Creative Strategist - DTC and Meta Paid Social

About the Role

This is a strategy-first role. You will own the creative thinking for two to three DTC accounts — the desires we go after, the avatars we speak to, the angles we test, the concepts that carry them, and the briefs that get them made.

You do not edit video, design statics, or buy media. You will occasionally build reference frames so an editor can see what you mean, but execution is not your job. Deciding what gets made, and why, is.

Most of the work sits in health, wellness, and supplements, with room to expand into other e-commerce categories. It is a crowded, compliance-tight space where the gap between a winning ad and a dead one is almost always the angle, not the production quality.

Work Structure & Requirements

Schedule: Central European Time

Compensation: 8 USD per hour **negotiable

Key Responsibilities

1. Creative Strategy

Start from the desire the product actually serves, not the feature list

Identify the core avatar and sub-avatars underneath it, defined by what they have already tried and why it failed them

Turn those into testable angles, then into concepts, then into briefs — three different things, and you brief all three

Maintain a pipeline across angles, formats, hooks, and offers, with a stated reason for every test

Balance net-new concepts against iterations of proven winners

2. Brief Writing

Produce 5–15 briefs per client per week depending on scope, across short-form video, UGC, statics, and native-style formats

Every brief ships ready to execute: hook and opening concept, core message, script or talking points, visual direction, CTA, required assets, and editing notes

Write scripts yourself — an editor should never have to come back and ask what you meant

3. Research

Mine Amazon reviews (positive and negative) for the words customers actually use

Use Google searches to find what the market is confused about

Analyze Meta Ad Library and other ad libraries — what competitors are running, how long it has been live, and the technique underneath it rather than the line itself

Review competitor sites, offers, pricing, and landing pages

Pull voice of customer from Reddit, YouTube comments, ad comments, support tickets, and forums — their own sentence reads as recognition; a paraphrased problem reads as marketing

Identify what the market has already been told and already tried, so you stop repeating a claim it stopped believing

4. Performance Review & Recommendations

Come to performance reviews having already asked for the data you need — chasing the right numbers is part of the role

Diagnose why something won or lost specifically: was it the angle or the execution?

Recommend what to kill, what to iterate, and what to leave running — with the reasoning behind each call

Feed learnings directly into the next round of briefs

5. AI Integration

Use AI as part of your workflow for research, synthesis, ideation support, reference frames, and speeding up mechanical parts of the job

Hooks, angles, and scripts come from you — not AI

Required Skills & Experience

Experience: 3+ years personally owning creative strategy for DTC paid social — in-house or agency; owning it, not contributing to it

Performance Mindset: You judge creative on hook rate, hold rate, CTR, and CPA/ROAS against a target — not on whether it looks good

Conceptual Clarity: You can explain the difference between a desire, an avatar, an angle, a concept, and a hook without hedging

Copywriting: Excellent written English and real copywriting ability — the hook is the job; you write UGC scripts yourself and brief editors and creators directly

Awareness Levels: You write for different levels of awareness and know why a hook that lands on someone already shopping falls flat on someone who hasn't named the problem yet

Iteration: You iterate deliberately — you know what to change in a winner and what to leave alone

Compliance: Comfortable inside a compliance-tight category; health and supplement claims live within real limits and you write inside them by instinct

Organization: Organized enough to carry two to three brands at once without dropping a deadline

Bonus: Agency experience, worked directly alongside Meta media buyers, experience with advertorials, VSLs, and long-form direct response

To Apply:

Kindly send your resume, introduction video and portfolio