The Creative Strategist is a data-driven role at the heart of Santevia's customer acquisition. You will own the creative testing roadmap for paid social, which means turning customer reviews, conversations and ad performance data into distinct ad concepts. You'll also write briefs that designers, editors and creators can produce on the first pass, and decide which concepts launch and which get cut. The work runs on a weekly creative cycle, and each month you'll report on what worked, what didn't and what changes next. You will work closely with Marketing, Growth and our creative and creator teams, reporting to the Director of Growth.
This role is well suited to someone who is curious about what makes customers buy, makes decisions from data, and can explain health and science topics simply and accurately. You'll bring 3+ years of paid social creative strategy for a DTC brand or performance agency, experience supporting $100K+ in monthly ad spend, and a portfolio of concepts with the results they produced. What we need is sharp analytical judgment, strong writing, and an AI-first way of working.
Key Performance Indicators
- Grow the number of new ads that become winners each month.
- Hit the target win rate for new ads without cutting testing volume.
- Bring new concepts to the target cost per acquisition in priority markets.
- Keep every priority persona and funnel stage covered by live, distinct concepts.
Primary Responsibilities
Creative Strategy
- Own the creative testing roadmap for paid media: which personas, angles, offers, formats and funnel stages to test, and in what order.
- Develop and prioritize testable hypotheses about customer motivations, objections, messaging, and offers, using creative experimentation to generate insights that improve acquisition performance over time. Winning here means you can say: here is what we learned from customers this month and this is how we can use that to acquire next month.
- Translate the brand positioning and approved claims into angles, hooks and proof points that sell.
- Mine reviews, support conversations, call transcripts, surveys, comments and perform competitive research for the customer language and objections that become new angles.
- Keep a portfolio of genuinely distinct concepts live for every priority persona, not variations of one idea.
- Plan sale, launch and seasonal creative with the Marketing Manager against the marketing calendar.
- Give the Social Media Manager the angles for creator briefs, and decide which creator content goes into paid testing.
- Coach external creators to enable them to make winning creative.
- Collaborate with Growth and CRO teams to ensure creative messaging, customer promises, and proof points carry consistently from advertising through landing pages and the purchase experience.
Weekly Creative Cycle
- Turn the weekly performance read into the creative requirement for the next cycle.
- Write the weekly slate of creative directions and review every concept the creative team builds against them.
- Make the greenlight-or-kill call on every concept, and record the reason for every kill.
- Write briefs the creative team can produce on the first pass: audience, angle, hook, script or layout, references, specs and due date.
- Flag concepts that need more than one cycle to produce, so they are planned separately.
- Approve finished assets against the brief and hand them to the eCommerce Specialist for launch.
- Deliver each cycle's directions and briefs on schedule.
Performance Analysis
- Lead the weekly review of which ads won and lost, by concept, persona and angle.
- Record the likely reason each winner won or loser lost, and the next test that would confirm it.
- Watch for creative fatigue and refresh winners as their performance starts to slip.
- Map coverage across personas, products, funnel stages and markets, and fill the gaps that matter commercially.
- Present a monthly creative read to the Director of Growth and the Marketing Manager: what worked, what didn't, what changes next.
Quality and Compliance
- Check every ad before launch for hook, message, claims, captions, specs and naming.
- Keep every ad within approved claims, and send new claims to Product for approval before production.
- Keep briefs, ad names and test results current in the shared creative workflow, so every asset traces to its concept, persona and creator.
- Work within the brand standards set by Marketing, and bring proposed exceptions to the Marketing Manager with evidence.
Other Duties
Assist the team with additional work as assigned, demonstrating a can-do attitude.
Required Skills
- Bring three or more years as a creative strategist, or in a similar role, on paid social for a direct-to-consumer brand or performance agency.
- Demonstrated experience developing paid social creative that supported at least $100,000 in monthly advertising spend while meeting defined acquisition efficiency targets.
- Demonstrate a track record of developing creative that has scaled profitable customer acquisition, with a working understanding of CPA, ROAS, AOV, and contribution margin.
- Show a portfolio of concepts and the results they produced.
- Read ad-platform data and explain in plain language what most likely made an ad work.
- Write hooks, scripts and briefs that designers, editors and creators can produce on the first pass.
- Understand how ad platforms now use creative to find audiences, and plan for creative diversity.
- Explain health and science topics simply and accurately, within approved claims.
- Work AI-first, using AI tools for research, analysis and drafting at volume.
- Run a weekly production cadence with teammates in other locations and time zones.
Attributes We Look For
- Analytical: Reads ad-platform data and explains in plain language why an ad won or lost. You look past the headline numbers to the concept, persona and angle behind the result, and you name the next test that would confirm it.
- Curious: Goes looking for what makes customers buy. You dig through reviews, comments, support conversations and competitors' ads for the language and objections that become new angles.
- Decisive: Makes the greenlight-or-kill call on every concept and stands behind it. You decide quickly, write down why, and move the team on to the next cycle.
- Organized: Keeps a weekly production cadence running on schedule across teammates in different locations and time zones. You keep briefs, ad names and test results up to date, so every asset traces back to its concept, persona and creator.
- Candid: Says plainly what worked, what didn't and what changes next. You give direct, useful feedback on concepts and creator content, and you bring evidence when you think a brand standard should bend.
- Resourceful: Finds ways to test more and learn faster. You use AI tools for research, analysis and drafting at volume, and you coach creators to make their best work.
- Accountable: Owns the results of the creative program, not just the output. You deliver directions and briefs on time, keep every ad within approved claims, and treat the win rate and CPA targets as your own.
Daily Tasks
- Check yesterday's ad results and flag early winners and fatigue.
- Write or sharpen creative directions and briefs for the current cycle.
- Review concepts and finished assets from the creative team.
- Read new reviews, comments and support conversations for angles.
- Agree with the eCommerce Specialist what launches next.
- Log what this week's tests taught the team.
