• Define Creative Direction • Establish and evolve the creative north star across all paid platforms • Define energy, tone, pacing, and visual guardrails • Translate data into ICP insights, and ICP insights into creative frameworks. • Work from data to retention and everything in between. • Lead Performance Creative Strategy • Develop testing hypotheses and creative roadmaps • Partner with growth to analyze performance data • Build segmented creative lanes (e.g., relief vs focus vs protein) • Ensure creative optimizes for: • Hook rate • Retention • CVR • CPA • Creator & UGC Alignment • Define creator content briefs and creative frameworks • Ensure creator output aligns with performance creative strategy • Build repeatable content formats • Oversee content acquisition strategy • Team Leadership • Hire, lead and mentor creative strategists and performance editors • Elevate creative thinking across the organization • Foster a culture of high standards + rapid iteration • Push for excellence without ego • Cross-Functional Partnership • Align with product on launches and positioning • Support DTC and retail creative needs • Translate customer insights into messaging • Partner with CX to mine qualitative feedback • Cross platform performance creative