Performance Creative Strategist

📋 Description

• • Heidi Health is revolutionizing healthcare by building an AI Care Partner that empowers clinicians and enhances patient care. We are a passionate team of doctors, engineers, designers, researchers, and creatives dedicated to giving healthcare professionals more time to focus on what truly matters: their patients. In a remarkably short period, Heidi has already returned over 18 million hours to healthcare professionals, supporting an astounding 73 million patient visits across 116 countries. Our platform is currently powering more than ten million patient visits monthly worldwide. With significant backing, including nearly $100 million in funding, we are experiencing rapid growth in the US, UK, Canada, and Europe, forging key partnerships with leading health systems such as the NHS, Beth Israel Lahey Health, and Monash Health.
• • The Paid team at Heidi has historically faced challenges with long-term creative ownership, leading to a lack of sustained impact. To address this critical gap, we are establishing a dedicated Performance Creative squad with the mandate to permanently fix this issue. As a Performance Creative Strategist, you will be instrumental in defining and executing the creative strategy that drives Heidi's global scaling efforts. Your role transcends simply creating advertisements; it involves building a robust, compounding creative system that fuels our growth trajectory. This is an exceptional opportunity for an individual who thrives on running performance creative operations with the agility and innovation of a startup within a rapidly expanding company.
• • This position is distinctly different from traditional brand storytelling or campaign management roles. Instead, it is fundamentally about applying creative strategy directly in service of measurable growth, prioritizing performance-first thinking, and acting as a system builder rather than merely an asset producer. You will be the architect of our performance creative engine, ensuring that every creative output is strategically aligned with our growth objectives.
• • Your core responsibilities will encompass defining the overarching creative roadmap across key platforms including Meta, Google, LinkedIn, and YouTube, as well as exploring emerging channels. You will be responsible for developing and implementing structured testing frameworks, meticulously analyzing elements such as hooks, formats, creative angles, target customer profiles (ICPs), and compelling offers. A crucial aspect of your role will be translating performance insights derived from data into actionable, repeatable creative playbooks that can be consistently applied. Furthermore, you will identify and address the unique creative needs for global markets, including the UK, Canada, US, ANZ, and other emerging regions, ensuring cultural relevance and effectiveness.
• • You will drive the entire insight-to-concept-to-iteration loop. This involves writing high-performance creative briefs that are deeply rooted in performance data and a thorough understanding of clinician pain points. You will act as a vital bridge between the media buying team and the design function, ensuring seamless collaboration and alignment. Your leadership in ideation will span a diverse range of creative formats, including direct-response video, user-generated content (UGC)-style creative, product demonstrations, and offer-led or proof-led creative executions. You will establish structured testing loops in close collaboration with the media buying squad to ensure continuous optimization and learning.
• • Embracing the future of creative production, you will leverage AI tools to significantly accelerate ideation and production workflows. You will actively experiment with AI-generated video and other scalable formats, building upon the strong initial results we are already observing. The focus will be on developing scalable creative systems rather than producing isolated, one-off hero assets, ensuring efficiency and long-term impact.
• • A key element of this role is commercial accountability. You will directly own the creative team's contribution to critical business metrics such as Customer Acquisition Cost (CAC), Lifetime Value (LTV), and payback targets. This requires a deep understanding of funnel metrics, from initial impression through to signup and user activation. You will possess the commercial acumen to make informed decisions about when to invest further in successful creative strategies and when to pivot away from underperforming ones.
• • Ultimately, you will be the driving force behind a creative engine that not only captures attention but also converts it into tangible business results, directly contributing to Heidi's mission of expanding the world's capacity to care.