Director of Social Media, AI Creative

Director of Social Media, AI Creative I100% Remote I $3,000 USD/month Base + Performance Bonuses (Tied to CPL reduction & lead volume targets) I Industry: Meta Advertising & Short-Form Video Marketing for US Home Service SMBs (HVAC, Plumbing, Roofing, Electrical, etc.)

About the Mission

411 Locals generates direct-response leads for 3,500+ US home service SMBs and is scaling to 10,000+ client accounts. We operate toward high-volume, short-form native social media content and AI generated videos.

We are looking for a Director of Social Media Creative—a hands-on creator and growth operator capable of managing high-volume short-form video strategies across dozens of online properties and pages.

This role bridges the gap between viral short-form social trends (DIY troubleshooting, homeowner advice, before-and-after reveals) and AI-assisted scalable video production.

Core Responsibilities

• Multi-Property Social Media & Creator Strategy: Architect, deploy, and oversee high-volume short-form video campaigns across multiple client pages and social properties. Combine native community engagement practices with direct-response lead generation frameworks.
• High-Volume AI Video Production Pipeline: Build and scale an AI-assisted video pipeline leveraging Kling, Seedance, Higgsfield, CapCut, Claude/ChatGPT, Nanobanana/ChatGPT Image Gen, ElevenLabs, and HeyGen. Translate organic home service trends and DIY homeowner queries into dozens of daily video variations.
• Avatar & Presenter Strategy Optimization: Apply data-driven creative findings—such as deploying optimized female AI presenters and relatable creator personas—to maximize hold rates, engagement, and click-through rates.
• Meta Testing & Performance Iteration: Systematically test hooks, visual storytelling formats, DIY vs. pro-service angles, and CTAs across 20+ home service verticals. Monitor key metrics (Hook Rate, Hold Rate, CTR, CPL, CPA) and rapidly iterate on winning concepts.
• Community & Conversion Alignment: Drive high consumer trust and lead velocity by blending organic-style viral formats with clear call-to-actions tailored to local US homeowners.

Key Performance Targets

• Cost Per Lead (CPL): Reduce blended CPL from $15 ➔ Under $10.
• Lead Volume per Client: Scale average lead generation from 0.3 ➔ 2+ leads/day per SMB account.
• Winning Creative Velocity: Continuously discover, build, and deploy new winning video frameworks weekly across multiple social properties.

Must-Have Qualifications & Profile

• Hands-on Social Creator / Operator Experience: Proven background managing short-form video content production (Reels, TikTok, YouTube Shorts) across multiple social media accounts or online properties.
• Generative AI Tooling Mastery: Deep practical knowledge integrating generative AI video and creative tools into active production workflow:
• Scripts & Angles: Claude, ChatGPT (scripting, hook generation, audience psychology).
• Visual Assets & Storyboards: Nanobanana, ChatGPT Image Gen, Midjourney.
• AI Video & Animation: Kling, Seedance, Higgsfield.
• Editing & Audio: CapCut, ElevenLabs, HeyGen.
• Direct-Response & Lead Gen Focus: Deep understanding of lead generation mechanics, conversion hooks, and audience engagement strategies.
• Data-Driven Execution: Fluency in Meta Ads Manager data, managing ad decay, and building repeatable, high-speed testing frameworks.

Work Conditions & Compensation

Base Salary: $3,000 USD / month base + Performance Bonuses tied directly to CPL reduction and lead volume targets.

100% Remote

Reporting: Direct to Executive Leadership.

APPLICATION INSTRUCTIONS (REQUIRED - READ CAREFULLY)

To apply, send an email directly to exec.recruitment@us.411locals.com - Subject Line Formatting: Social-Creative] Director of Social Media Creative - Your Name ;

List:

• The specific AI video, image, and editing tools you personally used in production over the last 6 months, along with your proficiency rating (1–10) for each.
• A summary of your experience managing short-form content operations across multiple social accounts or pages.

Work Examples / Portfolio: Attach or link case studies, video portfolios, or analytics demonstrating performance ads or organic short-form videos you personally directed/produced that lowered CPL or scaled direct-response lead generation.