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)

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

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

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

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

Originally posted on Himalayas