Performance Creative Strategist

SUMMARY:
The Performance Creative Strategist will specialise in direct-response lead generation advertising, with a focus on hooks, scripts, CTAs, offers and ad formats.

POSITION INFO:
Performance Creative Strategist Turn paid media performance data into high-converting direct-response creative concepts across Meta and Google. Remote (Focus on Cape Town) | Remote | 08:00-17:00 UK time | R60,000-R70,000 per month ABOUT OUR CLIENT Our client is a fast-growing UK performance marketing and lead generation business that builds, owns and operates its own proprietary brands, primarily within the B2B space. The business drives all traffic internally through paid media channels, with no external clients, agency pitches or scope creep. The business invests its own capital, builds demand-generation assets end-to-end, buys traffic across Meta and Google, and monetizes verified leads through conversion partners. THE ROLE: PERFORMANCE CREATIVE STRATEGIST The Performance Creative Strategist will specialise in direct-response lead generation advertising, with a focus on hooks, scripts, CTAs, offers and ad formats. Production capacity is not the bottleneck; the core responsibility is deciding what to create and why it will convert. You will turn ad account data into high-converting creative concepts, build a structured concept library and briefing system for the media buying team, and direct an in-house AI studio comprising editors, designers, UGC creators and freelancers to produce assets at scale. You will own the full creative roadmap, from research, ad-library analysis, customer language mining and concepting through to briefing, production oversight and iterative performance testing across Meta and Google. KEY RESPONSIBILITIES Turn ad account data into high-converting creative concepts. Develop direct-response lead generation advertising concepts across hooks, scripts, CTAs, offers and ad formats. Build and maintain a structured concept library and briefing system for the media buying team. Direct the in-house AI studio, including editors, designers, UGC creators and freelancers, to produce creative assets at scale. Own the full creative roadmap across Meta and Google. Conduct research and ad-library analysis. Mine customer language to inform creative concepts. Develop and brief creative concepts for production. Oversee creative production. Lead iterative performance testing across Meta and Google. Translate ad performance metrics and why an ad won or lost into the next creative testing cycle. Originate scaling concepts backed by concrete performance metrics. Write and develop short-form video scripts, static ad copy and UGC-style advertising using structured formulas including hook, tension, proof, objection and close. Integrate AI tools into creative production workflows. Collaborate with media buyers using strong media buying knowledge and fluency. ABOUT YOU Minimum 3+ years of experience in performance creative, creative strategy or growth creative. Direct-response lead generation background is non-negotiable and must be non-e-commerce. Deep direct-response lead generation experience across B2B or B2C lead generation. Strong paid media knowledge across Meta\/Facebook Ads and Google Ads. Proven experience with video hooks, CTAs and ad copywriting. Proven track record of originating scaling concepts backed by concrete metrics. Demonstrated ability to translate ad performance metrics, including why an ad won or lost, into the next creative testing cycle. Strong copywriting and scripting skills across short-form video, statics and UGC-style ads. Ability to follow structured creative formulas incorporating hook, tension, proof, objection and close. Expertise in scripting, hooks, CTAs and offers. Hands-on experience integrating AI tools into creative production workflows, including tools such as Veo, Nano Banana and GPT. Hands-on usage of AI advertising tools is non-negotiable. Media buying fluency to collaborate seamlessly with media buyers. WORKING HOURS 08:00-17:00 UK time. BENEFITS & ADDITIONAL INFORMATION 6-month probation period with early exit options for top performers. 21 days annual leave. 8 UK bank holidays. Medical aid and pension active post-probation.