UGC Video Creative Strategist

Requirements

What You'll Do

UGC Creative Strategy & Concepting

Own the UGC video creative strategy across the brand's paid social channels, with a primary focus on Meta and other performance-driven platforms.

• Research competitors, emerging DTC brands, winning ads, consumer trends, and social media content to identify new creative opportunities.
• Identify high-potential customer avatars, pain points, desires, objections, benefits, mechanisms, and purchasing triggers.
• Develop fresh creative angles and concepts based on customer psychology, product positioning, market trends, and performance data.
• Continuously build a pipeline of new UGC concepts designed for testing and scaling.

UGC Scripting & Direct-Response Copy

• Write high-converting UGC video scripts from concept through final execution.
• Develop scroll-stopping hooks that capture attention within the first few seconds.
• Create strong opening patterns, storylines, transitions, CTAs, and retention mechanisms designed specifically for short-form video.
• Write scripts for different UGC formats, including:
• Talking-head / "yapper" videos
• Customer testimonials
• Problem/solution videos
• Product demonstrations
• Before & after concepts
• Founder-style videos
• Expert/authority-style UGC
• Testimonial-driven ads
• Objection-handling creatives
• Storytelling and transformation-based ads
• Adapt winning hooks, angles, and scripts into multiple variations to increase testing volume and creative output.
• Understand how to balance native-looking UGC with direct-response principles without making the content feel like a traditional advertisement.

Creative Production & Direction

• Own the creative process from concept → script → creator brief → production → editing → final ad.
• Develop clear and actionable briefs for UGC creators, ensuring they understand the hook, messaging, delivery, emotion, visual direction, and CTA.
• Source, evaluate, and collaborate with UGC creators when required.
• Direct creators to achieve the desired delivery, authenticity, pacing, and performance-oriented execution.
• Work closely with video editors to ensure every creative is edited for maximum hook rate, watch time, retention, and conversion potential.
• Review creative outputs rigorously and provide precise feedback until they meet the required standard.
• Maintain a high creative velocity and ensure concepts move quickly from ideation to testing.

Performance & Creative Optimization

• Analyze creative performance and identify why specific ads win or fail.
• Use metrics such as hook rate, thumb-stop rate, hold rate, watch time, CTR, CVR, CPA, ROAS, and other relevant KPIs to guide creative decisions.
• Break down winning ads into their underlying components — hook, angle, avatar, script, offer, visual pattern, pacing, CTA, and emotional trigger.
• Create iterations and variations of winning creatives rather than simply producing completely new concepts.
• Continuously test new hooks, scripts, angles, creators, formats, and executions.
• Work closely with the paid media team to understand performance and translate data into the next round of creative testing.

Competitive & Market Research

• Conduct ongoing research across Meta, TikTok, Instagram, YouTube, Amazon, competitor websites, Reddit, and other relevant channels to identify emerging creative trends and consumer insights.
• Study high-performing DTC brands both inside and outside the beauty/skincare space.
• Identify patterns in winning UGC ads and translate those insights into original concepts for the brand.
• Stay ahead of evolving UGC formats, creator styles, cultural trends, and direct-response advertising techniques.

What You'll Bring

• Proven experience as a UGC Creative Strategist, UGC Video Strategist, Creative Producer, or similar performance-focused role within the DTC/e-commerce space.
• A verifiable track record of creating or scaling profitable UGC video ads, with actual performance results you can walk us through.
• A portfolio containing real UGC/performance video ads, not primarily static designs, organic social content, or branding work.
• Deep understanding of direct-response advertising and performance creative.
• Exceptional UGC scriptwriting and direct-response copywriting skills.
• Strong understanding of hooks, angles, avatars, pain points, objections, storytelling, retention, and CTAs.
• Experience creating creative specifically for paid acquisition, rather than solely organic social media.
• Strong understanding of DTC funnels, offers, landing pages, and the relationship between the ad and the post-click experience.
• Experience working with Meta Ads and performance marketing teams, with visibility into creative performance.
• Ability to interpret performance data and turn insights into concrete creative iterations.
• Experience working with UGC creators, editors, and/or creative production teams.
• Excellent written and spoken English, with native-level understanding of Western communication, culture, humor, social media behavior, and consumer language.
• Strong understanding of the U.S. consumer and what makes an ad feel authentic rather than overly scripted or "advertisy."
• High creative judgment and the ability to quickly recognize strong versus weak creative.

What We're Looking For in Your Portfolio

Your portfolio should demonstrate:

• UGC video ads created for DTC/e-commerce brands
• Examples of direct-response video scripting
• Different hooks and creative angles
• Multiple iterations of winning concepts
• Evidence of performance and results where possible
• Your specific contribution to the creative process
• Examples of ads that were scaled or generated measurable business results

Non-Negotiables

• You must have real DTC/e-commerce performance creative experience.
• You must have strong UGC video scripting experience.
• You must be able to show real UGC video ads you've worked on.
• You must understand direct-response advertising and creative performance metrics.
• You must have experience creating ads designed to acquire customers, not simply generate engagement.
• You must be able to demonstrate measurable results or clearly explain the performance impact of your work.
• Zero tolerance for sluggishness. You must be obsessive, proactive, and relentlessly follow up.
• You don't wait for instructions; you identify opportunities, bring new concepts to the table, and push creative forward.
• You are highly analytical but equally creative: you know how to use data to make better creative decisions.
• You are comfortable operating in a fast-paced environment where creative volume, testing speed, and iteration matter.
• You are growth-oriented and here to win, not simply to perform a standard employee function.

Benefits

• Highly competitive compensation package.
• Uncapped performance bonus tied to a percentage of ad spend when targets are met.
• Flexible working hours to accommodate your schedule and maximize productivity.
• Fully remote setup, allowing you to work from anywhere in the world.
• Opportunity to work directly on high-growth DTC brands with significant creative testing and scaling opportunities.

All candidates must demonstrate a strong understanding of Western culture, U.S. consumer behavior, and communication.

Please include a portfolio of relevant UGC/performance video ads and, where possible, the results generated by the creatives you worked on.