Performance Creative Lead

Responsibilities

• Own paid performance creative end-to-end, including research, concepting, hooks, scripts, shot lists, shoots, editing, motion graphics, delivery, testing, learning, and iteration.
• Develop creative assets for Meta, TikTok, Instagram Reels, YouTube Shorts, YouTube, and other paid or growth channels.
• Partner directly with Growth and media buying stakeholders to understand what is winning, what is fatiguing, what is underperforming, and what creative needs to be produced next.
• Translate products, campaigns, customer pain points, reviews, creator content, and performance trends into distinct creative angles, hooks, scripts, edits, and variations.
• Build creative concepts around clear hypotheses, audiences, hooks, narratives, product benefits, offers, CTAs, and desired actions.
• Research Meta Ad Library, TikTok Creative Center, competitors, creators, trends, comments, reviews, customer insights, and performance data to generate new creative opportunities.
• Plan and run content capture sessions, including shot lists, product needs, locations, lighting, framing, talent direction, on-camera coaching, and footage capture.
• Edit short-form video with strong pacing, sound design, typography, product storytelling, motion graphics, and thumb-stopping openings.
• Turn existing UGC, influencer content, product footage, testimonials, founder content, customer reviews, and prior campaigns into net-new performance assets.
• Create platform-native creative that feels built for the feed while maintaining a premium, brand-right standard.

Requirements

• 5-8+ years of relevant creative experience in performance creative, paid social, direct response advertising, ecommerce, DTC, advertising creative, video production, motion design, or multidisciplinary creative production.
• Strong portfolio showing paid social, ecommerce, acquisition, product launch, UGC-style, or direct-response creative work.
• Ability to clearly explain the strategy behind creative work, including the audience, insight, hook, angle, hypothesis, intended metric, performance result, and next iteration.
• Strong understanding of what makes a paid ad work, including hooks, thumb-stop, pacing, structure, offer, CTA, product storytelling, and conversion-focused messaging.
• Hands-on ability to concept, script, shoot, direct, edit, and deliver a performance creative independently.
• Strong video editing skills, including pacing, sound design, typography, motion graphics, and short-form storytelling.
• Experience creating assets for Meta, TikTok, Instagram Reels, YouTube Shorts, YouTube, and other paid media channels.
• Working knowledge of paid media performance metrics such as CTR, hook rate, thumb-stop rate, hold rate, video retention, CVR, CPC, CPA/CAC, ROAS, fatigue, and creative testing results.
• Proficiency with Adobe Premiere Pro, After Effects, Adobe Creative Cloud, and Figma or Adobe Illustrator.
• Familiarity with modern production and editing tools such as CapCut, Descript, AI video tools, AI image tools, captioning tools, and other AI-assisted creative workflows.

Preferred

• Background in a digital advertising agency, performance creative agency, media agency, high-growth DTC brand, consumer electronics brand, CPG company, or ecommerce-driven business.
• Experience creating paid creative for consumer products, sports, outdoor, lifestyle, golf, technology, or subscription/membership products.
• Experience directing creators, talent, editors, freelancers, or production partners.
• Experience using customer reviews, creator content, founder content, product demos, testimonials, and competitive research to build a performance creative.
• Experience with high-volume creative testing environments where speed, quality, and iteration all matter.
• Familiarity with studio production, product capture, lighting basics, on-camera coaching, and content capture workflows.
• Comfort working in a fast-moving, entrepreneurial environment with shifting priorities and high expectations for ownership.

Benefits

• Competitive salary and bonuses
• Medical, dental, vision & supplemental coverage
• 401(k) with 3% match
• Unlimited paid time off, including holidays and sick leave
• In person; San Diego