Performance Creative Lead

About the role

We're looking for a Performance Creative Lead who believes creative is one of the biggest drivers of business growth. This role isn't about producing the most beautiful graphics—it's about creating campaigns that increase clicks, conversions, and revenue. You'll own the creative strategy for our direct-to-consumer brand, ensuring the right creative reaches the right customer at every stage of the buying journey. You'll work closely with leadership to understand business priorities, develop campaign concepts, and direct our internal and external creative resources to bring those ideas to life. You'll collaborate with our graphic designer, video production partners, photographers, and freelancers, but your primary responsibility is determining what should be created and why, not necessarily creating every asset yourself.

Responsibilities

• Own the company's creative roadmap and campaign calendar.
• Develop creative strategies that support new product launches, seasonal promotions, advertising campaigns, Amazon growth, website optimization, email marketing, and brand initiatives.
• Translate business objectives into complete creative campaigns.
• Ensure every campaign includes the right assets for every stage of the customer journey.
• Analyze campaign performance to identify winning creative and opportunities for improvement.
• Use customer behavior, advertising data, and testing results to guide creative decisions.
• Develop hypotheses for new messaging, hooks, offers, visuals, and formats.
• Build and manage a continuous creative testing roadmap.
• Measure success through business outcomes, including CTR, conversion rate, ROAS, CPA, and revenue.
• Research and analyze reviews to understand buying motivations.
• Monitor competitors, market trends, and emerging creative formats.
• Identify customer objections and translate them into compelling messaging.
• Uncover new angles, stories, and positioning opportunities continuously.
• Write creative briefs that clearly communicate campaign objectives and customer insights.
• Direct internal and external creative partners, including graphic designers, video production partners, photographers, and freelancers.
• Review creative work and provide feedback before launch.
• Ensure campaigns remain cohesive across Amazon, Shopify, Meta, email, and other channels.
• Maintain a consistent brand voice while continuously improving how customers perceive Parcil Safety.
• Balance long-term brand building with short-term performance marketing.
• Identify opportunities to improve the customer experience through better creative.

Requirements

• 5+ years in creative strategy, performance marketing, brand strategy, growth marketing, or direct-to-consumer eCommerce.
• Deep understanding of customer psychology and buying behavior.
• Strong copywriting and messaging skills.
• Experience developing creative campaigns that drive measurable business results.
• Comfortable analyzing marketing data and translating insights into creative decisions.
• Experience creating creative briefs and managing creative projects.
• Able to balance strategic thinking with hands-on execution.
• Experience working with designers, videographers, photographers, and freelancers.
• Strong organizational and project management skills.

Qualifications

• Nice to have: Amazon creative experience (A+, Brand Store, listing optimization, Sponsored Brands), Shopify experience, Meta advertising experience, AI tools for creative development, experience with consumer products or direct-to-consumer brands.