Job Description
About the Company
Our client operates two DTC health brands, bootstrapped and profitable, with 200,000+ customers globally. The flagship brand is a premium, multi-ingredient daily longevity drink. The flagship brand's customer is worth roughly 6x the value of the client's other brand's customer.
The client's other brand is the more established business, founded in 2021, roughly $35M annual revenue, 10 products, now shifting from growth-at-all-costs into profit optimisation.
Core markets in priority order: USA, Canada, UK, New Zealand. Brand language for the flagship is American English, with ads localised to UK English and local currency offers for non-US regions.
Role Overview
This is a remote (United States) Head of Paid Creative role, reporting to the CEO, with a future report line into a CMO once that role is filled. Title is open, Head of Paid Creative, Head of Paid Creative Strategy, or Director of Paid Creative Strategy, depending on what lands best in-market.
This person will be genuinely excellent at performance creative, someone who has personally made ads that scaled, and who happens to lead a team. Not a manager who oversees creative from a distance. This person will be the best creative strategist in the room and will raise everyone else to their standard, knowing where to focus budget, attention, and resource to get results on Meta for the client's longevity health brand. The focus is on LTV:CAC, profitability, and scaling the account. The split of attention: 80% flagship brand, 20% the other brand.
What They Own
End to end: the creative that goes into the client's paid accounts, and the performance of that creative once it's live. That means:
- Creative strategy: angles, hooks, personas, offers, testing frameworks, and what should be made next.
- The full production pipeline from concept brief through design/edit, review, and live in the ad account, tracked in a project management tool.
- A team of creative strategists, designers and video editors.
- The creative relationships with the client's content agencies and media buying agency, alongside the internal team.
- The creative talent mix and deploying scalable solutions to increase diversity of content in the account: creators, content houses, studios, AI video, UGC, whitelisting assets.
- Creative reporting and the KPIs of everyone on the team.
Channels: Meta primarily (~75% of spend), plus Google/YouTube (25%) and TikTok launching soon with TikTok Shop Q1 next year (US).
What They Don't Own
Organic social, community, email, PR and blogs sit elsewhere. CRO and website is managed by a different team but in house. Partnerships and creator sourcing sit with the Head of Partnerships, this role will work closely with that team but won't manage it.
This is a paid performance content role focused on scaling DTC while protecting and elevating the brand.
The Team You Inherit
- Creative Strategists: 1 full-time (US, ET) + 1 part-time (US, ET).
- Open seat, 1 full-time Creative Strategist to be hired, budget already approved
- Open seat, Creative coordinator managing the flow of content through the project pipeline from strategists through to editors and designers to ad accounts.
- Senior Designer, 1 (Australia).
- Senior Designer, 1 (US).
- Designer/Editor, 1 full-time (Philippines).
- Designer/Editor, 1 part-time (Philippines).
Plus agency capacity: the main agency delivers a set volume of unique videos per month with several hooks each, and the client is bringing on a dedicated statics agency and a US video agency. This person will decide whether to keep, expand, or cut these. There is also a static asset design agency producing content for the flagship brand monthly.
Who They're Looking For
Essential
- Deep, hands-on Meta expertise. Understands what actually works on the platform right now, not theory, not last year's playbook.
- A track record of creative personally conceived that scaled and held, with the ability to walk through specific ads, why they worked, and what was learned when they didn't.
- Experience owning creative for a substantial monthly Meta budget in a DTC business.
- Genuine creative strategy ability: angles, hooks, personas, offers, testing frameworks, not just production management.
- The ability to lead by example, setting the standard and giving sharp, specific feedback on what good looks like.
- Comfort with data, wanting a hit-rate dashboard rather than being intimidated by one.
- Willingness to diversify how content is sourced: pay-to-play creators, content houses, studio days, AI video, and the judgment to know which is worth it.
Nice to Have
- Supplements, health, wellness or longevity category experience.
- Experience scaling a US market from a base built for another region.
- Subscription/retention-led business background.
Not Required
- Agency pedigree. What matters is what was made and what it returned, not where it was made.