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

• The person we want has an unfair amount of ideas and the grit to get them produced and tested.
• But ideas alone don't cut it here. You have to love the numbers as much as the comedy and ad creativity: reading creative analytics, spotting what's scaling and why, helping killing what isn't, and turning both into the next round of tests.
• You need a sense of humor. Not "I enjoy a good meme" humor. The kind where you can take a pair of underwear with a pouch for your balls and write ten different ways to sell it that make people laugh and still land the need-to-knows about the product.
• 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.
• 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.
• Fluent in creative analytics and paid KPIs. Hook rate, hold rate, thumbstop, CTR, CPA, ROAS, MER, nCAC, incrementality, and especially spend as a signal.
• 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.
• Experience. 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.
• Where the work runs. Meta is the main event and where most of your creative thinking will go. We also run creative across YouTube, CTV, linear TV, TikTok, AppLovin, and other channels as they earn budget, so you'll be adapting concepts and formats for each rather than copy-pasting the Meta cut everywhere.

Preferred

• Familiarity with YouTube, CTV, TikTok, AppLovin, and linear TV creative is a big plus.
• 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.
• Gritty. You get things made.
• 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.
• 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.

Benefits

• Hybrid schedule, majority of days in office (we have spaces in both Boulder and Denver).
• Relocation assistance offered if you’re not already local.
• Laptop plus whatever other equipment you need
• Access to any AI or other creative platforms that will make you better at your job
• 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
• Work with a insanely smart, motivated, creative, and fun group of people