Responsibilities

• Develop new ad angles based on two inputs: our performance data and active competitor research (what competing supplement/protein brands are running, what's scaling in their ad libraries)
• Identify demographic and messaging gaps (e.g., under-served age segments, untested hooks on proven audiences)
• Scripting & briefing
• Write full UGC scripts creators can shoot from directly — hooks, talking points, shot direction, CTA. Not vague briefs; shootable scripts.
• Write clear editing briefs for video editors: hook structure, pacing, text overlays, cut points, variant instructions — so editors produce engaging ads without back-and-forth
• Performance tracking & analysis
• Track creative performance continuously in Motion and Meta Ads Manager
• Diagnose every test: why the winners won, why the losers lost — at the level of hook, angle, format, and audience, not just "it had better ROAS"
• Kill fatigued high-spend creatives before they burn budget
• Weekly reporting (non-negotiable)

Requirements

• 2+ years as a creative strategist (or equivalent) for DTC e-commerce brands running meaningful Meta ad spend
• Proof of work with reputable brands — real ads you strategized/scripted, the brands they ran for, and results (CPA, ROAS, spend scaled). Vague "I helped with creative" doesn't qualify.
• Deep fluency in Meta creative KPIs: hook rate, hold rate, thumbstop, CTR, CPA, ROAS — and the ability to explain what each is telling you about a specific creative
• Proven ability to diagnose why an ad works or fails and articulate it clearly in writing
• Strong scriptwriting: you write shootable UGC scripts and editor-ready briefs yourself
• Experience running competitor ad research (Meta Ad Library, Motion/Foreplay swipe files) and turning it into testable angles
• Comfortable in health/wellness or supplements, including compliance awareness (health claims, Meta ad policy)
• Self-directed, async-friendly; owns a weekly cadence without reminders

Preferred

• Hands-on experience with Motion (or Foreplay/similar creative analytics tools)
• Supplement/functional food category experience specifically
• Experience marketing to multicultural audiences (South Asian, Middle Eastern, Muslim consumers)