Responsibilities

• Lead the creative strategy department end-to-end: manage all Creative Strategists, plan capacity, and develop the team through 1:1s, trainings, and brainstorm sessions that raise the creative bar.
• Own the research standard and build the internal frameworks that capture, store, and model insight, so strong strategy becomes repeatable across clients instead of dependent on individual talent.
• Own the internal strategy sign-off: agree the direction before strategists execute, then let them write and ship their own concepts. Hold and keep raising one creative quality bar across every strategist and every client.
• Decide which concepts and scripts get produced for each client each cycle, using the in-account signal from the Head of Performance and media buyers as an input.
• Own the SOPs, workflows, and AI adoption that make strategists more effective and efficient, cutting production time so more hours go to research and thinking.
• Drive collaboration and innovation between the creative and performance departments so insight and ideas flow both ways.
• Stay hands-on on the biggest or hardest accounts, and join client calls to present or steer creative direction where the strategy needs backing.
• Push back on clients when their creative thinking is off, defending strong strategy with clear reasoning to protect the hit rate.
• Success in 6 Months: Creative performance is predictable and replicable across clients: a hit rate above 20% across accounts, and at least one Adfluent creative in the top-3 spenders for the majority of clients.
• Research runs to a consistent standard and insight is captured in internal frameworks the whole team pulls from, rather than living and dying in individual strategists' heads.

Requirements

• Proven experience leading creative strategy for direct-to-consumer / ecommerce brands on Meta and TikTok, ideally in an agency environment.
• Deep expertise in performance creative and what makes a high-performing asset, using a modular framework (hook-body-CTA), across UGC, static, motion graphic, and high-production content.
• A track record of building repeatable systems: research methodologies, insight frameworks, SOPs, and documentation that make a team scalable rather than people-dependent.
• The ability to take product, brand, and customer data and translate it into differentiated angles and scripts that perform and hold to long-term positioning.
• Strong command of AI tools for research and scripting, and a genuine drive to innovate on both speed and quality.
• Excellent, direct communication skills. You can lead a team, present to and push back on clients, and have the hard conversations.
• Strong organisational skills and the ability to run strategy across multiple clients simultaneously.

Benefits

• The chance to build and own a department from day one. As our first Head of Creative, you set how creative strategy is done at Adfluent and grow with the agency as we scale.
• Although we're still small, we have the ambition to stay lean and grow vertical with our clients, not horizontal. This means we work with a small portfolio of clients to ensure we get them the best results. We're early in our journey with a huge amount of opportunity to learn and progress.
• Start-up sensibilities. You have the rare opportunity to work with a small but rapidly expanding group and have a huge impact on how we do things.
• Remote working. We're a modern business so working from home or abroad is no issue at all. But you're more than welcome at our office in Amsterdam too.