Responsibilities

• Own the paid creative strategy across all DTC paid channels — Meta, TikTok, Google/PMax, programmatic, and affiliates. Set a clear creative direction per platform based on audience stage, algorithm dynamics, and spend efficiency
• Translate business objectives and trading priorities into channel-level creative briefs with precision. Definie hook type, format, offer framing, talent vs. product approach, and messaging hierarchy
• Build and maintain a deep understanding of platform creative best practices, creative fatigue cycles, and format innovation across all paid channels
• Act as the creative authority within DTC paid media. Ensure creative decisions are grounded in both commercial data and brand integrity
• Design and own a structured creative testing framework including a hypothesis bank tied to audience segments and funnel stage, a variable matrix, and defined statistical confidence thresholds before scaling winners
• Set the creative testing roadmap and priorities, briefing the Performance Content Producer to execute tests against a clear plan
• Run a regular creative performance review with the Acquisition team and media buying partners, translating performance signals (CTR, CVR, ROAS, creative fatigue rate) into a rolling brief for production
• Ensure insights compound across campaigns building a living knowledge base of what works by channel, audience, and product category
• Own the creative brief into and feedback loop out of any external creative agency or media buying partner
• Work closely with the Director of Acquisition to align creative strategy to media investment decisions and channel budget allocation