Head of Performance Creative
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Job Description
Head of Performance Creative leading paid advertising strategy for a global DTC wellness brand. Building creative teams, testing systems, and campaigns that drive profitable customer acquisition.
Responsibilities:
- Own and execute comprehensive performance creative testing strategy aligned with customer acquisition, product, and profitability goals
- Identify advertising opportunities through audience research, customer psychology, market trends, competitor analysis, and performance insights
- Build a pipeline of original concepts, creative iterations, refreshed winners, and product launch campaigns
- Guide creative development across awareness, education, consideration, and conversion stages
- Collaborate with media buying and conversion optimization teams
- Lead, mentor, and develop internal creative strategists
- Establish performance expectations, quality standards, and accountability frameworks across teams and agencies
- Direct external creative agencies through briefing, performance evaluation, creative reviews, and optimization
- Lead recurring creative performance reviews and make decisions based on ROAS, CPA, conversion rates, engagement, and profitable media spend
- Use Triple Whale and native advertising dashboards to evaluate creative effectiveness
- Recommend concepts to scale, refine, retest, discontinue, or replace
- Maintain a pipeline of new concepts to address creative fatigue
- Establish a centralized knowledge base of creative learnings
- Translate customer research, reviews, surveys, social conversations, and market intelligence into creative opportunities
- Personally develop or substantially refine approximately 10 high-quality creative briefs per week
- Provide feedback on UGC, video advertisements, scripts, static ads, product demonstrations, storytelling, hooks, and landing-page concepts
- Coordinate with stakeholders to ensure product claims and advertising messaging meet applicable compliance standards
- Build workflows connecting research, ideation, briefing, production, approvals, launch, and performance analysis
- Partner with Creative Operations to improve production visibility and efficiency
- Maintain the creative pipeline using Notion or comparable tools
- Identify production bottlenecks and implement solutions
- Introduce quality assurance processes, performance scorecards, and decision-making frameworks
- Leverage automation and AI-enabled tools for reporting, research, and operational efficiency
- Assess the existing creative operation during the first 90 days and establish performance baselines
- Implement improved testing priorities, accountability frameworks, performance reviews, and execution processes
- Demonstrate early improvements in creative testing, winning creative contribution, team ownership, and production consistency
Requirements:
- Proven experience leading performance creative strategy for an established, high-growth DTC/eCommerce brand or a performance-focused creative agency
- Demonstrated success developing, testing, and scaling winning paid advertising concepts, particularly across Meta
- Strong experience managing, mentoring, or providing strategic direction to creative strategists and external agency partners
- Deep understanding of direct-response marketing, consumer psychology, persuasive storytelling, and conversion-focused creative
- Strong commercial understanding of customer acquisition economics, ROAS, attribution, paid media performance, and creative profitability
- Ability to interpret advertising performance data, identify meaningful insights, and translate findings into concrete creative decisions
- Exceptional creative judgment across advertising concepts, copywriting, scripts, UGC, video, static assets, and other performance formats
- Experience overseeing multiple campaigns, product categories, stakeholders, or creative production partners simultaneously
- Strong organizational and decision-making skills, with the ability to build repeatable systems without sacrificing creative agility
- Excellent written communication and ability to collaborate effectively within a distributed, remote-first team
- Willingness to remain hands-on with creative strategy and briefs while operating at a senior leadership level
- Experience with established DTC brands in health, wellness, consumer technology, connected devices, or premium consumer products
- Exposure to significant paid media budgets and complex, multi-product customer acquisition strategies
- Proficiency with Triple Whale, Motion, Foreplay, Notion, or similar performance analytics and creative management platforms
- Experience developing performance creative across Meta, YouTube, Google Demand Gen, and TikTok
- Track record of implementing creative testing frameworks, team scorecards, agency performance systems, or structured creative intelligence libraries
- Strong understanding of customer research methodologies, including post-purchase surveys, customer reviews, social listening, and competitor creative analysis
- Experience using AI and automation to improve creative research, reporting, and operational processes
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