Creative Strategist, Paid Social & Video
About the position
Full Funnel Growth is a remote performance marketing agency that manages integrated growth programs for various clients including medical aesthetics device manufacturers, DTC eCommerce brands, regulated retail, experiential entertainment, lead generation for service businesses, and B2B SaaS. This role is crucial because paid social marketing has shifted from an auction-management discipline to a creative-throughput discipline. With consolidated account structures, broad targeting, and automated bidding, creative is the primary lever for success. This position requires an individual who can bridge the gap between media buying and creative strategy, owning the creative strategy for a flagship account for a multi-venue experiential entertainment brand. The program requires approximately 500 new creative assets per month, with a 60/40 video-to-static split, encompassing UGC, creator-sourced content, on-site capture, and studio work. The role involves defining the creative thesis, writing scripts and hooks, developing a testing roadmap, analyzing performance data, directing production, managing the creator and UGC pipeline, implementing iteration systems, and presenting creative narratives to clients.
Responsibilities
- Own the creative thesis for the account, defining testable positioning territories.
- Write scripts and hooks, including short-form video scripts, hook variants, on-screen copy, voiceover direction, and primary text.
- Develop creative angles and a testing roadmap, including hypothesis backlog, test sequence, read window, and success thresholds.
- Analyze performance data, including hook rate, hold rate, thumbstop, frequency and fatigue curves, and cost per result by concept and format.
- Brief and direct production for editors, UGC creators, motion designers, and the creative director.
- Manage the creator and UGC pipeline, including casting, briefing, and producing paid-ready variants.
- Implement iteration systems for winning concepts, extending them across new hooks, formats, lengths, and audience framings.
- Develop client-facing creative narratives, presenting the creative point of view, test results, and roadmap to senior stakeholders.
- Utilize AI and generative tooling to increase throughput and develop unique creative assets.
- Write with discipline, clearly labeling claims as extracted, inferred, or assumed, and flagging missing data.
- Collaborate with AI tools like Claude Code and Cursor for data pulling, reporting, and analysis.
Requirements
- 4+ years in paid social creative, with significant experience in an agency or in-house team running Meta as a primary revenue channel.
- Experience on accounts where creative volume was the primary constraint.
- Proven experience writing scripts, not just commissioning them.
- Fluency in Meta Ads Manager reporting at the creative level, including breakdowns by ad and asset, video engagement metrics, frequency and fatigue diagnosis, and test structuring.
- Demonstrated command of short-form video as a performance format across Reels, Stories, and TikTok, understanding craft differences.
- Experience directing UGC creators at volume, from brief to paid-ready cutdowns.
- A portfolio of successful ads with performance data and an honest account of what did not work.
- Client-facing communication experience with senior stakeholders (Directors, CMOs, Founders).
- Proven remote work track record with strong written communication skills.
- Comfort using AI tools for data analysis and creative production.
Nice-to-haves
- Experience with local, multi-location, or venue-based businesses where creative must flex by market while maintaining brand consistency.
- Experience in experiential, entertainment, hospitality, events, or family and group activity categories.
- Hands-on generative video and image production for paid social at volume.
- Experience with Google Demand Gen and YouTube creative strategy alongside Meta.
- Fluency in lifecycle and email creative, understanding how paid hooks carry through to confirmation.
- Experience with a booking or reservation platform (e.g., Roller, Peek, Resy) as the source of revenue truth.
