Creative Strategist

Ethnik Living is hiring a Creative Strategist to own our paid media creative strategy, discover new customer personas, and build a consistent pipeline of ads that help us acquire customers profitably.

As a furniture and home decor brand with products including wall mirrors and wall sconces, we need creative that helps people picture our pieces in their homes and gives them a compelling reason to buy. You will turn customer insights and performance data into messages, short- and long-form video concepts, and static ads that we can test and improve.You will lead creative sprints with our Graphic Designer and Marketing Manager, guide creators and editors, and take projects from research through production to launch. We are looking for someone who can write, interpret results, give clear creative direction, and move work forward independently.

What you will do

Customer research and messaging

• Find and validate new customer personas, purchase motivations, and use cases through reviews, surveys,customer conversations, support tickets, and social DMs.

• Build messaging for each persona and stage of the buying journey, covering desired outcomes, objections,product benefits, supporting proof, offers, and calls to action.

• Use Particl, Foreplay, Meta Ad Library, and similar tools to research competitors, monitor creative trends,and identify opportunities to test for Ethnik Living.

• Turn customer psychology into specific creative ideas, such as room transformations, styling advice, product comparisons, and answers to concerns about size, finish, quality, or value.

Creative concepts and copywriting

• Develop fresh concepts every week across short-form and long-form video, UGC, founder content,testimonials, product demonstrations, static ads, carousels, and animation.

• Write direct-response hooks, scripts, voiceovers, headlines, captions, and calls to action. Shape each story around the audience, product, and intended next step.

• Create briefs with a clear hypothesis, persona, message, visual references, shot list, format requirements, and success measures so the team can execute confidently.

• Develop recognizable Ethnik Living hooks and creative formats, and adapt concepts to the behavior and viewing context of each paid media platform.

Creative testing and performance analysis

• Own a rolling testing roadmap tied to acquisition priorities. Plan tests across personas, products, hooks,narratives, formats, and offers, balancing new concepts with iterations of proven ads.

• Agree test priorities, budgets, evaluation windows, and criteria for success with the paid media owner.

• Recommend which concepts to stop, iterate, or scale based on the available evidence.

• Analyze creative results at the concept, angle, format, and creator level. Use acquisition cost, conversion rate, and ROAS alongside click-through, hook, and video retention metrics to guide decisions.

• Identify viewer drop-off patterns and creative fatigue. Turn findings into specific changes to storytelling,pacing, visuals, proof, and copy, then test whether those changes improve results.

• Lead weekly creative reviews that explain what we tested, what we learned, and what we should produce next.

Team leadership and production sprints

• Manage the creative work of our Graphic Designer and Marketing Manager through regular production sprints. Set priorities, assign owners, give structured feedback, and hold the team accountable for delivery.

• Maintain the pipeline from idea and brief through production, review, approval, and launch. Keep a rolling calendar and an agreed reserve of approved ads ready to test.

• Select and brief creators, customers, and production partners. Plan talent, settings, props, and shot lists, and direct shoots when needed to capture useful, reusable footage.

• Guide editors with precise notes on hooks, pacing, narrative structure, and calls to action. Use visual references, annotated boards, or lightweight prototypes to communicate direction.

• Manage production capacity, external resources, and costs. Resolve blockers early and consolidate feedback so revisions keep moving.

Creative systems and quality

• Build a searchable library of hooks, scripts, raw footage, briefs, and proven concepts, tagged by product,persona, platform, and creator. Keep a living playbook of test results and learnings.

• Maintain a creative scorecard covering active tests, production progress, performance, and next actions.Use it to help the team prioritize its time and creative investment.

• Review assets before launch for message clarity, copy, layout, platform specifications, and brand consistency. Ensure product scale, finishes, features, and claims are represented accurately.

• Coordinate creative priorities with product launches, promotions, and stock availability. Work with the marketing team to align ad messages with landing pages, email, and SMS.

• Keep research and production methods current, including practical use of AI for ideation, copy variations,and workflow efficiency.What you bring

• 3+ years in creative strategy, performance marketing, direct-response copywriting, or content creation at a DTC brand or performance agency.

• A portfolio of paid ads you personally helped develop, with a clear explanation of your contribution, the hypothesis, the results, and what you learned.

• Strong working knowledge of Meta advertising, UGC, customer psychology, and the creative conventions of short-form video platforms.

• Excellent copywriting and visual storytelling skills, including the ability to develop both short-form hooks and longer narratives.

• Confidence reading Ads Manager and creative analytics reports, connecting performance patterns to actionable briefs and tests.

• Experience directing designers, editors, or creators and managing several projects through feedback, approvals, and delivery.

• Comfort using Particl, Foreplay, or comparable research tools, with the ability to explain how research informs your creative decisions.

• Initiative, sound judgment, and clear communication. You can work quickly, use resources thoughtfully, and revise your assumptions when evidence changes.

Nice to have

• Experience in furniture, home decor, interior design, or another visual product category.

• Experience with TikTok and YouTube paid creative, creator partnerships, or paid amplification through creator accounts.

• Ability to film or make lightweight edits and prototypes using tools such as CapCut, Premiere, Figma,Photoshop, or Canva.