Responsibilities

• Build and maintain the creative testing roadmap for Meta
• Research customers, competitors, market trends, and winning ad formats
• Develop new concepts, angles, hooks, scripts, headlines, and primary copy
• Create clear briefs that editors can execute without unnecessary back-and-forth
• Review creative performance with media buyers and identify why ads win or lose
• Iterate quickly on winning concepts before performance declines
• Build repeatable systems for producing and learning from creative at scale
• Maintain a strong pipeline of new concepts so the account never runs out of tests

Requirements

• You understand direct-response psychology and know how to turn customer pain points into compelling creative
• You understand awareness levels and write differently to each one
• You can separate a strong concept from a polished but ineffective ad
• You are comfortable using performance data to make creative decisions
• You are AI forward: AI is already part of how you research, ideate, and produce, and none of it reads like AI slop
• You communicate clearly with editors, media buyers, and leadership
• You move quickly, take ownership, and do not need constant direction
• You have created ads that spent $100K+ in a single month, and you can show it.