Own the creative strategy and testing engine for performance-driven campaigns, turning buyer language and category insights into testable concepts while collaborating across production, editors, and clients to drive measurable outcomes.

• Creative Research and Insight: Mining customer reviews, social comments, and survey data to surface the language buyers actually use.
• Creative Research and Insight: Studying competitor and category creative through tools like Foreplay and Meta Ad Library.
• Creative Research and Insight: Identifying winning angles, hooks, formats, and structures across the category and translating them into testable concepts for your accounts.
• Creative Research and Insight: Building and maintaining swipe libraries organised by client.
• Creative Research and Insight: Developing a working understanding of each brand's customer, product, category, and positioning.
• Creative Strategy and Briefing: Building creative testing roadmaps grounded in performance data, not opinion.
• Creative Strategy and Briefing: Writing detailed briefs for statics and video ads that leave no ambiguity during production.
• Creative Strategy and Briefing: Sourcing, briefing, and managing freelance UGC creators end-to-end.
• Creative Strategy and Briefing: Keeping a concept pipeline ahead of demand so accounts are never short of fresh angles when fatigue hits.
• Cross-Team Collaboration: Working alongside Paid Social Managers to translate performance signals into creative direction.