meta ads creative strategy

Type: Full-time contractor, remote Compensation: $3,000/month retainer, negotiable based on experience and proof of results Channel: Meta (Facebook/Instagram) only Reports to: Founder

We operate two fast-moving DTC consumer wellness brands:

• Sakoon Nutrition — a halal-certified supplement brand (gummies, capsules, functional wellness) with 90,000 lifetime customers, a #1 organically ranked hero SKU on Amazon, and a strong Shopify DTC presence. Core customer: women 45–64.
• Kulfé Nutrition — an early-stage, South Asian dessert-inspired whey protein brand (Falooda, Mango Malai) built DTC-first on Shopify.

Meta is our primary paid growth channel. We run a structured weekly creative testing system powered by creative analytics data (Motion). You'd be stepping into an existing operating system — not building from scratch — and owning it.

You own creative strategy for Meta across both brands: what we test, why we test it, what gets scripted and produced next, and — every single week — a clear explanation of what's working, what isn't, and why.

Angle & concept development

• Develop new ad angles based on two inputs: our performance data and active competitor research (what competing supplement/protein brands are running, what's scaling in their ad libraries)
• Identify demographic and messaging gaps (e.g., under-served age segments, untested hooks on proven audiences)

Scripting & briefing

• Write full UGC scripts creators can shoot from directly — hooks, talking points, shot direction, CTA. Not vague briefs; shootable scripts.
• Write clear editing briefs for video editors: hook structure, pacing, text overlays, cut points, variant instructions — so editors produce engaging ads without back-and-forth

Performance tracking & analysis

• Track creative performance continuously in Motion and Meta Ads Manager
• Diagnose every test: why the winners won, why the losers lost — at the level of hook, angle, format, and audience, not just "it had better ROAS"
• Kill fatigued high-spend creatives before they burn budget

Weekly reporting (non-negotiable)

• Deliver a weekly report covering: what ran, hook rate, hold rate, CTR, CPA, ROAS by creative; which conversion angles are working vs. dying and WHY; and exactly what we test next week and the reasoning behind it

• 2 years as a creative strategist (or equivalent) for DTC e-commerce brands running meaningful Meta ad spend
• Proof of work with reputable brands — real ads you strategized/scripted, the brands they ran for, and results (CPA, ROAS, spend scaled). Vague "I helped with creative" doesn't qualify.
• Deep fluency in Meta creative KPIs: hook rate, hold rate, thumbstop, CTR, CPA, ROAS — and the ability to explain what each is telling you about a specific creative
• Proven ability to diagnose why an ad works or fails and articulate it clearly in writing
• Strong scriptwriting: you write shootable UGC scripts and editor-ready briefs yourself
• Experience running competitor ad research (Meta Ad Library, Motion/Foreplay swipe files) and turning it into testable angles
• Comfortable in health/wellness or supplements, including compliance awareness (health claims, Meta ad policy)
• Self-directed, async-friendly; owns a weekly cadence without reminders

• Hands-on experience with Motion (or Foreplay/similar creative analytics tools)
• Supplement/functional food category experience specifically
• Experience marketing to multicultural audiences (South Asian, Middle Eastern, Muslim consumers)

• Weekly testing cadence running on schedule for both brands with no gaps
• Weekly reports that clearly explain performance in terms of hook rate, hold rate, and conversion angle — with a "why" for every winner and loser
• At least 2 net-new winning concepts identified and scaled per brand
• Fatigued high-spend creatives identified and cut before they burn budget
• UGC scripts and editor briefs that get produced without back-and-forth

Send the following (applications without all three will not be reviewed):

1. Portfolio of proof: 3–5 Meta ads you strategized or scripted, the brand each ran for, and real performance numbers (hook rate, CPA, ROAS, spend)
2. A short Loom (under 5 min): pick one ad from your portfolio and break down its hook rate/hold rate performance and why it worked
3. One-paragraph note: your experience with supplements/wellness and your salary expectations

• Compensation is negotiable for candidates who demonstrate exceptional results.