Creative Performance Lead

THE MANDATE Peggy is building a category-defining AI assistant for parents. Our growth engine will be Meta (IG/FB) video ads, driven by high-velocity creative iteration. Your job is not “run ads.” Your job is to build a repeatable creative-performance system that turns raw video into profitable user acquisition - without breaking trust. If you optimize vanity metrics, over-promise emotionally, or need a big team to function, this role is not for you. WHAT YOU OWN (END-TO-END) 1. Meta Video Growth Engine (Primary) Design and operate a video-first creative system for IG/FB Turn raw UGC, screen recordings, and B-roll into: 10–30 hook variations per concept Multiple pacing and framing cuts Emotionally distinct angles (stress → relief, chaos → calm, guilt → competence) Separate idea testing from execution quality Optimize for thumb-stop, retention, and conversion - not production value 2. Media Buying & Spend Discipline Own Meta campaign structure, budgets, and kill criteria Treat creative as the primary optimization lever Operate confidently in a post-iOS14 / SKAN-imperfect world Kill spend fast when signals are wrong Scale only what proves itself 3. Signal Extraction & Learning Loops Translate ad performance into: Messaging insights Product feedback Landing page learnings Maintain a clean testing log (what worked, what failed, why) Share clear, opinionated recommendations with the founder weekly 4. Secondary Channels (Support, not focus) Apple Search Ads (defensive + intent capture) Static ads only if performance justifies them No channel sprawl without explicit approval WHAT YOU DO NOT OWN Brand marketing fluff Influencer management TikTok organic strategy PR, partnerships, or “full-funnel storytelling” Big-team coordination This is a hands-on operator role . REQUIRED EXPERIENCE You must have: Personally run Meta paid social for subscription or freemium apps Built or operated a UGC-heavy video ad system Worked with low-signal attribution environments Made real budget tradeoffs (and lived with the consequences) Bonus (not required): Former app founder Experience in utilities, wellness, parenting, productivity, or consumer SaaS