Responsibilities

• Angle and concept strategy. Own the angle portfolio - which psychological territories we attack, which we retire, what we test next. You set the direction, not the deliverable.
• The testing roadmap. Build and run the creative testing calendar: what gets tested, at what spend, against what benchmark, and what the read means.
• Performance accountability. You carry a number - hook rate, hold rate, CPA, spend efficiency on the creative you own. You report on it and you defend it.
• The production pipeline. Own briefs, creators, editors, and turnaround. Your pipeline ships on schedule or you fix the pipeline.
• Junior strategists. Train and manage juniors under you. Review their concepts, sharpen their instincts, and build the bench that lets you scale past your own output.
• Winner scaling and iteration. Take proven winners and systematically build the next generation off them. Most of scale lives here.
• Market intelligence. Own the competitive read - know what's working across the category before anyone else does, and turn it into a testable thesis.

Requirements

• Proven Creative Strategist experience at a DTC brand or agency operating at serious scale
• $1M+ in lifetime ad spend behind ads you personally concepted, with proof
• You've scaled an account, not just contributed to one - you can name the number when you arrived and when you left
• You can build a testing roadmap from a blank page and defend every line of it
• You can articulate why an ad won or flopped - with specifics, not vibes
• Deep command of marketing psychology, not just format trends
• You've briefed and directed creators, and you can manage people without being asked to