Performance Creative Strategist, University Communication and Marketing

Responsibilities

• Creative Analysis and Testing
• Conduct asset-level creative analysis weekly: what worked, why and what to do next. Tag winning elements (hook type, CTA style, format, visual approach) to build a learning library over time.
• Monitor key creative metrics including hook rate, hold rate, click-through rate, frequency and conversion rate.
• Build and maintain dashboards that track performance by concept, angle, hook, format, audience and program.
• Maintain consistent creative output: develop and launch new concepts, angles and hooks each testing cycle, balancing quality and volume.
• Develop a creative testing roadmap: Define hypotheses, set performance goals and determine whether to iterate, scale or retire creative elements.
• Use AI tools to streamline creative analysis: Analyze performance, identify trends and generate insights to focus more time on strategy.
• Present clear, actionable findings to University Marketing leadership.
• Audience Research and Concept Development:
• Research prospective student motivations, objections and decision factors using admissions insights, CRM data, social listening, competitor and libraries and creative trends.

Requirements

• Bachelor’s degree in marketing, advertising, communications, business, data analytics or a related field, or equivalent education and experience.
• 2+ years of experience developing, analyzing or optimizing paid digital advertising creative assets.
• Advanced Excel or Google Sheets skills, including pivot tables, lookups and data cleanup.
• Fluency in creative performance metrics: hook rate, hold rate, CTR, frequency and conversion rate.
• Proficiency in creative analytics tools and research platforms.
• Understanding of paid social channels and how media buying decisions affect creative strategy.
• Ability to quickly generate and refine strategic creative ideas.
• Proficiency in analyzing, cleaning and visualizing data to identify actionable insights.
• Strong copywriting skills, including hooks, headlines, ad copy, calls to action and testable creative briefs.
• Experience scripting, storyboarding and producing static, motion and short-form video assets.