have
- Experience in health, wellness or nutrition - familiarity with our customer mindset is a genuine advantage
- Comfort with UGC-led creative and influencer brief writing
- Experience working with or briefing video production teams
Behaviours & Traits
- Ownership mindset - you treat your channel's performance like it's your business
- Obsessive about the customer - you know the difference between what people say they want and what actually makes them buy
- Commercially wired - you understand that great creative isn't art, it's revenue
- Bias for action - you test fast, learn fast, and don't wait for perfect conditions
- High standards without ego - you give clear, direct feedback and take it the same way
REF-227 833
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