Performance Creative Manager (Franklin)

Performance Creative Strategy: Own performance creative strategy across paid media channels. Develop a continuous pipeline of concepts, hypotheses, iterations, and testing opportunities. Build weekly and monthly creative testing roadmaps aligned with acquisition and media goals. Develop concepts across video, static, UGC, creator content, testimonials, educational content, product storytelling, and direct-response formats. Identify new hooks, messages, angles, offers, formats, and storytelling approaches. Adapt creative strategy across prospecting, retargeting, funnel stages, customer segments, and platforms.

Paid Media & Creative Analysis: Partner closely with Paid Media leadership to understand performance and creative needs. Analyze creative performance across CPA/CAC, ROAS, CTR, CPC, CPM, CVR, Hook Rate, Hold Rate, engagement, frequency, and creative fatigue. Identify patterns across winning and underperforming creative. Determine why creative is performing—not simply whether it is performing. Translate performance data into actionable creative recommendations. Identify creative fatigue and proactively develop new concepts and iterations.

Creative Production: Own the creative production calendar and pipeline for paid media. Manage internal creative resources, agencies, creators, freelancers, and production partners. Turn strategy into clear, actionable creative briefs. Manage projects from concept through final delivery. Ensure creative is delivered on time and at the volume required by the media plan. Review creative and provide clear, performance-focused feedback. Identify production bottlenecks and build systems that improve speed, quality, and scalability.

Testing & Iteration: Develop a structured creative testing methodology. Establish clear hypotheses before production begins. Distinguish meaningful concept tests from minor creative variations. Quickly develop iterations from winning creative. Determine which elements of winning assets should be preserved, expanded, or tested. Partner with Paid Media to ensure tests receive sufficient investment to generate meaningful insights. Maintain a creative learning library documenting wins, losses, hypotheses, and insights.

Competitive & Market Intelligence: Monitor competitors, creators, social trends, advertising formats, and platform trends. Identify emerging creative patterns and opportunities. Translate relevant cultural and platform trends into ideas for our audience and brand. Maintain creative inspiration and competitive intelligence libraries. Continuously explore new formats, technologies, creators, and production approaches.

Agency & Partner Management: Manage relationships with creative agencies, creators, production partners, and freelancers. Establish clear expectations around briefs, timelines, deliverables, and quality. Hold partners accountable for performance, output, and deadlines. Evaluate external partners based on creative quality and business impact. Identify when additional resources are needed to increase production capacity.

What Success Looks Like: You will be successful when: Paid Media consistently has enough high-quality creative to test and scale. Creative production keeps pace with media investment. New concepts enter testing consistently. Winning creative is identified and iterated quickly. Creative fatigue is anticipated and addressed proactively. Creative decisions increasingly reflect data and accumulated learnings. Creative testing produces clear, actionable insights. Production deadlines are consistently met. Paid Media and Creative operate as one integrated performance engine. The organization develops a repeatable creative system that becomes smarter with every testing cycle. Qualifications5–8+ years of experience in performance creative, paid social, creative strategy, growth marketing, paid media, or related disciplines. Paid media experience required. Strong understanding of Meta advertising and performance marketing fundamentals. Demonstrated ability to use paid media data to inform creative strategy. Strong analytical skills and ability to identify patterns across creative performance data. Exceptional creative judgment and a strong eye for visual storytelling, messaging, hooks, and direct-response creative. Experience developing creative concepts and actionable creative briefs. Experience managing high-volume creative production. Experience working with designers, video editors, creators, UGC talent, agencies, and/or production partners. Strong project management skills and ability to manage multiple production timelines. Strong understanding of social platforms, creator content, and emerging creative formats. Excellent written and verbal communication skills. Ability to operate independently in a fast-paced, entrepreneurial environment.

Ideal Candidate: You're equally comfortable in a spreadsheet, ad account, creative review, and brainstorming session. You have the analytical rigor of a performance marketer and the creative instincts of a great storyteller. When performance changes, you dig into the data, identify what is happening, and quickly turn those insights into new creative concepts. You are strategic but highly execution-oriented. You move quickly, take ownership, solve problems independently, and hold yourself to a high standard. You're curious, resourceful, accountable, competitive, and constantly looking for a better answer. We're building a high-performance growth organization, and we're looking for someone who wants to help build the creative engine—not simply operate inside one that already exists. Interested in joining The Health Institute? Apply below to be considered for the Performance Creative Manager position. Apply Here: https://forms.gle/xvg65mMyJiDfh7G3AWe look forward to learning more about you and your experience!