Senior Creative Strategist - Paid Social (Meta Ads)

About the Role

At Pavago, one of our clients is hiring a Senior Creative Strategist – Paid Social (Meta Ads) to lead creative-first performance marketing across Facebook and Instagram.

This is not a traditional media buying role focused primarily on dashboards, bids, and campaign settings. Your biggest impact will come from developing winning ad concepts, compelling hooks, conversion-focused messaging, strong creative briefs, and stories that turn attention into revenue .

You’ll own the creative-performance cycle from idea → creative strategy → launch → testing → optimization → scale .

If you understand why an ad converts — and can consistently turn those insights into better creative — this role is built for you.

What You’ll Own

Creative Strategy – Primary Focus

• Develop original ad angles, hooks, messaging frameworks, and campaign narratives
• Generate new creative concepts based on audience pain points, desires, objections, and buying behavior
• Write detailed, conversion-focused creative briefs for designers, video editors, and UGC creators
• Develop UGC concepts, scripts, storytelling structures, and video direction
• Create concepts for static, video, and short-form paid social ads
• Continuously develop and test new creative variations
• Turn performance insights into the next generation of creative concepts

Meta Ads Campaign Management

• Own and scale Facebook and Instagram advertising campaigns
• Manage campaigns from launch through optimization and scaling
• Work across multiple client accounts simultaneously
• Manage monthly ad budgets ranging from $10K to $250K+
• Maintain accountability for:
• CPL
• CPA
• ROAS
• Conversion rates
• Revenue performance
• Identify opportunities to scale while maintaining efficiency

Creative Testing & Performance Optimization

• Review campaign and creative performance daily
• Identify winning creatives, hooks, formats, and messaging angles
• Build structured creative testing plans
• Test variations across:
• Hooks
• Offers
• Messaging
• Visual concepts
• UGC formats
• CTAs
• Audiences
• Scale winning concepts and quickly replace creative fatigue
• Pause or iterate underperforming concepts based on data

Creative + Data Feedback Loop

• Use performance data to understand why creatives succeed or fail
• Translate CTR, CPL, CPA, ROAS, and conversion data into creative decisions
• Identify patterns across winning and losing ads
• Refine messaging, storytelling, positioning, and offers based on campaign insights
• Build a repeatable system for turning performance data into better creative
• Maintain a consistent pipeline of fresh concepts for testing

UGC & Performance Creative

• Develop UGC strategies designed specifically for paid acquisition
• Write scripts and creative direction for creators
• Coordinate concepts across designers, editors, and UGC creators
• Understand pacing, hooks, storytelling, visual hierarchy, and CTAs for short-form ads
• Repurpose winning concepts into multiple creative formats and variations

Collaboration & Ownership

• Work closely with designers, editors, creators, and internal marketing teams
• Provide clear creative direction and actionable feedback
• Keep creative production aligned with campaign priorities
• Connect creative strategy directly to revenue and growth objectives
• Operate independently with strong ownership over performance outcomes

Must-Have Experience & Skills

• 3+ years of hands-on experience running Facebook and Instagram Ads
• Proven experience managing $10K+ in monthly ad spend , preferably significantly higher
• Experience managing multiple advertising accounts simultaneously; 5+ accounts preferred
• Strong hands-on experience with:
• Creative strategy
• Ad concept development
• Messaging and positioning
• Creative brief writing
• Paid social storytelling
• UGC concepts
• Static and video ad concepts
• Strong command of Meta Ads Manager
• Experience with Facebook Business Suite, Meta Pixel, conversion tracking, and campaign optimization
• Strong copywriting ability across hooks, CTAs, headlines, and ad messaging
• Ability to interpret campaign data and translate it into creative decisions
• Strong written and verbal English communication
• Ability to work independently during EST hours

Important: Candidates whose experience is limited to operational campaign management or media buying — without direct ownership of creative strategy, messaging, ad concepts, and creative direction — will not be a fit for this role.

What Separates Top Candidates

• Portfolio of proven winning creatives across UGC, static ads, and short-form video
• Experience managing $50K–$250K+ monthly Meta ad budgets
• Ability to clearly explain what they personally contributed to winning campaigns
• Deep understanding of creative psychology, consumer behavior, conversion flows, and offer positioning
• Experience managing UGC workflows and creator coordination
• Experience directing video production and performance creative
• Strong understanding of creative fatigue and testing velocity
• Daily use of ChatGPT or other AI tools for creative research, ideation, iteration, and production workflows

Tools & Platforms

Meta Ads Manager | Facebook Business Suite | Meta Pixel | UGC & Creative Tools | Analytics & Conversion Tracking | ChatGPT | AI Creative Tools

What Makes You a Strong Fit

• You think creative-first, not dashboard-first
• You understand the relationship between creative → offer → conversion
• You can explain why an ad worked — not simply report that it worked
• You combine strong creative instincts with analytical decision-making
• You test aggressively and learn quickly
• You proactively bring new concepts rather than waiting for briefs
• You care about revenue and conversion performance, not vanity metrics
• You thrive in fast-paced, performance-driven environments

What a Typical Day Looks Like

You may start by reviewing Meta campaign performance and identifying winning and fatigued creatives. From there, you’ll develop new hooks and ad angles, write briefs for designers and UGC creators, launch new tests, and analyze CPL, CPA, CTR, and ROAS.

You’ll continuously move between creative ideation, campaign execution, performance analysis, and iteration .

In short: you drive paid social growth by combining exceptional creative strategy with performance-focused Meta Ads execution.

Key Metrics for Success

• Improvement in CPL, CPA, and ROAS
• Revenue generated through paid social
• Number and consistency of winning creatives
• Creative testing velocity
• Speed from insight → concept → launch
• Campaign scalability
• Conversion performance across accounts
• Ability to maintain performance as spend increases
• Quality and consistency of creative output

Why This Role Stands Out

• Creative-first performance marketing role
• Ownership across both strategy and execution
• Direct impact on growth and revenue
• Opportunity to shape messaging and creative direction at scale
• Exposure to paid social, UGC systems, performance creative, and growth marketing
• Growth opportunities into Creative Director, Head of Paid Social, or Growth Marketing leadership