Performance Creative Strategist, Paid Social (DTC)

About the role

Homestead Studio is a performance-driven digital growth agency built for direct-to-consumer brands. We write, build, and iterate ad creative for Meta, TikTok, and other paid social platforms — and we use real performance data to decide what gets made next.

That means you won't be concepting in a vacuum. You'll be reviewing hook rates, thumbstop data, CTR, and ROAS every week, identifying what's working, and writing the next round of scripts and briefs based on what the numbers tell you. We never settle for "good enough" — we react in real-time to make creative decisions and leverage how audiences respond to our work to make it even better.

This role is not brand strategy. It's not social media management. It's not content calendaring. It's writing direct response ad creative for DTC brands, grounded in performance data, with the goal of acquiring new customers profitably at scale.

The ideal candidate doesn't just understand the DTC paid social ecosystem; they've been in the weeds. You know why a hook converts, how to structure a direct response script, and what it looks like when creative fatigue is dragging an account. You're curious, data-literate, and energized by the feedback loop between creative and performance.

Responsibilities

• Own creative strategy for a portfolio of DTC clients — master their brand voice, product positioning, customer psychology, and competitive landscape so every brief you write is informed and specific
• Write direct response ad scripts, briefs, shot lists, and copy for UGC-style video, static, and hybrid ad formats optimized for Meta and TikTok acquisition campaigns
• Analyze ad performance data weekly — review hook rates, hold rates, thumbstop, CTR, CVR, CPA, and ROAS to identify creative winners, diagnose underperformers, and build iteration roadmaps
• Develop and present creative testing frameworks — outline testing variables, write hypotheses, and execute creative based on data-backed insights
• Identify content gaps and whitespace opportunities by conducting social listening, competitor audits, and trend analysis across platforms
• Collaborate with designers and editors, reviewing ad quality and ensuring every deliverable meets creative and performance standards before it goes live
• Manage client approvals and feedback loops, incorporating notes into final deliverables while keeping projects on track
• Leverage AI tools (we use Claude) to accelerate research, scripting, and creative iteration — you're expected to work with AI as a daily tool in your workflow, not treat it as a novelty
• Report on creative performance, emerging trends, and strategic recommendations to account managers on a weekly cadence

Qualifications

• 2+ years of hands-on experience writing direct response ad creative (scripts, briefs, ad copy) specifically for DTC brands running paid social acquisition campaigns
• Demonstrated ability to analyze ad creative performance data (hook rate, thumbstop, CTR, ROAS, CPA) and translate findings into new creative strategies and iterations
• Deep working knowledge of Meta Ads (Facebook & Instagram) — how creative performs in-platform, how the algorithm rewards engagement, and what formats/placements drive results
• Strong understanding of direct response copywriting principles: hooks, offers, CTAs, urgency, social proof, and storytelling frameworks that convert
• Experience writing UGC-style scripts and briefs, including talent direction and shot-by-shot breakdowns
• Familiarity with TikTok ad creative and trends
• Hands-on experience using AI tools (Claude, ChatGPT, or similar) to support creative workflows — research, brainstorming, scriptwriting, competitive analysis, or performance interpretation

Additional Information

This is a fully remote role. Candidates must be able to work standard business hours (9:00am–5:00pm) in ET, CT, MT, or PT time zones.

Homestead Studio is an affirmative action and equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, disability, age, sexual orientation, gender identity, national origin, veteran status, or genetic information. Homestead is committed to providing access, equal opportunity, and reasonable accommodation for individuals with disabilities in employment, its services, programs, and activities.

Note on Application Responses

We strongly encourage applicants to answer questions in their own words. While tools like ChatGPT can be helpful for organizing or polishing your thoughts, it is very easy to recognize when responses are copied and pasted without personalization. Candidates who use AI in that way are typically less successful in our process. Please treat your responses as an opportunity to show us how you think and communicate.

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