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About the Role
The Performance Creative Lead will drive creative strategy for Rugiet’s longevity and new product portfolio, from launch through scale. This role involves turning customer insight, product positioning, and performance data into roadmaps, briefs, and tests to find winning messages and drive growth. It is a hands-on position requiring collaboration across growth, product marketing, creative, paid social, analytics, and compliance teams.
Responsibilities
- Maintain a rolling two-month creative roadmap for each live product, including audiences, angles, formats, and target ship dates.
- Coordinate creative readiness for new product launches and develop initial creative strategy for go-to-market plans.
- Partner with product marketing on messaging and value propositions.
- Set creative volume targets by product based on win rate, scale, and path to revenue run rate.
- Balance net-new concepts and iterations as products mature, and allocate brief volume across partners.
- Own creative briefing for the longevity and new product portfolio, including direction on formats, angles, and hooks.
- Translate product positioning and research into clear, actionable briefs.
- Write scripts for internal video ads and manage briefs for internal video and static production.
- Brief external creative partners, guide concept direction, and align them to the roadmap and volume targets.
- Own portfolio creative performance reporting, explaining trends and insights to direct future roadmaps.
- Establish product-level win rates appropriate to creative volume and spend.
- Partner with paid social and analytics to investigate product-specific trends and decide on creative expansion, iteration, or discontinuation.
- Define target audiences by product and conduct research on audiences, content trends, and competitors.
- Turn research and survey findings into creative tests.
- Partner with specialists to use AI tools for research speed and depth.
- Share upcoming creative strategy and performance insights with landing page and CRO teams.
- Recommend messaging, content, or persona tests and flag when a dedicated landing page is needed.
- Partner with clinical and compliance teams on product-specific claims and guardrails.
- Support sexual health creative strategy and briefing during critical periods.
- Share learnings across product lines.
Requirements
- 8+ years of experience in creative strategy, performance creative, direct-response marketing, or a closely related field.
- Experience leading strategy across teams or partners.
- A track record of developing and scaling creative that drives measurable acquisition or revenue outcomes.
- Deep paid social fluency, especially Meta, with experience across channels such as TikTok and YouTube.
- Understanding of how creative, media, and landing pages work together.
- Experience building high-volume testing programs.
- Experience managing competing priorities across products, creative teams, and external partners.
- Comfort using performance data to make decisions and translate results into creative.
- Experience directing UGC, creators, influencers, or expert-led content.
- Strong cross-functional leadership and communication skills.
- Ability to influence senior stakeholders and bring teams together without formal authority.
- A hands-on, curious approach.
- Comfort moving quickly in a changing DTC environment.
Skills
- Creative strategy
- Performance creative
- Direct-response marketing
- Paid social (Meta, TikTok, YouTube)
- Consumer psychology
- Copywriting
- Concepting
- Performance data analysis
- UGC direction
- Influencer marketing
- Cross-functional leadership
- Communication
- Stakeholder influence
- AI tools for research
Experience Level
- 8+ years of experience
About the Company
- Rugiet is a growing healthcare company.