Head of Performance Creative Strategy

Responsibilities

• Set the direction. Own the creative strategy direction for advisor acquisition (tone, pacing, and the guardrails that keep the work recognizably Fora as volume scales) and the persona set concepts are built against. Named audiences with a real buying context, not demographic buckets.
• Own the testing system. Build the roadmap of concepts and angles tied to channel and audience hypotheses rather than a queue of asset requests, the framework that makes tests readable (hypotheses, isolated variables, decision criteria), and the library of learnings that keeps the team compounding instead of re-testing the same ideas.
• Turn performance into the next round. Read results by concept, angle, and format, hold a clear point of view on what to scale, iterate, or retire, and translate that into the next set of briefs.
• Brief and ship. Work with the Creative Studio (design, copy) to turn concepts into shippable assets across static, video, and emerging formats. The Studio doesn't report to you, so this runs on the quality of your briefs and the relationship, not on authority. Until there's a team, you're writing those briefs yourself.
• Partner with the channel owners. Work with the Growth Marketing Managers on channel-specific needs, knowing what a winning ad looks like on each platform rather than repurposing one asset everywhere, and collaborate on the hooks and messaging that carry past the click so the ad and the landing page make the same promise.
• Design the creator and UGC program. Fora hasn't run creator creative yet, because anyone speaking on the brand's behalf can be mistaken for a credentialed travel advisor, and no one has owned solving it. Work out what a compliant creator engine looks like here, including whether Fora's own advisor community is the answer, and build the briefs and formats that make it repeatable.
• Use AI as core infrastructure. Keep finding new ways to use it to increase productivity without decreasing quality.
• Do the work, then resource it. This is a hands-on seat, not a delegating one. As the work outgrows one person, you make the case for support and bring on contractors and freelancers before full-time roles.

Requirements

• At least 3 years owning creative strategy for performance and direct-response marketing. You think in hooks, angles, and formats, not just campaigns.
• A track record of running structured creative testing programs, with the ability to isolate what changed and why a test won or lost.
• Comfort translating ambiguous performance data into concrete creative direction and briefs that other people (designers, copywriters, AI tools) can execute against.
• Genuine, hands-on fluency with AI creative tools (e.g., research, data analysis, image/video generation, copy generation, rapid variant production) as part of your daily workflow. You should be able to walk us through where it sits in your process, and just as importantly, where you've decided it doesn't belong.
• You've managed or mentored a team of creatives, and you're willing to do the work yourself until there's a team to hand it to.
• Experience making ads for elevated brands. You've worked where taste is part of the job, and you know the difference between creative that converts and creative that converts while quietly cheapening the brand.
• Strong collaborator instincts. This role only works in tight partnership with the Growth Marketing Managers, Creative Studio, and Data, and you should be energized by shared ownership rather than needing sole credit.
• An eye for craft, but a strategist's mindset first. You care more about what makes an ad convert than about producing the asset yourself.
• High ownership mentality. You treat creative performance as yours to drive, not a brief to hand off and wait on.

Preferred

• Prior experience in subscription or marketplace growth marketing.
• A mix of agency and in-house experience.
• A genuine interest in travel.
• You've built a creator or UGC program inside a real constraint.
• You've stood up a creative strategy function where none existed before.

Benefits

• Unlimited vacation
• Health Insurance (including an option completely covered by Fora HQ)
• Dental & Vision Insurance
• Wellhub Memberships
• 401k plan with company match
• Commuter Benefits
• Supplemental Life Insurance
• Stock Options