• Lead research and insights by mining customer reviews, competitor ads libraries, audience pain points, and product differentiators to identify winning angles and positioning strategies • Own creative testing strategy by building and managing structured testing roadmaps with clear hypotheses, variables to test, iteration plans, and learning agendas • Create world-class creative briefs that transform insights into crisp, actionable direction for designers and video editors including hooks, messaging frameworks, visual concepts, format specifications, and success criteria • Direct performance storytelling by mapping the customer journey from awareness through consideration to purchase and translating it into compelling paid social concepts • Build UGC and production guidance including shot lists, video scripts, creator direction, and content planning that supports performance-oriented execution • Manage creator relationships by sourcing, coordinating, and guiding content creators to produce on-brief, performance-oriented content that aligns with testing objectives • Write high-performing ad copy including primary text, headlines, hooks, and on-screen text that aligns with strategic goals and testing frameworks • Collaborate on conversion rate optimization by partnering with teams on landing page improvements and conversion-focused messaging updates • Track and communicate performance by monitoring key performance indicators by concept and angle, synthesizing learnings, and reporting insights to internal teams and clients • Develop inspiration and competitor boards to inform creative direction and identify market trends and opportunities • Lead copy across paid ads for in-ad copy and headline variations that drive engagement and conversions