Sr. Creative Strategist

Sr. Creative Strategist New York, NY The Role You live in the ad account. You think in hooks, angles, and offer frames. You can look at a static, a VSL, or a UGC ad and tell someone exactly why it is or is not working. We are looking for a Senior Creative Strategist who has been in the direct-response trenches at a high-performing DTC brand or agency and has the win rate to prove it. You understand the full lifecycle of performance creative: research, ideation, briefing, production, testing, analysis, iteration. You do not just come up with ideas. You come up with ideas that scale. This is a hands-on, high-output role. You will be embedded in the data, the ad accounts, the creative testing pipeline, and the production process daily. What You Will Do Creative Research & Consumer Mining. You are the person who finds the angle no one else sees. You will systematically mine customer reviews, support tickets, Reddit threads, Amazon Q&As, competitor ads (via Foreplay, Meta Ad Library, TikTok Creative Center), testimonial calls, and survey data to extract the emotional triggers, objections, and language patterns that fuel winning creative. You will maintain a living swipe file and insight bank that the entire creative team draws from. Hook & Angle Development. Develop and maintain a structured hook taxonomy. You think in frameworks: problem-solution, social proof lead, pattern interrupt, UGC native, authority, curiosity gap, contrarian, before-after-bridge. You know which structures work at which stages of the funnel and for which awareness levels. You will build and own the angle mapping system that ties creative concepts to customer segments and buying stages. Creative Briefing & Scripting. Write highly specific creative briefs that leave nothing to interpretation. Your briefs include the hook, the angle, the offer frame, the target audience segment, the awareness level, the emotional driver, the proof points, the CTA logic, and reference examples. You script VSLs, UGC ads, and long-form advertorials with precision. You know the difference between a 15-second hook-to-CTA TikTok and a 3-minute YouTube pre-roll and you brief accordingly. Creative Testing & Analysis. Own the creative testing framework. You will design structured test matrices: hook tests, body tests, CTA tests, offer frame tests, format tests. You understand statistical significance, minimum viable sample sizes, and when to kill or scale a concept. You track and report on hook rate, hold rate, CTR, CVR, CPA, ROAS, and creative fatigue indicators. You will build and maintain creative scorecards and a performance database so the team learns from every test, not just the winners. Ad Account Fluency. You are comfortable inside Meta Ads Manager, TikTok Ads Manager, and other paid platforms. You do not need to be a media buyer, but you need to read performance data natively, understand how auction dynamics and audience targeting interact with creative, and translate media-side signals into creative-side action. You know what a high CPM with a low CTR means for your hook. You know what post-click drop-off means for your landing page or VSL. Landing Page & Funnel Creative. You do not stop at the ad. You think through the full click-to-conversion path. You will write or direct landing page copy, lead magnet frameworks, advertorial flows, quiz funnels, and email sequences that maintain message match and conversion momentum from the first impression through the sale. UGC & Creator Direction. Write detailed creator briefs with shot-by-shot direction. You know how to cast the right creator for the right audience segment. You understand the nuances of platform-native content and can direct creators to deliver authentic, high-converting assets without over-producing them. Iteration & Scale. You understand that the first version of anything is a hypothesis. You will build iteration frameworks that let the team rapidly produce variations on winning concepts: new hooks on a proven body, new visuals on a proven script, new formats on a proven angle. You know how to extend the life of a winning ad and how to recognize when a concept is truly exhausted. Who You Are 4+ years in direct-response creative strategy, ideally at a DTC brand doing $10M+ in annual paid spend or a performance creative agency with a roster of scaling brands. Supplement, health, wellness, or beauty experience is a major plus. You are someone who: Has a documented track record of producing winning ads at scale. You can walk us through specific campaigns, the creative decisions you made, and the performance outcomes Is deeply technical about creative performance. You speak fluently about hook rates, MER, contribution margin, blended ROAS, creative velocity, and testing cadence Understands the regulatory landscape of DTC and supplements. You know FTC guidelines, FDA structure/function claim rules, platform ad policies, and how to write compliant copy that still sells Can write. Not "has good ideas and someone else writes them." You can personally write a high-converting VSL script, a UGC brief, an advertorial, and a landing page Is tool-fluent. You work daily with some combination of: Motion, Foreplay, Triple Whale, Hyros, Minea, VidTao, Meta Ad Library, TikTok Creative Center, Google Ads Transparency Center, and creative project management tools like Notion, Air, or Frame.io Is competitive. You want to win. You track your win rate. You study what top advertisers in your category are doing and you want to beat them Is fast. You understand that creative velocity is a strategic advantage. You can produce high-quality briefs and scripts at a pace that keeps up with aggressive testing cadences You have built creative systems. You have not just made ads. You have built the processes, templates, scorecards, and knowledge bases that let a creative team operate at scale. You think in systems, not just executions. Thesis