Own and scale the UK creative strategy by unifying multi-channel work into a clear, data-informed plan that guides fast, high-quality campaigns across Meta, YouTube, and offline formats.

• Built and scaled the UK creative engine: You’d be reviewing our existing strategy and performance, to build a repeatable strategy across Meta, YouTube, and offline formats like print to ensure we’re showing up effectively across the whole funnel.
• Crafted "strategically sharp" briefs: You would have written inspiring briefs that didn't just ask for "an ad," but defined the specific audience tension and the commercial problem we’re trying to solve.
• Led our Meta agency partner: You’d have spent time providing clear strategic feedback and priorities to our external performance agency, pushing them to improve iteration speed and creative quality.
• Masterminded a testing roadmap: You wouldn't just be "guessing"—you’d be defining hypotheses and learning agendas for creative tests, then synthesising those results into your next big campaign.
• Collaborated on Limited Editions: You might have provided the UK "lens" for a global product launch, ensuring our cultural nuances were represented while staying true to the global brand.
• One of your first major pieces of work will be a full audit of our current performance creative strategy - assessing what's working, what isn't, and where the biggest opportunities lie to refine or overhaul our approach. You’re comfortable going deep into the detail while keeping one eye on the bigger picture, and you know how to translate analysis into a clear point of view that the business can act on.
• You are adaptable to change
• You are self-directed and proactive: you have the ability to create your own structure when one isn't handed to you — setting your own priorities, flagging blockers early, and identifying where you need additional support or input.