• Lead creative strategy across large-scale Meta ad accounts • Develop structured testing roadmaps tied directly to CPA, MER, ROAS, and LTV • Collaborate with media buying to optimize creative for performance at scale • Understand bid strategies, scaling frameworks, and account structure Scaling & TAM Expansion • Develop creative angles that expand Total Addressable Market • Identify new customer personas and messaging frameworks • Build creative that breaks through fatigue and sustains long-term scale • Unlock new audience segments without sacrificing efficiency Performance Optimization • Drive measurable CPA improvements through strategic iteration • Analyze creative-level data (hook rate, hold rate, thumbstop rate, CTR, CVR) • Continuously refine messaging, positioning, and offer framing • Turn performance insights into repeatable creative systems Big Ideas at Scale • Lead large-scale campaign concepts that drive step-change growth • Translate brand positioning into performance-driven concepts • Balance bold creative ideas with direct-response fundamentals • Build frameworks that can scale into hundreds or thousands of variations