Responsibilities

• Own the creative roadmap
• Set and prioritize the paid creative pipeline: which products, angles, formats, and hooks get made, in what order, and why.
• Concept new ads from scratch, from big campaign ideas to quick iPhone hook tests, and write scripts and copy in Shinesty's voice.
• Build a real testing system: hypotheses, variables, volume, and a cadence that keeps fresh creative hitting the account and scaling.
• Read the numbers and act on them
• Live in creative analytics. Know which ads are scaling and why, which are fading, and what to do about both.
• Diagnose underperformers at the component level (hook, body, offer, format, landing page match) and fix them rather than just pulling them.
• Turn winners into families: iterate on what's working with new hooks, cuts, lengths, formats, and angles before they fatigue.
• Report clearly on what shipped, what worked, what didn't, and what's next. Our attribution runs through Northbeam and our own dashboards, not the Meta ads manager's opinion of itself.
• Lead the people making the creative

Requirements

• Left brain and right brain, both switched on. You can pitch a concept that makes the room laugh, then explain in plain numbers why it beat the control. One without the other doesn't work here.
• An endless well of ideas. You have more concepts than you'll ever get to make, and it doesn't bother you to cut the weak ones. You know a good idea is worth nothing until it's scaling efficiently in our accounts.
• Fluent in creative analytics and paid KPIs. Hook rate, hold rate, thumbstop, CTR, CPA, ROAS, MER, nCAC, incrementality, and especially spend as a signal. You know which ones matter for which decision, and you know when the platform's numbers are probably lying to you.
• Meta-native. You know Meta creative best practices inside and out and when to call “ BS” on them: what works in feed vs. Reels vs. Stories, how to structure a first 3 seconds, how to build creative for Advantage+ and broad targeting, how to keep a winner alive.
• A player/coach. You've managed people, agencies, or both, and you're still producing great work yourself. You give feedback that improves the ad and the person making it.
• Gritty. You get things made. Sourcing talent, shot-listing, directing on set, shooting a hook test on your phone, chasing an editor for a cut, whatever it takes to get the test live this week instead of next.
• Funny, with range. You can write in Shinesty's voice, and you can write in a creator's voice for a UGC script without it sounding like a brand wearing a costume. You know the difference between funny and funny-that-sells.
• A clear communicator. You brief agencies cleanly, give producers direction they can act on, and report to leadership without burying the point.
• Experienced. Typically 5+ years in paid creative strategy, growth creative, or performance marketing for a DTC or e-commerce brand, with real spend behind your work. Managing agencies and/or direct reports for at least some of that.

Preferred

• Meta-native. You know Meta creative best practices inside and out and when to call “ BS” on them: what works in feed vs. Reels vs. Stories, how to structure a first 3 seconds, how to build creative for Advantage+ and broad targeting, how to keep a winner alive. Familiarity with YouTube, CTV, TikTok, AppLovin, and linear TV creative is a big plus.

Benefits

• Medical, dental, and vision insurance
• Flexible PTO: no accrual, take what you need
• Flexible working hours: get your work done and generate results
• Dog-friendly office
• Discounted and occasionally free products from Shinesty.com
• Relocation assistance offered if you’re not already local.