Responsibilities

• Own the creative for our Meta ads: the angles, the hooks, the scripts, the feedback loop with editors, and the read on what's working and why.
• Not a media buyer. Not a content creator. Something better.
• You sit at the intersection of creative ideation and performance analysis. You generate a steady stream of high-quality ad angles, write the scripts, brief the editors, and live in the ad account data so your next round of ideas is sharper than the last.
• This is direct response, not brand marketing. The goal is homeowner leads that turn into appointments and, ultimately, sales.
• Researching our avatars obsessively: homeowner pain points, Reddit threads, competitor ads, and what's winning in adjacent industries
• Generating new ad concepts per week, with strong iteration on anything that's working
• Writing hooks, scripts, and storyboards
• Briefing video editors, reviewing their output, and giving fast, decisive go/no-go feedback
• Reading the ad account data to inform creative decisions (a separate media buyer handles the running of ads)
• Explaining why an ad worked or didn't, using real psychological reasoning

Requirements

• You've worked as a creative strategist for brands with meaningful ad spend and have a portfolio of video ads that actually converted
• You research fanatically
• You know the TikTok ads that convert with Gen Z are nothing like what converts with a 55-year-old homeowner in middle America, and you'd never confuse the two
• You understand direct response cold. The goal isn't awareness, it's conversion
• You love copywriting. Halbert, Ogilvy, and Schwartz are your heroes
• You generate bold, outside-the-box ideas and can sustain output without burning out on the same concepts
• You're equally at home reading a spreadsheet of hook rates and dreaming up a wild new concept
• You can watch a failed ad and articulate the psychology of why it missed
• You know what stops the scroll and how to write hooks that are almost impossible to ignore
• You give video editors fast, decisive feedback, and the ads come back looking like what you had in mind

Preferred

• Experience in home improvement, lead generation, or local services is a plus, but strong DTC e-commerce backgrounds are equally welcome

Benefits

• Health insurance
• Fully remote
• High-ownership, high-trust culture with real growth opportunities as we scale across cities