Responsibilities

• Decide What We Make — and Why
• Own creative strategy for Meta, TikTok and emerging channels, with a prioritized concept roadmap by product, audience and funnel stage.
• Turn performance data, customer reviews and research, and competitor signal into clear hypotheses, angles and hooks.
• Set priorities with growth and leadership each quarter, and point the team's capacity at the concepts with the highest expected return.
• Own Testing, Learning & Results
• Partner with growth and media buying on structured tests: clear hypotheses, honest reads, fast scaling and fast cuts.
• Own the creative scorecard — hook rate, hold, conversion and CPA by concept — and report wins, learnings and pivots to leadership.
• Keep a living library of what works for our customer and why — not a folder of ads.
• Protect the Brand and the Claims
• Keep every concept unmistakably Pique: premium, evidence-led and true to our roots in Eastern wellness.

Requirements

• First and foremost: a portfolio of performance creative that won at scale — the work, the data behind it, and the insight that made it win.
• 8+ years in performance creative, creative strategy or direct response, including leading a team, ideally in-house at a high-growth DTC or premium brand.
• An integral role on a team that scaled a brand's paid creative — not just running a program you inherited.
• Deep fluency in Meta, TikTok and YouTube creative: hooks, formats, pacing, proof and what makes a scroll-stopping ad convert.
• Fluent in the numbers — hook rate, hold, CVR, CPA, blended CAC, LTV — in Ads Manager and creative analytics tools such as Motion.
• Taste, and the ability to explain it: you can say why something works, not just that it did.
• A track record of hiring and developing creative talent who get faster and better under you.
• Supplements, wellness, beauty or other claims-sensitive experience is a strong plus.
• High ownership, sound prioritization, fast execution and genuine interest in wellness, nutrition, beauty or longevity.
• Ability to receive and deliver radical candor — non-negotiable.