Performance Creative Strategist, Paid Social (DTC)

Homestead Studio We are an email marketing agency specializing in growing eCommerce brands by creating exciting, engaging, and personalized messaging across email and SMS channels. Our expertise in email and SMS marketing allows our clients to cultivate relationships with potential customers and build lasting relationships with current customers to create lifetime value. About the role This role is focused on writing direct response ad creative for DTC brands, grounded in performance data and built to acquire new customers profitably at scale. The Performance Creative Strategist owns the full creative strategy lifecycle for a portfolio of 4–7 DTC client accounts — from brief writing and competitor analysis through performance data interpretation and iteration roadmapping. You know why a hook converts, how to structure a direct response script, and what it looks like when creative fatigue is dragging an account. You’re curious, data-literate, and energized by the feedback loop between creative and performance. This role reports to the Creative Strategist (CS) Team Lead. Responsibilities Own creative strategy for a portfolio of DTC clients — master their brand voice, product positioning, customer psychology, and competitive landscape so every brief you write is informed and specific Write direct response ad scripts, briefs, shot lists, and copy for UGC-style video, static, and hybrid ad formats optimized for Meta and TikTok acquisition campaigns Develop and present creative testing frameworks — outline testing variables, write hypotheses, and execute creative based on data-backed insights Identify content gaps and whitespace opportunities by conducting social listening, competitor audits, and trend analysis across platforms Build monthly creative roadmaps and maintain ongoing account strategy across your book of business Analyze ad performance data weekly — review hook rates, hold rates, thumbstop, CTR, CVR, CPA, and ROAS to identify creative winners, diagnose underperformers, and build iteration roadmaps Use account-specific kill/scale thresholds to prioritize tests under incomplete or conflicting data; look beyond initial ROAS/CPA to secondary metrics (thumbstop, CTR, CPC) to determine next steps Translate performance learnings directly into the next round of briefs Collaborate with designers and editors by providing clear briefs and reviewing ad quality before anything reaches the client — CS does not do hands-on design or editing Facilitate the full creative loop: take priorities from the Account Manager (AM), brief the production team, and get approved creative in front of the client. Present creative updates directly to clients, both asynchronously (biweekly/weekly updates in client channels) and live (monthly roadmaps, creative kickoff calls) Manage client approvals and feedback loops, incorporating notes into final deliverables while keeping projects on track. Proactively identify missing assets needed to execute strategy and communicate those needs directly to clients via shot lists or asset requests. Leverage AI tools (we use Claude) to accelerate research, scripting, and creative iteration — you’re expected to work with AI as a daily tool in your workflow, not treat it as a novelty Apply our “Human-Led, AI-Assisted” principle: AI supports research, scripting, and iteration but does not replace creative judgment; QA all AI output against context the model doesn’t have (e.g., verify scraped reviews before use), and handle client data in accordance with per-client NDAs Qualifications 2+ years of hands-on experience writing direct response ad creative (scripts, briefs, ad copy) specifically for DTC brands running paid social acquisition campaigns Hands-on experience writing direct response ad creative (scripts, briefs, ad copy) specifically for DTC brands running paid social acquisition campaigns — a hard two-year cutoff is less important than demonstrated creative instinct and directly relevant experience Demonstrated ability to analyze ad creative performance data (hook rate, thumbstop, CTR, ROAS, CPA) and translate findings into new creative strategies and iterations Deep working knowledge of Meta Ads (Facebook and Instagram) — how creative performs in-platform, how the algorithm rewards engagement, and what formats and placements drive results Strong understanding of direct response copywriting principles: hooks, offers, CTAs, urgency, social proof, and storytelling frameworks that convert Experience writing UGC-style scripts and briefs, including talent direction and shot-by-shot breakdowns Familiarity with TikTok ad creative and trends Familiarity with creative tools including Figma, Canva, and Adobe Creative Suite Experience working agency-side with multiple DTC clients simultaneously Hands-on experience using AI tools (Claude, ChatGPT, or similar) to support creative workflows — research, brainstorming, scriptwriting, competitive analysis, or performance interpretation Hands-on exposure to media buying or close collaboration with buyers (you understand the buy side even if you’re not the one in Ads Manager) Working knowledge of creative analytics tools like Motion Experience with project management and communication tools like Asana and Slack Ability to QA creative output against design best practices — hands-on design execution is not part of this role Additional Information This is a fully remote role. Candidates must be able to work standard business hours (9:00am–5:00pm) in ET, CT, MT, or PT time zones. Homestead Studio is an affirmative action and equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, disability, age, sexual orientation, gender identity, national origin, veteran status, or genetic information. Homestead is committed to providing access, equal opportunity, and reasonable accommodation for individuals with disabilities in employment, its services, programs, and activities. Note on Application Responses We strongly encourage applicants to answer questions in their own words. While tools like ChatGPT can be helpful for organizing or polishing your thoughts, it is very easy to recognize when responses are copied and pasted without personalization. Candidates who use AI in that way are typically less successful in our process. Please treat your responses as an opportunity to show us how you think and communicate. #LI-DNI