Director of Performance Creative

About this role

The job in one line
You run the team that makes our video ads.
Not the brand film. Not the packaging. The hundreds of pieces of video that go into paid social every month, get measured against hook rate and CPA, and either scale or die.
Creative is our single biggest growth lever. Right now it's the constraint. We're hiring the person who removes it.

What you'll actually do
Build and run the creative engine. Hire and lead a pod of creative strategists and performance editors. Set the concept volume, the testing cadence, and the standard. Own the pipeline from insight → brief → shoot/edit → launch → read → iterate. You are accountable for throughput and for what the work does to blended CAC.
Decide what we make and why. Translate performance data and customer research into creative frameworks — angles, hooks, formats, and segmented lanes across our product line. You should be able to look at a week of results and say what to make next, and defend it.
Own the creative testing system. Structured hypotheses, clean reads, real learning loops. We want a library of what works and why, not a folder of ads. You'll partner closely with growth on measurement and with our data team on the numbers behind it.
Direct creator and UGC output. Write the briefs. Set the formats. Make sure what comes back from creators is built to perform, not just built to look nice. Own content acquisition strategy end to end.
Set the visual and tonal guardrails. Energy, pacing, tone, what feels undeniably Everyday Dose — and what converts without eroding trust. We are not chasing trends. We're defining a lane.
Work across the company. Product on launches and positioning. Retail on adaptation. CX on mining what customers actually say. Growth on where the money goes.

What success looks like in 90 days
A functioning creative pod with a clear operating cadence
A step change in concept volume and iteration velocity
Improved blended CAC attributable to creative, not just to spend
A documented point of view on what works for our customer, backed by tests
A team that thinks in hypotheses, not in trends
Requirements
What we're looking for
8+ years in performance creative and/or direct-response marketing, with real ownership of paid video
You have personally led a team producing video ads at volume — in-house or at a performance creative shop. If you've worked at or alongside a TubeScience-model operation, we want to talk.
DTC or CPG background. Supplements, wellness, beauty, or fitness is a strong plus.
Fluent in the numbers. Hook rate, thumbstop, hold, CVR, CPA, blended CAC, LTV. You can read a creative report without a translator.
Strong instincts for female-focused wellness brands and an understanding of the midlife female consumer
Taste, and the ability to explain it. You can articulate why something works, not just that it did.
You use AI tooling daily to move faster on ideation, iteration, and QA

Bonus
You've helped scale a nine-figure DTC brand
You've built and mentored a creative team while managing up to a demanding exec
Direct-response or VSL background

What this role is not
Not a brand-only storyteller
Not a pure art director
Not a production or post manager
Not a media buyer

If your portfolio is beautiful but you can't tell us what it did to CAC, this isn't the right fit — and that's fine.

How to apply
Skip the cover letter. Instead, send us:

Three ads you made that worked — link or file. For each, one or two lines on the insight behind it and what it did to performance. Numbers if you have them; honest estimates if you don't.
One ad you made that failed, and what you learned.
A short answer: you're handed a wellness brand doing eight figures with a CAC that's crept up 30% in six months. Creative is stale. What are your first three moves, and in what order?

We read these carefully. Applications without them won't move forward.
Benefits
Strong base, performance bonus
Meaningful equity because we want you to own a piece of what you build
Health benefits + health stipend
Generous time off
Free product