Description
We are seeking a Senior Creative Strategist to independently lead creative and content strategy for a defined growth portfolio within Demand Generation. You will own initiatives from audience insight and strategic planning through development, launch, experimentation, and optimization across paid and unpaid experiences.
Responsibilities:
- Own creative and content strategy for an assigned growth portfolio, connecting business objectives, audience needs, product value propositions, and channel behavior across mid- and lower-funnel experiences.
- Lead initiatives from strategy through delivery and optimization.
- Build audience-specific and audience-agnostic messaging frameworks and hierarchies that establish what we need to communicate and how it should flex across paid and unpaid channels, funnel stages, formats, and corresponding landing pages.
- Identify unmet audience needs and opportunities for creative, content, and experience experimentation.
- Co-develop quarterly tactical plans with the Creative & Optimization Strategy Lead and channel partners.
- Own the testing roadmap for your portfolio, defining hypotheses, isolated variables, success measures, resource needs, and tradeoffs.
- Lead net-new creative and content development from insight and concept through launch.
- Write strategic briefs, develop messaging and content, provide actionable feedback, and coordinate creative, agency, and technical partners.
- Use self-serve tools to produce and iterate directly when appropriate.
- Own performance reviews for your initiatives with channel and analytics partners.
- Use quantitative and qualitative evidence to understand what performed and why, distinguish creative signals from media delivery and audience effects, and recommend the next action.
- Synthesize learnings across experiments and channels, identifying patterns beyond individual test results and using them to inform future messaging, creative, audience, and channel strategies.
- Scale winning messages and concepts across paid social, display, native, online video, streaming/CTV, mobile, digital out-of-home, direct mail, and emerging channels.
- Extend relevant learnings into unpaid content, website experiences, and other seller touchpoints.
- Identify, prioritize, and execute landing page experiments to improve conversion, translating audience insights and creative learnings into tests of messaging, content, and page experiences.
- Make updates directly through self-serve tools or work with cross-functional partners to launch tests, evaluate results, and iterate.
- Develop and improve self-serve, AI-enabled frameworks, templates, tools, and workflows that increase creative and content quality, testing speed, and scale.
- Apply AI across research, ideation, briefing, development, experimentation, and analysis, evaluating output for accuracy, brand alignment, and usefulness.
- Connect creative and content decisions to business outcomes.
- Prioritize opportunities and resources based on likely impact, effort, and evidence, and communicate recommendations, progress, and results clearly to stakeholders and leadership.
- Bring structure to ambiguous, complex initiatives: define the problem, develop a point of view, align stakeholders, resolve dependencies, and drive delivery independently.
- Build trusted partnerships across channel marketing, creative, agencies, analytics, CRO, Web, SEO, and other teams.
Requirements:
- 6+ years of relevant experience across creative strategy, performance marketing, growth marketing, integrated marketing, content strategy, advertising, or a related discipline, with demonstrated ownership of complex programs and measurable business outcomes.
- A marketer's mindset with strong creative judgment and business acumen.
- Advanced fluency with AI-powered tools and workflows, with a demonstrated ability to use AI as an integral part of creative strategy.
- Strong analytical and experimentation skills, with experience forming hypotheses, designing or evaluating creative tests, interpreting performance data, and translating results into clear recommendations for what to test next.
- Experience developing messaging strategies, value propositions, creative territories, or messaging hierarchies and translating them across audiences, funnel stages, channels, and formats.
- Experience independently leading complex creative or content initiatives from audience insight and strategic planning through launch and iteration, including writing clear briefs, developing messaging, and guiding creative and production partners.
- A strong understanding of performance marketing and the relationship between creative, media, content, and the post-click experience.
- The ability to synthesize learnings across multiple experiments and channels, identify meaningful patterns, and develop a clear point of view on where the greatest opportunities lie.
- Strong cross-functional influence, prioritization, and communication skills.