Creative Strategist (Ad Strategist)

Role Mission

Turn data into insights, insights into hypotheses, and hypotheses into scalable creative systems that reduce CAC and scale revenue.
 

1. CREATIVE DIRECTION — WHAT we test & WHY
   Ownership of creative results at the concept level, not individual videos.
   • Ownership of creative performance at the level of ideas, angles, and hooks
   • Full responsibility for key metrics: CAC, CTR, Hook Rate, Thumbstop, scalability
   • Alignment of creative with:
   business goals,
   funnel stage (TOF / MOF / BOF),
   current growth priorities
   • Building clear logic for why a specific concept is being tested now, not just “what to shoot”
    
2. INSIGHT & DATA INTERPRETATION — Data → Strategy
   Turning numbers into strategic decisions.
   • Translating media buying data into creative strategy
   • Analysis of key metrics: Hook Rate, CTR, CPA, fatigue
   • Identification of:
   scalable winners,
   dead-end concepts
   • Clear distinction between:
   execution issues,
   conceptual mistakes
   • Weekly pattern analysis across:
   hooks,
   messaging,
   formats,
   creators,
   audience reactions
   • Explaining why something worked, not just stating the result
   • Decision-making: scale / iterate / kill
   • Recommendations for budget reallocation between concepts
    
3. CONCEPT, ANGLE & MESSAGING ARCHITECTURE
   Building scalable ideas, not one-off videos.
   • Development of creative strategy for Meta and TikTok
   • Design of scalable concepts and angles:
   pain,
   belief,
   identity,
   outcome
   • Creation of value propositions
   • Translating product features and scientific claims into direct-response messaging
   • Narrative design:
   hook logic,
   emotional triggers,
   belief shifts,
   proof placement
   • Alignment of messaging with:
   customer avatars,
   market context,
   competitive landscape
    
4. CREATIVE TESTING & EXPERIMENTATION SYSTEM
   Managing experimentation as a system, not chaos.
   • Building and maintaining a creative testing roadmap
   • Clear definition of:
   what is being tested,
   why it is being tested,
   which hypothesis is being validated
   • Formulation of testable hypotheses with expected outcomes
   • Test prioritization by:
   impact,
   confidence,
   speed
   • Close collaboration with media buying:
   test design,
   variable isolation,
   kill / iterate / scale rules
   • Ownership of iteration strategy for winning concepts
   • Expanding winners through:
   new hooks,
   creators,
   formats,
   funnel stages
   • Fatigue management:
   distinguishing execution fatigue vs concept fatigue,
   planning replacements in advance
    
5. PRODUCTION DIRECTION (NO EXECUTION)
   Ensuring quality and focus without hands-on production.
   • Creation of production briefs including:
   goal,
   hypothesis,
   hooks,
   messaging,
   visual references,
   do’s / don’ts
   • Clear communication to the team:
   why this is being produced,
   what exactly is being tested
   • Strategic guidance for UGC and content production
   • Ensuring content alignment with:
   strategy,
   test plan
   • Managing production speed in collaboration with ops
    
6. CROSS-FUNCTIONAL ENABLEMENT & KNOWLEDGE SYSTEM
   Building and distributing knowledge across the company.
   • Collaboration with teams:
   Media Buying (scaling, budgets),
   eCom / CRO (PDPs, conversion messaging),
   Retention (onboarding, LTV),
   CX / Product (voice of customer)
   • Sharing insights across teams
   • Explaining the reasons behind:
   scaling decisions,
   creative fatigue
   • Maintaining knowledge systems:
   Notion / Miro / Foreplay, etc.
   insight logs,
   hypothesis backlog,
   concept library,
   test archive
   • Preventing repetition of failed ideas
   
   Non-Responsibilities
   The Creative Strategist does NOT:
   edit videos,
   launch campaigns,
   manage budgets,
   judge aesthetics “by taste”,
   blindly chase trends
   
   Success Metrics
   • ≥ 4 winning concepts per month
   • Creative win rate ≥ 20%
   • Average Hook Rate ≥ 25%
   • Insight → live test ≤ 7 days
   • Clearly documented weekly learnings