Head of Performance Creative

This is a hands-on maker role with strategic range. You’ll own the full creative process for paid performance advertising — strategy, production, and optimization — across Meta, Google, TikTok, Reddit, and YouTube. But unlike a traditional Creative Director who delegates execution, you’ll personally produce the work: writing copy, designing statics, editing video, building landing page concepts, and iterating fast based on data.

You’ll also think beyond the ad unit. We expect you to see the full conversion system — from the hook that stops the scroll to the landing page that closes the sale — and take ownership of creative decisions across that entire journey. You don’t need to be a full marketing manager, but you need the instinct to look at a landing page and know it’s leaking conversion, or spot a disconnect between and ad’s promise and the page it sends people to.

You’ll work directly with our co-founders and own the output from concept to conversion.

Creative Production (60%)

• Personally produce 15-30 ad variants per week across static, short-form video, and copy — this is a volume game and you’re the engine
• Write direct response copy that converts: hooks, headlines, body copy, CTAs. You understand the difference between copy that sounds good and copy that sells
• Design and produce static ad creative — you’re fluent in Figma, Canva, or equivalent and don’t need a graphic designer for day-to-day output
• Edit and produce short-form video ads using AI-assisted tools and lightweight production workflows
• Use AI tools natively in your workflow — ChatGPT, Claude, Midjourney, RunwayML, ElevenLabs, or similar — for ideation, copy generations, image/video production, and scaling winning concepts. This isn’t a nice-to-have; it’s how you keep pace

Strategy & Optimization (25%)

• Own creative strategy  for paid acquisition across Meta, Google, TikTok, Youtube, and Reddit — you understand how each platform’s algorithm rewards different creative formats
• Monitor performance metrics daily (CTR, CPA, ROAS, CVR, hook rates) and use them to make creative decisions — kill what’s not working, double down on what is, iterate on what’s close
• Build and maintain a structured testing framework — you have a system for testing hooks, formats, audiences, and offers, not just gut instinct
• Think beyond the ad unit: review landing pages, post-click flows, and offer presentation with a conversion-first lens. Flag what’s broken. Propose what’s better. The ad and the landing page are one system, not two separate projects
• Stay sharp on the competitive landscape — what’s converting in DTC health and telehealth advertising, what platforms are rewarding, what hooks are fatiguing, what compliance trends are shifting

Conversion-Aware Marketing (10%)

• Audit and improve landing pages — you don’t just hand off traffic and hope for the best. You review the pages your ads point to and flag misalignment between the ad promise and the post-click experience
• Propose landing page copy, layout, and CTA changes based on what you’re seeing in the data. You don’t need to be a developer, but you should be able to mock up or wireframe a better page
• Think about offer structure and framing — how pricing is presented, how urgency is created, how objections are handled on-page — and bring ideas proactively
• Understand basic funnel mechanics: where traffic comes from, where it drops off, and what creative or messaging interventions can improve each step

Collaboration & Growth (5%)

• Partner directly with co-founder to align creative output with business goals, patient acquisition targets, and unit economics
• Provide creative input on broader brand touchpoints when needed — email, SMS, website, organic social — with the same conversion-first mindset
• As we scale, help build the creative function — define processes, manage freelancers or junior creatives, and establish a creative playbook. But today, the priority is execution

Must-Haves

• US-based — required
• Hands-on maker first. If your last three roles were primarily managing other creatives rather than producing ads yourself, this likely isn’t the right fit. We need someone who opens Figma, writes the copy, and ships the ad — not someone who briefs someone else to do it.
• Proven track record in direct response advertising. Your portfolio should show ads that drove measurable conversions (CPA, ROAS, CVR), not just engagement or brand impressions. If you can’t point to specific numbers, we’re not aligned
• AI-native workflow. You actively use AI tools (ChatGPT, Claude, Midjourney, RunwayML, ElevenLabs, or similar) as a core part of how you produce creative — not as a novelty you’ve tried once.
• Strong in both copy and visuals. You don't need to outsource the basics. You can write a hook, design a static, and cut a 15-second video without waiting on anyone else
• Fluent in ad platforms. You know your way around Meta Ads Manager, Google Ads, and Tiktok Ads — not just creative side, but how creative performance shows up in the data and how each platform’s algorithm rewards different formats
• Conversion-system thinker. You instinctively look at the full journey from ad to landing page to checkout. You notice when a landing page doesn’t match the ad’s promise, when a CTA is buried, or when an offer isn’t framed to convert

Strong Plusses

• Experience in DTC health, telehealth, or regulated industries — you understand what you can and can’t say, and you know how to make compliant copy compelling rather than boring
• Familiarity with GLP-1 or weight management advertising — the category has specific conversion psychology, objection patterns, and compliance constraints
• Landing page design or build experience — you can mock up or build a landing page yourself, not just critique one
• Experience managing creative budgets and working with freelance talent or UGC creators when needed

What This Role Is Not

We want to be upfront so neither of us wastes time:

• Not a brand-only role. If your strength is campaign concepting, video production oversight, and brand guidelines — but you don’t personally produce performance ads and read the data — this isn’t a match.
• Not a management-first role. You may manage freelancers or junior creatives down the road, but the immediate need is someone who produces at high volume, not someone who oversees a team doing it.
• Not a slow-moving environment. We test fast, learn fast, and iterate fast. If you need three rounds of internal review before an ad goes live, this pace will feel uncomfortable.

Compensation & Details

• Competitive salary commensurate with experience
• Remote, US-based
• Reports directly to co-founders
• High-autonomy, high accountability environment