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Paid Social Creative Strategist
Paid Social is our primary acquisition engine, and we're looking for the person who will own the creative strategy behind it. This role exists because great creative is what separates brands that scale from brands that plateau.
You'll be the driving force behind scroll-stopping, conversion-led creative across Meta, TikTok and YouTube. You'll turn customer insight into testable concepts, briefs into top-performing ads, and performance data into your next iteration. If you watch competitors' ads for fun, obsess over hooks, and get a genuine thrill when a creative you conceived starts scaling - this is your role.
What You'll Own
- Lead creative strategy across paid social for the UK market - Meta, TikTok and YouTube - with a direct line to new customer acquisition and CAC targets
- Build and manage a structured creative testing roadmap: clear hypotheses, prioritised experiments, consistent pipeline
- Translate deep customer insight, understanding customer pain points and transforming them into briefs and concepts rooted in real motivations and purchase barriers
- Write scripts and briefs that convert, from thumb-stopping hook to CTA, giving the creative team direction they can execute without ambiguity
- Stay ahead of platform trends on Meta, TikTok and YouTube - identifying what's working, why it's working, and how to apply it before it's oversaturated
- Partner with the performance team to analyse results using CTR, hook rate, thumb-stop rate, CPA and CVR - deciding what to scale, what to iterate, and what to kill
- Maintain a high creative output without sacrificing quality - keeping multiple concepts, tests and briefs moving simultaneously
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What Success Looks Like
- A consistent pipeline of live creative tests with clear hypotheses and rapid iteration cycles
- Improving hook rate and thumb-stop rate quarter-on-quarter across priority channels
- CAC held within target as paid social volume scales
- Briefs that need minimal rework - the creative team knows exactly what's needed and why
- Creative concepts clearly tied to specific customer personas and product fit, not generic "nutrition brand" output
Skills & Experience
Must-Have
- 2+ years in paid social creative strategy, with hands-on experience across Meta and TikTok (YouTube a strong plus)
- Proven track record of data-driven creative that delivered measurable performance improvements
- Fluent in creative performance metrics: CPA, CPM, CTR, CVR, hook rate, thumb-stop rate
- Exceptional copywriting - you write hooks that stop people mid-scroll and briefs that leave no room for misinterpretation
- DTC experience; you know how to market real products to real people
- Self-directed and organised - you create structure in ambiguity and don't need a playbook handed to you
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Nice-to-Have
- Experience in health, wellness or nutrition - familiarity with our customer mindset is a genuine advantage
- Comfort with UGC-led creative and influencer brief writing
- Experience working with or briefing video production teams
Behaviours & Traits
- Ownership mindset - you treat your channel's performance like it's your business
- Obsessive about the customer - you know the difference between what people say they want and what actually makes them buy
- Commercially wired - you understand that great creative isn't art, it's revenue
- Bias for action - you test fast, learn fast, and don't wait for perfect conditions
- High standards without ego - you give clear, direct feedback and take it the same way
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Jessica, London
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