Creative Strategist (Performance Marketing)

Creative Strategist (Performance Marketing) Location: Hybrid – 3 days a week in central London office (Near Tower Hill) About the Role PetLab Co. is a world leader in the DTC pet supplement market with a 9-figure revenue, profitable and rapidly growing globally. In the world of performance marketing (especially for brands like PetLabCo.), a Creative Strategist is the bridge between the Media Buying team (the numbers) and the Creative team (the visuals). Think of them as a data-driven storyteller. Their job is to ensure that every pixel and every word in an ad is designed to convert, based on actual performance data rather than gut feeling. This role sits at the intersection of creative thinking, data analysis, and growth marketing. You’ll partner closely with our Paid Media, Video Producers, Organic Social, and Influencer teams to develop high-performing ad creatives that scale customer acquisition and revenue. Who Will You Report Into? Hi, I’m Jesper Mansson, Director of Creative Strategy , and we’re seeking a senior-level creative thinker who is obsessed with direct response, passionate about performance, and knows how to lead content strategy that scales. You’ll be a core strategic partner to our paid, organic, and influencer teams, with a direct impact on how we acquire and retain customers. If you live and breathe performance creative and want to help shape the future of a 9-figure DTC business, let’s talk What You'll be Responsible For: 1. Data Analysis & Performance Auditing – You’ll spend a significant amount of time inside ad platforms (Meta, TikTok, YouTube) Identifying what’s working and why. This will include: Analyzing performance metrics such as Hook Rate (3-second views / impressions), Hold Rate (average watch time), CTR, CPA, and ROAS Identifying winning creative patterns — for example whether a UGC “vlogger” style outperforms highly produced brand content Conducting creative audits to identify which customer pain points resonate most with audiences (e.g., “stinky breath” vs. “expensive vet bills”) Translating performance data into clear creative insights and opportunities The goal: turn data into creative direction. 2. Creative Ideation & Scriptwriting - Once the data reveals opportunities, You will design the next creative tests. This will include: Concept development creating the “big idea” for campaigns and ad series Direct-response scriptwriting using proven frameworks such as AIDA (Attention, Interest, Desire, Action) Writing high-impact hooks, body copy, and calls-to-action designed to drive conversions Storyboarding content to ensure something visually engaging happens every 2–3 seconds to maintain retention Developing creative angles aligned with DTC customer journeys and content funnels You will be responsible for generating large volumes of structured creative tests designed to scale winning concepts. 3. Production Management & Creative Briefing- You willact as the director and translator between strategy and production. This will include: Briefing UGC creators and influencers, including hooks to film, key talking points, and specific B-roll shots Providing detailed production briefs that editors and creators can execute quickly Reviewing and providing feedback on drafts from editors and creators Ensuring text overlays, pacing, and visual storytelling align with performance best practices Maintaining a library of high-performing assets and reusable footage Your goal is to turn strategy into scalable content production. 4. Testing Strategy & Iteration – You will design and manage the creative testing roadmap for our paid channels. This will include: Designing structured A/B tests that isolate one variable at a time (e.g., Hook A vs Hook B) Iterating on winning ads by refining hooks, pacing, messaging, or visuals Identifying drop-off points in videos and optimizing content accordingly Conducting competitor and market research to stay on top of emerging creative trends Ensuring PetLab’s ads remain native to each platform’s The goal: continuously improve creative performance through structured experimentation. What Your Day-to-Day Will Look Like: 50% Creative ideation and content strategy development 25% Campaign briefing, scripting, and production QA 25% Performance analysis and data-driven iteration We’re looking for someone who combines creative instincts with analytical rigor. You likely have: 3+ years of experience in creative strategy or performance creative roles Experience working in high-growth, paid social-led DTC brands Deep expertise in Meta and TikTok advertising ecosystems Strong analytical skills and the ability to interpret performance data to inform creative decisions A portfolio of direct-response ad concepts, scripts, or campaigns that delivered measurable results A proven track record of driving revenue growth through paid creative Experience briefing or directing creators, influencers, or UGC production Strong understanding of performance marketing metrics (ROAS, CPA, CTR, Hook Rate, etc.) Excellent communication skills — able to present insights and defend creative decisions with data Private Health Care through Vitality Generous Annual Leave - 28 days + public and bank holidays Help@Hand – Employee Assistance Programme Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%! Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important! Nursery Salary Sacrifice Scheme Generous Learning and development budget – We always want you to keep learning. Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin once a year. Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office. Working Environment – dogs are welcome! Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary. Discount Vouchers & Gym Memberships – get discounts at a whole range of retailers and gym memberships through our provider, WellHub. Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance. Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity. Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental Diversity & Inclusion Statement PetLabCo. is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation, and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!