UGC Video Creative Strategist

About this role

We are hiring an elite, results-obsessed UGC Video Creative Strategist to own the strategy, scripting, and production of high-performing video ads for a fast-scaling DTC skincare and cosmetics brand.
This is not a traditional social media, content, or general creative role. We are looking for someone who understands how to turn consumer psychology, winning angles, compelling hooks, and direct-response copy into UGC videos that stop the scroll, hold attention, and drive purchases.
You should have a proven understanding of what makes UGC ads work at scale — from identifying winning customer avatars and pain points to developing hooks, writing scripts, directing creators, and continuously iterating based on performance data.
You will be responsible for building and improving a high-volume pipeline of UGC concepts and creatives, working closely with editors, creators, and the performance marketing team to turn winning ideas into scalable ads.
If you can look at a DTC ad and immediately identify why it works, and then write a better version, we want to hear from you.
Requirements
What You'll Do
UGC Creative Strategy & Concepting

• Own the UGC video creative strategy across the brand's paid social channels, with a primary focus on Meta and other performance-driven platforms.

• Research competitors, emerging DTC brands, winning ads, consumer trends, and social media content to identify new creative opportunities.

• Identify high-potential customer avatars, pain points, desires, objections, benefits, mechanisms, and purchasing triggers.

• Develop fresh creative angles and concepts based on customer psychology, product positioning, market trends, and performance data.

• Continuously build a pipeline of new UGC concepts designed for testing and scaling.

UGC Scripting & Direct-Response Copy

• Write high-converting UGC video scripts from concept through final execution.

• Develop scroll-stopping hooks that capture attention within the first few seconds.

• Create strong opening patterns, storylines, transitions, CTAs, and retention mechanisms designed specifically for short-form video.

• Write scripts for different UGC formats, including:

• Talking-head / "yapper" videos

• Customer testimonials

• Problem/solution videos

• Product demonstrations

• Before & after concepts

• Founder-style videos

• Expert/authority-style UGC

• Testimonial-driven ads

• Objection-handling creatives

• Storytelling and transformation-based ads

• Adapt winning hooks, angles, and scripts into multiple variations to increase testing volume and creative output.

• Understand how to balance native-looking UGC with direct-response principles without making the content feel like a traditional advertisement.

Creative Production & Direction

• Own the creative process from concept → script → creator brief → production → editing → final ad.

• Develop clear and actionable briefs for UGC creators, ensuring they understand the hook, messaging, delivery, emotion, visual direction, and CTA.

• Source, evaluate, and collaborate with UGC creators when required.

• Direct creators to achieve the desired delivery, authenticity, pacing, and performance-oriented execution.

• Work closely with video editors to ensure every creative is edited for maximum hook rate, watch time, retention, and conversion potential.

• Review creative outputs rigorously and provide precise feedback until they meet the required standard.

• Maintain a high creative velocity and ensure concepts move quickly from ideation to testing.

Performance & Creative Optimization

• Analyze creative performance and identify why specific ads win or fail.

• Use metrics such as hook rate, thumb-stop rate, hold rate, watch time, CTR, CVR, CPA, ROAS, and other relevant KPIs to guide creative decisions.

• Break down winning ads into their underlying components — hook, angle, avatar, script, offer, visual pattern, pacing, CTA, and emotional trigger.

• Create iterations and variations of winning creatives rather than simply producing completely new concepts.

• Continuously test new hooks, scripts, angles, creators, formats, and executions.

• Work closely with the paid media team to understand performance and translate data into the next round of creative testing.

Competitive & Market Research

• Conduct ongoing research across Meta, TikTok, Instagram, YouTube, Amazon, competitor websites, Reddit, and other relevant channels to identify emerging creative trends and consumer insights.

• Study high-performing DTC brands both inside and outside the beauty/skincare space.

• Identify patterns in winning UGC ads and translate those insights into original concepts for the brand.

• Stay ahead of evolving UGC formats, creator styles, cultural trends, and direct-response advertising techniques.

What You'll Bring

• Proven experience as a UGC Creative Strategist, UGC Video Strategist, Creative Producer, or similar performance-focused role within the DTC/e-commerce space.

• A verifiable track record of creating or scaling profitable UGC video ads, with actual performance results you can walk us through.

• A portfolio containing real UGC/performance video ads, not primarily static designs, organic social content, or branding work.

• Deep understanding of direct-response advertising and performance creative.

• Exceptional UGC scriptwriting and direct-response copywriting skills.

• Strong understanding of hooks, angles, avatars, pain points, objections, storytelling, retention, and CTAs.

• Experience creating creative specifically for paid acquisition, rather than solely organic social media.

• Strong understanding of DTC funnels, offers, landing pages, and the relationship between the ad and the post-click experience.

• Experience working with Meta Ads and performance marketing teams, with visibility into creative performance.

• Ability to interpret performance data and turn insights into concrete creative iterations.

• Experience working with UGC creators,…