Responsibilities

• Creative Strategy: Set the creative direction for all creative, primarily Meta ($1M+/month), anchored in performance data. You are the taste-maker.
• Raise Creative Quality: Close the 8→10/10 gap in the UK. The gap is emotional resonance and visual quality. Create differentiated, non-formulaic ads that reduce our CAC. Set the bar and hold it across everything we put in market.
• EU Creative Expansion: Build the creative localisation playbook for Germany, the Netherlands, and other local markets. Create market-native work that reflects local psychology, platform behaviour, and cultural nuance.
• Own the Ideation Pipeline: Every brief must pass the distinctiveness test: would Meta's algorithm treat this as a genuinely new concept?
• Build the AI Creative System: Elevate the existing AI-assisted production stack, from brief to production to iteration, with tight feedback loops between creative output and performance data.
• Bolt Brand Visual Refresh: Lead the Bolt brand visual refresh, ensuring the new identity is consistent and lands across every customer touchpoint.
• Test & Scale: Lead high-velocity experiments across hooks, formats, angles, and messaging. Scale winners aggressively. Inform future channel creative, including CTV and linear TV, as those tests develop.
• Partner with Performance: Work hand-in-glove with Dave, our Head of Performance, and the growing media buying team. Connect creative output directly to CAC and ROAS. The goal is subscription-first creative at 300+ distinct concepts per sprint.
• Oversee TV Creative: Oversee the development of best-in-class DRTV and performance creative for our first forays into the channel.
• Lead the Creative Team: Manage and develop a small but high-impact team. Andre shifts towards production operations and AI workflows; you shift the team from execution to creative excellence.

Requirements

• Performance creative at scale: 5+ years leading performance creative for DTC brands running £500k+/month in adspend on Meta. You have seen what works at scale, what breaks, and what separates a good creative account from a great one.
• Concept, brief, direct: You are a creative, not just a creative manager. You can generate concepts, write briefs that unlock the team, and give direction that raises the ceiling. You get in the weeds to lead your team.
• Emotional creative instinct: You know why some ads make people feel something and others do not. You can articulate emotional hooks, human truth, and brand voice, and direct a team toward it.
• Brand and visual quality: You have strong visual sensibility and aesthetic standards. You can elevate the quality of what the team produces without losing performance.
• Team leadership: You have managed creative teams at real scale and developed talent above where you found it. Junior creatives grow into senior creatives under you.
• Systems thinking: You build repeatable systems for ideation, briefing, and production. You do not rely on hero moments to hit volume.
• Data fluency: You read creative performance data fluently (Meta reporting, iteration mapping, hook rate, hold rate, CTR to CVR) and use it to inform decisions, not to justify them.
• AI creative tooling fluency: You have a demonstrated history of using AI to multiply creative output, not to replace craft. You know which AI tools work today, which do not, and where the frontier is moving.
• Structured operator behaviors: Forecasting output, weekly reporting cadence, explicit decision rules, written planning. You are not just a great creative. You are someone the team can rely on. Your work is legible.
• Startup intensity: 50+ hours a week, async, in a high-ownership culture. Outcomes over hours, but the outcomes here require real intensity.

Preferred

• Agentic: You're a doer. You’ve been pulled into important problems, taken risks, excelled in new areas.
• Brand identity project experience: You have led or been the senior voice on a brand refresh, rebrand, or visual identity evolution.
• EU multi-market creative: Direct experience directing creative across multiple European markets, particularly Germany and/or Netherlands.
• Regulated category experience: Health, wellness, GLP-1, telehealth, or any category where ASA / CAP / GPhC compliance shapes the creative every day.
• Broadcast and long-form video: CTV, DR TV, Linear TV, or YouTube long-form video creative experience.
• Cross-channel paid social: Direct experience running creative on TikTok, YouTube shorts, Snap, or other paid social platforms beyond Meta.
• Landing page collaboration: You have worked closely with CRO or product teams on the ad-to-LP handoff and understand where creative ends and LP begins.
• Founder-adjacent mindset: You have founded something in the past (however small), or you plan to. You have taken risks, been pulled into important problems, and excelled in unfamiliar territory.

Benefits

• Healthcare: comprehensive medical insurance (if appropriate)
• Vacation: PTO with a yearly minimum (2+ weeks + national holidays)
• Remote: fully distributed, fully async
• Personal development: $1,200/yr for books, courses, coaching
• Personal wellness: $1,200/yr for gym, health apps
• Coaching: free biweekly health coaching
• Equipment: MacBook + work-from-home equipment provided
• What are we missing? We're still early so you get to shape our culture.