About the Company
Our client helps people learn languages through TV shows, movies, and interactive learning tools, positioning itself as the Netflix of language learning.
Role Overview
This is a Performance Creative Strategist role focused on Meta paid marketing for a consumer subscription business, with an emphasis on the US market. This person will connect customer insight, creative ideas, performance analysis, and campaign planning to subscriber acquisition and revenue. Working with paid acquisition colleagues, designers, editors, and creators, they will lead creative across UGC, statics, product demonstrations, and other formats. UGC is a proven strength for the client; statics offer speed and efficiency, and this person's judgment will determine the right mix. They'll have the opportunity to shape how people discover the product, understand its value, and decide to make language learning part of their lives.
Responsibilities
Strategy and research
- Translate customer motivations, objections, and subscription behavior into distinctive concepts
- Track competitors' ads, positioning, offers, and landing pages; maintain a library of broader creative references and turn insights into original tests
- Explore why people want to learn, what has frustrated them before, and what makes a subscription feel worthwhile
- Look beyond language-learning competitors for fresh storytelling and format ideas, treating visible ads as hypotheses to test
- Use reviews, customer conversations, support feedback, and ad comments to capture the language people use
- Bring a clear point of view on which audiences, needs, and objections deserve the next creative test
Creative development
- Build a steady pipeline of fresh angles and iterations
- Write hooks, scripts, copy, and briefs; direct creators, editors, and designers
- Balance performance with brand voice and credible product messaging
- Give production partners specific direction on casting, delivery, shot lists, product demonstrations, and alternate hooks
- Plan reusable footage and variations while continuing to introduce genuinely different concepts
Meta performance
- Review Ads Manager and funnel results regularly, connecting attention and click metrics to trial conversion, paid subscriber CAC, and revenue
- Understand campaign objectives, audiences, placements, budgets, fatigue, and attribution limitations; recommend what to test, stop, improve, or scale with the acquisition team
- Define each test's hypothesis and success criteria, distinguish new concepts from execution changes, and account for conversion delays
- Explain reporting alongside subscription data, monitor changes in performance over time, and distinguish promising early signals from findings supported by enough data
Landing-page alignment
- Partner with growth and design colleagues to align ad promises, offers, headlines, visuals, proof, and calls to action with landing pages
- Use results across signup, trial, and paid conversion to diagnose gaps and plan coordinated tests
- Brief page changes alongside ad concepts and check the live experience before launch
- Identify whether disappointing results reflect the creative, an expectation mismatch, or a later conversion step
Sales and promotions
- Own the forward creative and promotional calendar
- Plan concepts, offers, production, approvals, and deadlines ahead of launches; coordinate messaging across ads, landing pages, and email, and review results against agreed goals
- Work backward from seasonal sales and product launches, leaving time for production and testing
- Prepare launch, reminder, and final-call messaging where appropriate, then carry campaign learnings into the next promotion
Execution and learning
- Manage creative timelines and agreed production budgets, document test findings, and present clear recommendations
- Check mobile readability, captions, pacing, placement suitability, product accuracy, offers, dates, and links before launch
- Keep asset trackers and research organized, communicate tradeoffs early, and make priorities clear when time or production resources are limited
Who They're Looking For
- X+ years in paid-social creative strategy or direct-response advertising, with independent campaign ownership and demonstrated results, able to explain commercial context, their contribution, testing decisions, and lessons from both successful and unsuccessful campaigns
- Experience with consumer subscription apps or comparable digital subscription products; understanding of consumer psychology, perceived value, trust, trial conversion, retention, churn, and lifetime value
- Deep practical Meta knowledge, confidence interpreting campaign and funnel data, and experience turning findings into creative decisions
- A strong portfolio across video and statics, including hands-on UGC concepting, creator briefing, scripts, and edit direction; ability to generate distinct ideas consistently
- Experience advertising to US consumers, excellent English copywriting, and strong storytelling, visual judgment, and attention to detail
- Experience planning promotions and connecting ad strategy to landing-page creative and conversion
- Clear presentation and collaboration skills: explains rationale, gives actionable feedback, builds alignment, and adapts to evidence
- A proactive, organized working style: identifies opportunities, prioritizes independently, and keeps multiple projects moving
- Comfort using spreadsheets, creative analytics tools, and project-management systems to track assets, tests, deadlines, and learnings
