Paid Social Creative Strategy Lead

📋 Description

• • Are you a visionary Paid Social Creative Strategist with a passion for driving growth and a deep understanding of Meta and TikTok? Butternut Box, a leading direct-to-consumer fresh dog food company, is seeking a dynamic individual to join our Marketing Growth Team in London. This pivotal role is instrumental in our mission to become the premier fresh dog food provider in Europe, ensuring a sustained growth trajectory over the next five years. As the Paid Social Creative Strategy Lead, you will be the driving force behind the strategy, execution, and performance of our paid social creative across Meta and TikTok, playing a crucial part in scaling our creative output while simultaneously elevating its quality and effectiveness.
• • This role serves as the central nexus connecting creative, media, and insight generation. You will orchestrate multiple workstreams, leveraging in-house talent, agency partners, and user-generated content (UGC) resources. A key responsibility will be facilitating the seamless sharing of creative assets and learnings across our international markets, ensuring that our paid social creative consistently drives efficient customer acquisition and brand engagement.
• • *Scaling Creative Output and Quality:**
• • Develop and implement robust systems, frameworks, and processes designed to significantly increase the volume of creative content produced without compromising on quality or performance. This involves establishing efficient workflows and best practices.
• • Ensure that all creative concepts, hooks, and formats are not only engaging but also repeatable, scalable, and deeply rooted in performance insights and customer understanding. This means building a library of effective creative elements.
• • Elevate the overall standard of creative excellence by providing clear, insightful, and actionable briefs, constructive feedback, and fostering a culture of continuous iteration and improvement.
• • *Channel Expertise (Meta & TikTok):**
• • Act as the go-to creative expert for Meta and TikTok, possessing an in-depth understanding of platform-specific best practices, algorithm nuances, and emerging trends. You will be the authority on what works on these platforms.
• • Guarantee that all creative assets are meticulously optimized for various placements, target audiences, and delivery signals to maximize reach and impact.
• • Proactively evolve our creative strategies and approaches in direct response to changes in platform functionalities, new ad formats, and evolving user behaviors.
• • *Creative Strategy, Briefing & Feedback:**
• • Formulate clear, compelling creative strategies and test hypotheses that are firmly grounded in data-driven performance insights. This involves translating analytics into creative direction.
• • Craft precise and actionable briefs that clearly define target hooks, creative angles, key messaging, and desired formats, ensuring alignment with campaign objectives.
• • Champion the development of captivating early-frame hooks that immediately grab audience attention and drive engagement.
• • Provide consistent, performance-focused, and constructive feedback across all creative workstreams, guiding teams towards optimal outcomes.
• • *Performance Insight & Optimization:**
• • Conduct thorough analysis of creative performance across key metrics such as Click-Through Rate (CTR), Conversion Rate (CVR), and Cost Per Acquisition (CPA). Identify what’s working and what’s not.
• • Distill complex performance data into clear, concise, and actionable insights that can be readily understood and implemented by the wider team.
• • Directly integrate learnings from performance analysis into future creative briefs, testing plans, and iterative improvements of existing assets.
• • Collaborate closely with the Paid Media teams to ensure that winning creative is effectively scaled to achieve maximum impact and efficiency.
• • *Project, Stakeholder & Workstream Management:**
• • Effectively manage multiple creative workstreams simultaneously, ensuring consistent alignment on concepts, priorities, and project timelines.
• • Coordinate the delivery of creative assets and campaigns across internal teams, external agency partners, and freelance creators, ensuring smooth collaboration.
• • Uphold rigorous standards to ensure all creative is delivered on time, strictly adheres to the brief, and meets or exceeds defined performance goals.
• • *Agency & People Management:**
• • Oversee and manage a creative agency, treating them as an extension of our internal team dedicated to our paid social creative efforts.
• • Provide direct line management to a team member focused on generating high-quality User-Generated Content (UGC) through creator collaborations.
• • Establish clear priorities, set high standards for quality and performance, and foster professional development goals for all team members under your purview.
• • *International Creative Sharing:**
• • Implement mechanisms to ensure that successful paid social creative assets, effective frameworks, and valuable learnings are efficiently shared with our international market teams.
• • Support local adaptation of creative content while rigorously maintaining the original performance intent and quality standards.
• • *About You:**
• • You possess a deep and nuanced understanding of Meta and TikTok creative best practices, including an awareness of algorithm requirements and emerging trends.
• • You have a proven track record in developing strong creative strategies and crafting effective, insight-led briefs.
• • You can demonstrate a clear ability to scale creative content production while simultaneously improving campaign performance outcomes.
• • You exhibit strong project management, stakeholder management, and agency management skills, ensuring seamless execution.
• • You have prior experience in line-managing creative or content-focused roles, with a talent for developing individuals.
• • You are highly analytical, with a demonstrated ability to translate performance data and insights into concrete, actionable creative strategies and optimizations.