Creative Strategist

Core Responsibilities

1. Customer Psychology & Avatar Building

• Deeply understand how Indian customers think, hesitate, decide, and buy
• Identify emotional triggers, insecurities, desires, objections, and motivations
• Build clear customer avatars per product (gender, tier, mindset, pain points)

2. Angle & Concept Development

• Break every product into 5–10 strong ad angles
• Decide what to sell before how to sell
• Align angles to:
• Cold audiences
• Retargeting
• Scaling creatives
• Understand which angles work for Indian markets (Tier 1 / Tier 2 / Tier 3)

3. Hook Design & Thumb-Stop Engineering

• Design high-performing hooks (0–3 seconds)
• Understand which hooks are dead vs working in 2026
• Create multiple hook variations per angle
• Define hook + opening visual direction clearly

4. Script Ownership (End-to-End)

• Write complete performance-oriented ad scripts including:
• Opening line (exact words)
• Story flow (problem → tension → solution)
• On-screen text suggestions
• CTA & offer framing
• Tonality (Hinglish / Hindi / English)
• Ensure scripts work even with average creators

5. Collaboration with Video Editors

• Work closely with editors to guide:
• Pacing & cut timing
• Visual emphasis
• Text overlay hierarchy
• Provide structured feedback & iteration notes
• Improve creatives based on performance data

6. Influencer & Creator Direction

• Decide:
• What type of creators to use
• What content should be filmed
• What emotions, tonality & environment to show
• Create clear creator briefs:
• Opening lines
• Body language cues
• Filming do’s & don’ts
• Help extract multiple ad variations from one creator shoot

7. Meta Performance Feedback Loops

• Analyze creative-level data:
• Thumb-stop rate
• Hold rate
• CTR, CPC, CPA
• Identify:
• Why a creative worked
• Why it failed
• What to iterate (hook, angle, visual, offer)
• Maintain Kill / Iterate / Scale decisions weekly

8. Creative Testing System

• Build structured creative testing frameworks
• Avoid random, unplanned testing
• Track learnings angle-wise and product-wise
• Document what works and why

Must-Have Skills & Experience

• Strong understanding of Indian consumer psychology
• Hands-on experience with Meta Ads creatives
• Ability to think in angles, hooks, and systems, not just ideas
• Experience working with UGC creators and editors
• Comfortable reading ad performance data
• Strong communication & execution clarity

This Role Is NOT

• Just a scriptwriter
• Just a UGC manager
• Just a designer
• Just an idea generator

This role is about strategic thinking + performance execution.

Ideal Candidate Mindset

• Obsessed with why people buy
• Thinks in psychology, not aesthetics
• Can justify ideas with logic & data
• Comfortable working fast and testing at scale
• Curious, sharp, and accountable