Genflow
Senior Creative Strategist
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Senior Creative Strategist
Genflow is the world’s leading creator agency, building, launching and scaling creator-first brands across fitness, fashion, beauty, nutrition, wellness, education and productivity. We manage a portfolio of 65+ creator brands and provide consulting and done-for-you services to founders, agencies and creators. We move fast, experiment relentlessly, and prize builders who ship measurable results. Learn more at genflow.com and follow us @genflow_.
The Role: Your job is to be the person who connects great creative to profitable ad performance. That means you understand what makes someone stop scrolling, you can write a copy that converts, and you know how to build a testing system that compounds over time. This isn't a brand role. This is a performance based role. This is the role that sits at the intersection of psychology, copywriting, and data - and uses all three to drive profitable growth across our portfolio of creator brands. What You Believe Creative testing is a system, not a mood board Data tells you what's working - curiosity tells you why Good copy comes from understanding people, not from being a good writer You should be able to kill a losing concept in 48 hours Motion and Foreplay aren't optional extras - they're how serious strategists work
Your first 90 days: You will: Audit the creative across 3–5 active ad accounts and identify the gaps killing performance Build a structured creative testing framework - hooks, formats, angles - and get it running Produce briefs that result in winning ads, not just good-looking ones Establish a swipe file and creative intelligence system using Motion and Foreplay Deliver a weekly creative read - what's winning, what's dead, what we're testing next Reduce creative bottlenecks and increase the volume of concepts moving from brief to live Lower CPAs and increased ad spend on ad accounts you’re responsible for Be responsible for getting new ads live, managing feedback with creators, chasing to get approvals, and briefing the ads to go live with our media buying team
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What you'll own: Creative Strategy Lead the creative direction for paid social across our brand portfolio. You will identify winning angles, develop testing roadmaps, and connect creative decisions directly to account performance. You think in hypotheses, not hunches. Copywriting Write high-converting copy across ad formats - hooks, primary text, headlines, scripts, VSL outlines. You understand direct response principles and can apply them across wildly different brand voices, from fitness to education to wellness. You write fast, you edit ruthlessly, and your copy is always built on customer insight. Creative Briefing Brief video editors and designers with the clarity and precision that gives them the best chance of producing a winner. Your briefs include the hook, the angle, the emotional driver, the format, and the reference. No vague direction. Creative Intelligence Use Motion or Foreplay to track creative performance at a granular level and spot trends before they become obvious. Use Motion or Foreplay to build and maintain a living swipe file of high-performing ads across the creator economy and beyond. Your competitive awareness is a genuine edge. Testing & Iteration Design and execute creative tests with enough rigour to learn from them. You know the difference between a test that produces signal and one that produces noise. You analyse results, draw conclusions, and feed those conclusions directly back into the next brief. Reporting Deliver a weekly creative performance report to the wider performance team. What's winning? What's dead. What we're testing next and why. You communicate with data but you translate it into plain language.
How performance is measured: CPA and ROAS movement on accounts you're running creative strategy for Creative win rate - percentage of tested concepts that beat the control Brief-to-live speed and volume Hook rate and scroll-stop performance on new concepts Weekly creative read delivered on time with clear next-test recommendations
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What we're looking for: Proof. We want: "Took account from £45 CPA to £28 CPA over 8 weeks through a structured hook testing framework across three creative angles." Not: "Supported the creative team with content ideation."
Experience: 3+ years in a creative strategy or performance creative role, ideally within digital products, or creator brands Demonstrable track record of improving paid social performance through creative - with numbers to back it up Strong copywriting ability across formats: hooks, ad copy, VSL scripts, email, landing page Hands-on experience with Motion for creative analytics and Foreplay for creative research and inspiration Solid understanding of paid social ecosystems - how Meta, TikTok and YouTube reward (or punish) creative decisions Experience briefing and directing video editors and designers Comfortable working across 5-10 brands simultaneously with different voices and audiences
Traits: Obsessively curious about what makes ads work - you study the feed for fun Fast, clean writer who treats copy as a craft and a science Analytical enough to know when a test is conclusive, creative enough to know what to do next Opinionated about creative - and able to back it up with data High output without sacrificing quality Naturally drawn to the creator economy, social commerce and the brands building in this space
Tools you'll use: Motion - creative analytics and performance tracking Foreplay - swipe file management and creative research Meta Ads Manager - performance review and creative analysis TikTok Ads Manager - creative performance and trend tracking Slack - fast async communication across brand teams
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