Senior Creative Strategy Lead

Freebird® is a 9-figure DTC brand serving over 2 million customers. We’re hiring a Senior Creative Strategy Lead to develop and scale acquisition creative across multiple products.

You’ll own the creative strategy for your assigned lanes: understanding our customers, finding new angles, writing persuasive hooks and scripts, developing visual formats, and expanding proven winners. Working closely with writers, creators, editors, and Paid Media, you’ll turn customer insights and performance learnings into clear creative direction and ads that drive profitable growth.

We’re looking for a hands-on strategist with strong direct-response fundamentals, visual creative instincts, and experience evaluating Meta creative at scale. You should be able to explain why an ad converts, show how you helped make it work, and identify what to test next. Success means discovering new sources of growth and increasing the profitable spend supported by what’s already working.

The creative portfolio is only as good as the customer understanding behind it. You'll own that understanding for every lane you're assigned.

• Establish a research foundation for each lane using customer reviews, interviews, surveys, comments, competitor analysis, and performance insights.
• Develop specific personas grounded in real desires, fears, objections, buying triggers, necessary beliefs, and actual moments where our products matter to customers.
• Translate research into actionable creative opportunities, with clear customer insights and hypotheses behind every new concept direction.

You'll build new sources of acquisition growth while systematically expanding proven winners.

• Continuously identify and test new customer segments, purchase motivations, use cases, and creative territories that aren't yet represented in the portfolio.
• Produce new winning angles that can sustain meaningful spend within lane-specific acquisition targets.
• Maintain a deliberate discovery pipeline that broadens the portfolio's sources of growth rather than concentrating on the same angles until they exhaust themselves.
• Personally develop angles, hooks, and scripts using direct-response fundamentals: consumer psychology, awareness levels, market sophistication, necessary beliefs, mechanisms, proof, and storytelling. Compress the core promise into clear, compelling hooks.

You'll own how an idea is packaged visually, from the opening hook through the proof that makes it persuasive.

• Identify, adapt, and develop visual formats that make customer insights compelling across UGC, native content, demonstrations, animation, creator-led storytelling, and static creative.
• Define how each concept comes to life through opening visuals, demonstrations, shot direction, pacing, on-screen text, and editing direction.
• Reverse-engineer successful paid and organic creative from competitors, other brands, and adjacent industries. Understand why it works and adapt the underlying approach to Freebird's customers and products.
• Partner with creators, editors, and production to carry the strategic intent through the finished ad.

You'll own a living creative territory map for every assigned lane. That map is not a filing system. It's the strategic view that tells us where we are, what we know, and where we need to go.

• Track what is winning, declining, promising, under-tested, and unexplored across each lane.
• Ensure purposeful coverage across priority personas, angles, awareness stages, formats, ad frameworks, and creator demographics.
• Identify portfolio concentration and coverage gaps, then direct testing toward the opportunities most likely to improve acquisition performance.

Strategy that doesn't translate into production-ready direction is not strategy. It's ideas.

• Build monthly Creative Portfolio Sprint Plans supporting 30 concepts per month per active lane.
• Prioritize opportunities based on customer evidence, performance learnings, business needs, and production capacity.
• Give writers and production clear direction on audience, awareness level, customer tension, angle, hypothesis, mechanism, proof, visual format, and opening execution.
• Deliver on time and resolve strategic questions quickly enough to support the sprint cadence.

• Identify what is actually driving a winner's performance: the customer insight, message, proof, or execution that's making it work.
• Build expansion plans across relevant personas, hooks, formats, creators, proof, scripts, stories, and demonstrations.
• Increase the profitable spend supported by winning territories while continuing to develop new opportunities alongside them.
• Recognize declining performance early and direct the next wave of expansion or discovery before the territory runs dry.

• Partner with Paid Media and Analytics to evaluate creative by CAC, purchase volume, and profitable spend potential across lanes, personas, angles, concepts, and formats.
• Understand how Meta testing and delivery affect results. Distinguish proven winners, clear losses, and inconclusive tests by considering spend, purchase volume, distribution, and execution quality.
• Use hook, hold, click, and engagement metrics to diagnose performance alongside acquisition outcomes.
• Turn completed tests into clear decisions: expand, revise, retest, deprioritize, or explore further.
• Feed findings back into territory maps, briefs, and sprint priorities so the portfolio actually improves with each cycle rather than repeating the same tests.

• Give writers, creators, and production a shared understanding of who we are speaking to, what we need them to believe, and why a concept should work.
• Coach writers on customer insight, angle development, persuasion, and strategic coherence.
• Partner with creator leadership to identify the talent, demonstrations, stories, and footage needed to execute the portfolio strategy.
• Build reusable briefs, examples, and decision rules that help the team make stronger decisions independently over time.

Within your first 6 months:

• You have a strategy with clear coverage across personas, angles, formats, and awareness stages.
• Sprint plans are running on time with clear strategic direction that writers and production can execute without ambiguity.
• You've discovered multiple new angles or customer segments that weren't in the portfolio before and have shown evidence of scaling.
• Proven winners are supporting more profitable spend through systematic expansion across hooks, formats, creators, proof, and scripts.
• Your visual and messaging decisions are producing creative that meets lane-specific CAC targets and supports meaningful purchase volume.
• The performance learning loop is working: completed tests are turning into clear decisions, not just data.
• Writers and creators are producing stronger work because the briefs are better.

• Demonstrated success developing performance creative strategy for DTC or ecommerce brands, with real acquisition results you can speak to specifically.
• A demonstrated record of both discovering new winning angles and expanding proven creative into additional profitable spend.
• Hands-on experience conducting customer research: reviews, interviews, surveys, VOC analysis. You know how to get beneath surface-level demographics to actual motivations and beliefs.
• Experience directing writers and collaborating with creators, editors, production, and paid media teams. You can translate strategy into clear direction.
• Evidence of managing creative strategy across multiple products, audiences, or acquisition portfolios simultaneously.
• Strong commercial judgment: you understand how creative performance connects to CAC, contribution economics, and business results, not just engagement metrics.
• Hands-on experience developing and evaluating Meta acquisition creative at meaningful spend levels.
• Strong visual creative judgment and hands-on direct-response copywriting skills, supported by examples of ads you helped develop and scale.
• AI fluency and a resourceful approach to workflow improvement, using modern tools to accelerate research, ideation, scripting, and execution while maintaining quality.

• Remote-first & flexible. Work from anywhere with autonomy, trust, and meaningful overlap with US working hours.
• Competitive compensation & benefits. Competitive pay, medical, dental, and vision coverage, 401(k) with company match, and unlimited PTO.
• A profitable, high-growth brand. Join a 9-figure DTC brand with significant ad spend, an established creative operation, and plenty of opportunities to grow and make an impact.
• Real ownership & accountability. Own your creative strategy, make decisions, and be directly accountable for performance and acquisition results.
• Move fast and make an impact. We measure what matters, keep things simple, and turn great ideas into action without unnecessary bureaucracy.
• High autonomy, low politics. We trust people to do great work, make data-driven decisions, and take ownership without micromanagement.
• A kind, people-focused culture. We communicate openly, collaborate, support each other, and celebrate wins together.
• Always growing and improving. We embrace change, challenge ourselves to do better, and innovate without fear.