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)

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

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

  • 10–30 hook variations per concept

  • Multiple pacing and framing cuts

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

• Separate idea testing from execution quality

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

2. Media Buying & Spend Discipline

• Own Meta campaign structure, budgets, and kill criteria

• Treat creative as the primary optimization lever

• 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

• Translate ad performance into:

  • Messaging insights

  • Product feedback

  • Landing page learnings

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

• Share clear, opinionated recommendations with the founder weekly

4. Secondary Channels (Support, not focus)

• Apple Search Ads (defensive + intent capture)

• Static ads only if performance justifies them

• No channel sprawl without explicit approval

WHAT YOU DO NOT OWN

• Brand marketing fluff

• Influencer management

• TikTok organic strategy

• PR, partnerships, or “full-funnel storytelling”

• Big-team coordination

This is a hands-on operator role.

REQUIRED EXPERIENCE

You must have:

• Personally run Meta paid social for subscription or freemium apps

• Built or operated a UGC-heavy video ad system

• Worked with low-signal attribution environments

• Made real budget tradeoffs (and lived with the consequences)

Bonus (not required):

• Former app founder

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

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