Creative Strategist – D2C

Creative Strategist (D2C / DTC) at NUTRICOOK — own every ad we run for a category-leading lifestyle kitchen appliance brand scaling its direct-to-consumer business.

Who we are

NutriCook is a leading home and kitchen appliance brand headquartered in Dubai, with a fast-growing D2C (DTC) business. We focus on healthy cooking: air fryers, pressure cookers, indoor grills, ovens, food prep and cookware.

We are a category leader across the Middle East, and in 2027 we launch into Europe, the UK, Southeast Asia and India. Our own direct-to-consumer channel is already a meaningful part of the business. Our objective is to multiply it, and creative is the single biggest lever we have.

We are a lean team. If you own something here, you genuinely own it.

Why this role exists

Our D2C business has a ceiling on it, and the ceiling is our ads. Not our product, not our traffic, not our agency's media buying. Our creative.

Too much of it is AI-generated and it looks like it. We don't produce enough of it. And nobody wakes up owning it. Look at what Caraway and IM8 put out: that is the bar. Ads built on a real insight about a real person, made properly, in enough volume to keep testing and keep winning.

You will not inherit a creative engine or a production setup. You are building it.

What this job is, and what it is not

· You own the idea. You decide what we say, to whom, and why it will make them stop and buy.

· You direct, you do not edit. You brief and manage creators and editors to produce the work.

· You build the bench. You find, brief and manage the creators, editors and freelancers who make the work.

· You don't buy media. Our agency runs the buying. You own what they run.

· You don't make brand films. This is direct response. Every ad has a job, and the job is to sell.

What you will do

· Know our products and customers properly. Mine reviews, returns, support tickets and competitors' reviews for real objections and real moments of delight.

· Build a hook library and a point of view on what we should say, backed by evidence, not taste.

· Write tight briefs: hook, angle, objection, proof and format, before anything is shot.

· Source, cast and direct UGC creators so the output is usable first time.

· Ship a steady stream of genuinely new concepts, not recuts, and grow the active ad library to 200+.

· Run structured tests with a stated hypothesis. Read hook rate, hold rate, CTR and CVR by creative. Kill fast, scale winners, build the next five variations.

· Work with the agency on ROAS: they own the buying, you own the creative that makes it work.

· Make sure landing pages deliver what the ad promises, and run simple CRO tests to lift conversion.

What we need from you

· 3+ years owning performance ad creative on Meta and TikTok for a D2C or DTC e-commerce brand, or at an agency serving them.

· A portfolio of ads you personally conceived and briefed, with the insight, the test and the numbers behind them.

· Hands-on experience briefing and directing UGC creators.

· Fluency in creative performance data: hook rate, hold rate, CTR, CVR, cost per result. You can explain why an ad failed, not just that it did.

· Strong writing: hooks, scripts, ad copy.

· Proven volume: dozens of concepts a quarter, not a handful a year.

· A bias for action. You chase the creator, fix the edit and get it live.

Nice to have

· Home, kitchen, food or daily-use product experience

· Smart use of AI tools as an accelerator, knowing where they stop being good enough

· Arabic, or experience making creative for this region

· Static and motion design literacy, enough to art-direct

This job is not for you if

· Your ads have been made mostly by AI with light human direction.

· You've run social content rather than direct-response ads for a DTC brand.

· You need a creative director above you to decide the angle.

· You brief an agency and leave them to it. Here you own the output, not the handover.

How we measure you

· Yours alone: new concepts shipped per month, active ad library on the path to 200+, hook and hold rate, CTR and CVR by creative, and win rate against control.

· Shared with the agency: ROAS and cost per acquisition.

· The point of the role: incremental D2C revenue growth.

What we offer

· Full ownership of the creative behind a real, growing D2C business

· A product people genuinely love, which makes the creative job easier and more fun

· Real budget, real volume and direct access to leadership

· Competitive salary, annual performance bonus, medical insurance, annual air ticket and UAE visa as per company policy

How to apply

1. Apply here on LinkedIn and answer the screening questions.

2. Within 48 hours, email three ads you personally conceived and briefed to hr@caliberbrands.com with the subject line "My Best Ad". Links, files or screen recordings are fine. For one of them, tell us the insight, what you were trying to prove, what it spent and what it returned.

We only review applications that include the ads. The ads matter more than the CV.