Responsibilities

• Define and own the agency's overarching performance creative strategy, establishing the frameworks, standards, and methodologies that guide creative development across all client accounts
• Build and maintain a forward-looking creative intelligence system — translating performance data, competitive research, and emerging trends into actionable creative direction for internal teams
• Develop agency-wide creative testing frameworks and roadmaps that establish best practices for creative testing across paid media channels
• Serve as the ultimate creative authority and strategic resource for client escalations, high-stakes pitches, and new business opportunities
• Champion a culture of creative excellence and data-driven decision-making across all teams
• Establish the agency's affiliate and UGC creative strategy, defining the standards for creator identification, briefing, performance optimization, and paid amplification
• Develop scalable frameworks for affiliate campaign execution — from talent selection criteria and brief structures to deliverable standards and creative feedback methodology
• Build systems for content library management and cross-campaign asset utilization to maximize creator content value
• Partner with leadership to develop and refine contract structures, usage rights standards, and creator relationship best practices
• Lead the agency's AI creative strategy — identifying, evaluating, and integrating emerging AI tools that elevate creative output, accelerate production, and scale performance
• Design and implement AI-assisted creative workflows that set the production standard across the agency, balancing quality with speed and volume
• Establish governance and best practices for AI use in creative production, ensuring consistency, brand safety, and compliance across all client work
• Serve as internal thought leader and subject matter expert on AI's evolving role in performance creative
• Partner with department heads to ensure creative strategy is aligned with paid media, affiliate, and CRO teams across all client engagements
• Represent the creative strategy practice in senior client relationships, quarterly business reviews, and new business presentations
• Lead cross-functional brainstorms and creative strategy sessions, bringing agency-wide thinking to the discipline