Creative Performance Lead

THE MANDATE

Peggy is building a category-defining AI assistant for parents. Our growth engine will be Meta (IG/FB) video ads, driven by high-velocity creative iteration.
Your job is not “run ads.”

Your job is to build a repeatable creative-performance system that turns raw video into profitable user acquisition - without breaking trust.

If you optimize vanity metrics, over-promise emotionally, or need a big team to function, this role is not for you.
WHAT YOU OWN (END-TO-END)
1. Meta Video Growth Engine (Primary)

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Design and operate a video-first creative system for IG/FB

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Turn raw UGC, screen recordings, and B-roll into:

- 10–30 hook variations per concept

- Multiple pacing and framing cuts

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Emotionally distinct angles (stress → relief, chaos → calm, guilt → competence)

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Separate idea testing from execution quality

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Optimize for thumb-stop, retention, and conversion - not production value

2. Media Buying & Spend Discipline

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Own Meta campaign structure, budgets, and kill criteria

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Treat creative as the primary optimization lever

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Operate confidently in a post-iOS14 / SKAN-imperfect world

- Kill spend fast when signals are wrong

- Scale only what proves itself

3. Signal Extraction & Learning Loops

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Translate ad performance into:

- Messaging insights

- Product feedback

- Landing page learnings

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Maintain a clean testing log (what worked, what failed, why)

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Share clear, opinionated recommendations with the founder weekly

4. Secondary Channels (Support, not focus)

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Apple Search Ads (defensive + intent capture)

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Static ads only if performance justifies them

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No channel sprawl without explicit approval

WHAT YOU DO NOT OWN

- Brand marketing fluff

- Influencer management

- TikTok organic strategy

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PR, partnerships, or “full-funnel storytelling”

- Big-team coordination

This is a hands-on operator role .
REQUIRED EXPERIENCE
You must have:

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Personally run Meta paid social for subscription or freemium apps

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Built or operated a UGC-heavy video ad system

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Worked with low-signal attribution environments

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Made real budget tradeoffs (and lived with the consequences)

Bonus (not required):

- Former app founder

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Experience in utilities, wellness, parenting, productivity, or consumer SaaS

Originally posted on Himalayas