Responsibilities

• Own the strategic roadmap for paid marketing creative across social, paid search, display platforms, YouTube, and emerging upper-funnel channels.
• Identify new creative angles, messaging frameworks, hooks, and formats to continuously improve marketing performance.
• Study and reverse-engineer viral content patterns—including hook structures, narrative pacing, emotional triggers, and trend-driven formats—to inform paid creative development.
• Develop structured creative testing strategies to support ongoing experimentation and creative iteration across paid social channels.
• Build and maintain a pipeline of new concepts designed to drive measurable performance improvements across campaigns.
• Develop and refine advertising concepts that align with performance marketing goals and channel-specific best practices.
• Partner with the marketing creative team and video production partners to translate concepts into finished ads.
• Create clear creative briefs outlining messaging, audience targeting, hypotheses, and success metrics for each campaign.
• Drive development of high-performing direct response creative, particularly short-form and mid-form video with strong hooks and compelling storytelling that drive watch-through and action.
• Design and oversee a structured creative testing program to ensure consistent experimentation and learning across paid social and video channels.