Creative Strategy & Advertising Content Lead

About the Role

We are a 23-year-old printing and manufacturing company seeking a highly skilled, hands-on Social Media, Creative & Performance Marketing Lead. This is not a basic social-media posting job. We need someone at a strategic level who can determine what to advertise, who should see it, what the ad should look like, and how to optimize campaigns for sales and revenue.

Our ultimate objective is attention → interest → leads → customers → repeat customers → revenue.

Responsibilities

• Develop and execute digital campaigns across social media, paid social, video, email, and SMS.
• Own the overall marketing strategy for platforms including Facebook, Instagram, TikTok, YouTube, YouTube Shorts, Pinterest, and LinkedIn.
• Determine what to post, where to post it, and how to adapt content for each platform, including decisions on organic vs. paid promotion.
• Create or direct the production of high-performance creative assets, including:
  • Static ads, carousel ads, promotional graphics, and product ads.
  • Reels, TikToks, YouTube Shorts, demonstration videos, before/after videos, customer showcase videos, and UGC-style advertisements.
  • Testimonials, product explainers, promotional videos, comparison ads, and problem/solution ads.
• Understand and apply principles of hooks, headlines, offers, calls to action, visual hierarchy, storytelling, pacing, captions, sound/music selection, and direct-response copywriting.
• Shoot, edit, or professionally direct short-form video content, including:
  • Shirts: how dye sublimation works, design-to-finished-shirt transformations, team uniforms, business shirts, event apparel, and customer designs.
  • Yard signs: political/event signage, real-estate signs, contractor signs, graduation signs, and installation/use examples.
• Repurpose content efficiently (e.g., turn one filming session into multiple videos, clips, Reels/Shorts/TikToks, still images, and email content).
• Manage Meta advertising, including:
  • Meta Business Manager, Meta Ads Manager, Facebook Ads, Instagram Ads, Meta Pixel, and Meta Events Manager.
  • Custom audiences, website audiences, customer-list audiences, lookalike audiences, retargeting, and catalog/product advertising.
• Develop and segment audiences, including website visitors, product viewers, social engagers, video viewers, add-to-cart visitors, checkout abandoners, and existing/repeat customers.
• Implement sophisticated retargeting strategies, such as:
  • Showing shirt testimonials to viewers who didn’t buy, followed by production-quality videos and offers.
  • Cart recovery for abandoned checkouts and cross-sell campaigns for past purchasers.
• Build a disciplined creative testing system to evaluate hooks, headlines, images, videos, offers, and calls to action. Document winning variables and iterate on them.
• Evaluate and manage advertising on additional platforms (e.g., TikTok Ads, Pinterest Ads, YouTube video advertising, LinkedIn Ads) based on business opportunity.
• Own the strategic content calendar, including products, promotions, seasonal campaigns, customer work, educational content, behind-the-scenes content, testimonials, and new-product launches.
• Develop revenue-generating lifecycle email and SMS campaigns, such as:
  • Welcome series, cart abandonment, browse abandonment, post-purchase, cross-sell, upsell, reorder reminders, win-back, and seasonal promotions.
• Use marketing automation tools (e.g., Zapier, CRM automation, ManyChat) to build systems like: Ad → Landing Page → Lead → CRM → Follow-Up → Sale → Reorder Campaign.
• Develop influencer and user-generated-content (UGC) programs, including finding creators, negotiating deliverables, tracking content, and measuring sales influence.
• Monitor social listening for customer questions, reviews, competitor content, trends, and recurring customer problems to extract marketing intelligence.
• Collaborate with the website/SEO team to optimize landing pages for campaigns, ensuring alignment in headlines, offers, message match, and conversion elements.
• Track and analyze KPIs, including:
  • Business metrics: revenue, ROAS, cost per purchase, CPA, conversion rate, average order value, email revenue, repeat purchase rate, and cart recovery.
  • Supporting metrics: CTR, CPC, CPM, video watch rate, engagement, and audience growth.
• Use creative tools such as Adobe Photoshop, Illustrator, Premiere Pro, After Effects, Canva, CapCut, and AI tools for image/video/voice generation.
• Leverage marketing tools, including:
  • Paid social: Meta Ads Manager, TikTok Ads, Pinterest Ads, YouTube advertising.
  • Social management: Meta Business Suite, Agorapulse, Hootsuite, Buffer, Sprout Social.
  • Email/SMS: Klaviyo, Mailchimp, Omnisend, GetResponse.
  • Analytics: GA4, Meta Events Manager, UTMs, CallRail, Looker Studio.
  • CRM/Automation: HubSpot, Keap, Zendesk, Zapier, ManyChat.
• Direct virtual assistants (VAs) to handle repetitive tasks (e.g., uploading scheduled posts, responding to routine comments) while you focus on strategy, campaigns, creative, and performance analysis.

Requirements

• 4+ years of digital/performance marketing experience.
• Strong hands-on experience with Meta Ads and Meta Business Manager.
• Proven creative instincts and experience with short-form video.
• Track record in ecommerce or product marketing, paid social, retargeting, email/SMS, and analytics.
• Ability to generate leads or sales, not just vanity metrics like followers or likes.
• Experience with printing, apparel, signage, ecommerce, manufacturing, custom products, or promotional products is a major plus.
• Comfort with tools like Adobe Creative Suite, Canva, CapCut, and AI creative tools.
• Experience with marketing platforms such as Klaviyo, Mailchimp, GA4, HubSpot, and Zapier.

What We Don’t Want

• Experience limited to posting inspirational quotes, scheduling Facebook posts, or responding to comments.
• Focus on growing vanity followers or creating generic Canva graphics.
• Ability to "boost posts" without deeper campaign strategy or business impact.
• Experience creating reports without interpreting data for actionable insights.

Application Instructions

To apply, send the following:

• A resume in PDF format.
• Links to 2–3 social accounts you personally helped grow, with an explanation of your specific contributions.
• A creative portfolio with examples of:
  • Static ads, video ads, Reels/TikToks/Shorts, and promotional campaigns.
  • Ecommerce creative and paid-media proof (e.g., ad spend, revenue, ROAS, CPA, conversion improvements).

  Include explanations of your role—screenshots alone are insufficient.

• Answers to the following scenarios to demonstrate your strategic thinking:
  1. We want to sell custom dye-sublimated shirts to schools, sports teams, businesses, events, and organizations. Provide:
     • Three different advertising concepts.
     • The audience for each.
     • The creative/video concept.
     • The opening hook.
     • The offer.
     • The call to action.
     • How you would retarget someone who clicked but didn’t buy.
  2. Create a basic 30-day strategy for selling more yard signs.

Generic applications will not be considered. We are evaluating how you think and your ability to turn products into complete digital customer-acquisition campaigns.