Video Creative Strategist
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Job Description
UGC Video Creative Strategist scaling direct-response ads for a fast-growing DTC skincare and cosmetics brand. Developing concepts, scripts, creator briefs, and performance-driven creative iterations.
Responsibilities:
- Own the UGC video creative strategy across the brand's paid social channels, primarily Meta and other performance-driven platforms.
- Research competitors, emerging DTC brands, winning ads, consumer trends, and social media content to identify creative opportunities.
- Identify customer avatars, pain points, desires, objections, benefits, mechanisms, and purchasing triggers.
- Develop creative angles and concepts based on customer psychology, product positioning, market trends, and performance data.
- Build a high-volume pipeline of UGC concepts for testing and scaling.
- Write high-converting UGC video scripts from concept through final execution.
- Develop hooks, opening patterns, storylines, transitions, CTAs, and retention mechanisms for short-form video.
- Adapt winning hooks, angles, and scripts into multiple variations.
- Own the process from concept through script, creator brief, production, editing, and final ad.
- Brief, source, evaluate, and direct UGC creators.
- Collaborate with video editors to optimize hook rate, watch time, retention, and conversion potential.
- Review creative outputs and provide precise feedback.
- Maintain high creative velocity and move concepts quickly from ideation to testing.
- Analyze creative performance using hook rate, thumb-stop rate, hold rate, watch time, CTR, CVR, CPA, ROAS, and other KPIs.
- Break down winning ads into hooks, angles, avatars, scripts, offers, visual patterns, pacing, CTAs, and emotional triggers.
- Create iterations and variations of winning creatives and continuously test hooks, scripts, angles, creators, formats, and executions.
- Work with the paid media team to translate performance data into creative testing.
- Conduct ongoing research across Meta, TikTok, Instagram, YouTube, Amazon, competitor websites, Reddit, and other channels.
- Study high-performing DTC brands and stay ahead of UGC formats, creator styles, cultural trends, and direct-response techniques.
Requirements:
- Proven experience as a UGC Creative Strategist, UGC Video Strategist, Creative Producer, or similar performance-focused role in DTC/e-commerce.
- Verifiable track record of creating or scaling profitable UGC video ads with demonstrable performance results.
- Portfolio containing real UGC/performance video ads.
- Deep understanding of direct-response advertising and performance creative.
- Exceptional UGC scriptwriting and direct-response copywriting skills.
- Strong understanding of hooks, angles, avatars, pain points, objections, storytelling, retention, and CTAs.
- Experience creating creative for paid acquisition.
- Strong understanding of DTC funnels, offers, landing pages, and post-click experience.
- Experience with Meta Ads and performance marketing teams, including visibility into creative performance.
- Ability to interpret performance data and turn insights into creative iterations.
- Experience working with UGC creators, editors, and/or creative production teams.
- Excellent written and spoken English.
- Native-level understanding of Western communication, culture, humor, social media behavior, and consumer language.
- Strong understanding of the U.S. consumer.
- High creative judgment and ability to recognize strong versus weak creative.
- Portfolio should demonstrate DTC/e-commerce UGC video ads, direct-response scripting, varied hooks and angles, iterations, performance evidence, specific contributions, and measurable results.
- Must have real DTC/e-commerce performance creative experience.
- Must have strong UGC video scripting experience.
- Must be able to show real UGC video ads worked on.
- Must understand direct-response advertising and creative performance metrics.
- Must have experience creating customer-acquisition ads.
- Must demonstrate measurable results or clearly explain performance impact.
- Must be obsessive, proactive, and relentlessly follow up.
- Must identify opportunities, bring new concepts, and push creative forward without waiting for instructions.
- Must be analytical and use data to make creative decisions.
- Must be comfortable in a fast-paced environment where creative volume, testing speed, and iteration matter.
- Must be growth-oriented.
Benefits:
- Highly competitive compensation package.
- Uncapped performance bonus tied to a percentage of ad spend when targets are met.
- Flexible working hours to accommodate your schedule and maximize productivity.
- Fully remote setup, allowing you to work from anywhere in the world.
- Opportunity to work directly on high-growth DTC brands with significant creative testing and scaling opportunities.
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