Director of Performance Creative

This is a fully remote position, open to applicants in United States.

📋 Description

• Develop and manage the creative engine

• Recruit and guide a team of creative strategists and performance editors

• Establish concept volume, testing frequency, and creative standards

• Oversee the entire process from insights to briefs, shooting/editing, launching, performance evaluation, and iterations

• Manage throughput and assess the impact of creative on blended CAC

• Convert performance data and customer insights into creative strategies, including angles, hooks, formats, and segmented product categories

• Create customer personas and expand into new segments

• Lead the creative testing framework utilizing structured hypotheses, accurate readings, and learning cycles

• Compile a repository of successful strategies and their rationale

• Collaborate with the growth team on measurement and partner with the data team for performance analysis

• Direct creator and UGC (User Generated Content) output

• Draft briefs and establish formats for creator content

• Manage the content acquisition strategy from start to finish

• Define visual and tonal guidelines throughout the customer journey, including subscription retention

• Work with Product on launches and positioning, Retail on adaptations, CX on customer insights, and Growth on budget distribution

• Establish a functional creative team and operational rhythm within 90 days

• Enhance concept volume and iteration speed

• Improve blended CAC related to creative efforts

• Document a test-supported perspective on what resonates with customers

• Build a hypothesis-driven team

⛳️ Requirements

• 8+ years of experience in performance creative and/or direct-response marketing, with direct responsibility for paid video

• Personally managed a team creating video advertisements at scale, either in-house or at a performance creative agency

• Experience marketing physical products directly to consumers

• Background in DTC (Direct-to-Consumer) or CPG (Consumer Packaged Goods)

• Experience in supplements, wellness, beauty, or fitness is highly desirable

• Proficient in performance metrics such as hook rate, thumbstop, hold, CVR, CPA, blended CAC, and LTV

• Strong instincts for female-centric wellness brands and comprehension of the midlife female consumer

• Ability to discern and articulate the effectiveness of creative work

• Regular use of AI tools for ideation, iteration, and quality assurance

• Bonus: Experience in scaling a nine-figure DTC brand

• Bonus: Built and mentored a creative team while managing relationships with a demanding executive

• Bonus: Background in direct-response or VSL (Video Sales Letter)

• Bonus: Based in Austin or willing to relocate

• Bonus: Experience with ingestible or supplement brands and subscription replenishment models

• Application must include three successful ads with performance context, one unsuccessful ad with insights, and a response detailing the first three actions for a wellness brand facing rising CAC

🏝️ Benefits

• Performance bonus

• Equity

• Health, vision, and dental insurance

• Prescription coverage

• Employer covers 75% of premiums

• 401(k) match: 80% of contributions, up to 5% of salary

• $500 monthly wellness credit through JOON

• Backup childcare through Helpr

• Generous time off

• Free product