Head of Performance Creative at AIOS — Remote, $150,000-$300,000/yr + 0.10%-0.30% equity

Responsibilities

• Creative Strategy : Set the creative direction for all performance creative, primarily Meta ($3M+/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 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.
• 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. André shifts towards production operations and AI workflows; you shift the team from execution to creative excellence.

Requirements

• Experience : 5+ years leading performance creative for DTC brands running £1m+/month in ad spend 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 manager. You generate concepts, write briefs that unlock the team, and give direction that raises the ceiling. You get in the weeds to lead.
• Emotional Instinct : You know why some ads make people feel something and others do not. You can articulate emotional hooks, human truth, and brand voice.
• Craft : You have strong performance craft. You understand what visual quality specifically unlocks in Meta creative (hook, hold, message clarity, scroll-stopping composition) and can elevate the quality of what the team produces without losing performance.
• 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 native : 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.
• Structure : Forecasting output, weekly reporting cadence, explicit decision rules, written planning. You are not just a great creative, you are someone the broader 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, and excelled in new areas.
• Volume creative testing : You have run creative operations at 100+ distinct concepts per sprint.
• 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 (≥2wks/yr + local national holidays)
• Personal development : budget for books, courses, coaching.
• Personal wellness : budget for gym, health apps.
• GLP-1s : free membership with a clinic offering GLP-1s.
• Equipment : Macbook & work-from-home equipment provided as needed.
• What are we missing? We're still early so you get to shape our culture.