Creative Strategist – Auto Insurance (Performance Marketing)

Role Overview

We’re hiring a Creative Strategist to drive high-converting ad creatives for auto insurance lead generation. This is a performance-focused role, not branding.

This is not a design role. You will not be pushing pixels. You are the architect of what gets made and why — writing creative briefs, analyzing winning ad patterns, managing a roster of UGC creators, and ensuring the team produces 100–150 ad variations per week across static, video

You’ll work closely with media buyers to create, test, and scale creatives that reduce CPA and increase CTR.

ResponsibilitiesCreative Strategy

• Develop high-converting ad angles (curiosity, pain points, reverse psychology)
• Research competitors (Facebook Ad Library)
• Develop and maintain a library of proven ad angles (price/savings, speed/ease, fear/risk, switch & save, life events, social proof) tailored to auto insurance audiences.
• Write weekly creative briefs with specific hooks, scripts, visual direction, and CTA variations for designers, video editors, and UGC creators.
• Identify and reverse-engineer competitor ads and winning patterns across META, TikTok, and YouTube using tools like Foreplay, Meta Ad Library, and AdSpy.
• Build and manage a “creative tree” system where every winning concept is rapidly iterated into 20–30 variations across hooks, visuals, formats, and audience segments.

Creative Production

• Write hooks, ad copy, and UGC scripts (15–45 sec)
• Brief designers/editors with clear direction

UGC & Video Ads

• Create TikTok-style & native social creatives
• Build scroll-stopping concepts (e.g., avoid spam calls, save on premiums)
• Source, vet, and manage a roster of 3–5 UGC creators across demographics (young drivers, parents, retirees, military) via Billo, Insense, and direct outreach.
• Write and templatize UGC scripts: hook (3s) → problem (5s) → solution (5s) → CTA (5s). Ensure every script aligns to a tested creative pillar.
• Own the weekly UGC workflow: briefs sent Monday → raw footage by Thursday → edited cuts launched Monday.
• Oversee video editing direction: multiple cuts per raw video (different hooks, lengths, caption styles, thumbnails).

Performance Optimization

• Track CTR, CPC, CPA
• Identify winners & iterate quickly
• Oversee video editing direction: multiple cuts per raw video (different hooks, lengths, caption styles, thumbnails).
• Maintain a creative scorecard/tracker logging every ad launched: concept, angle, hook type, format, CPA, CTR, hook rate, spend, and performance tier.
• Run the Friday retrospective with media buyers: what won this week, what angles are fatiguing, what to test next week.
• Translate data into actionable creative decisions — e.g., “question-style hooks outperform statement hooks by 30% in video, shift all new scripts to question openers.”

Operations

• Maintain naming system (Campaign_Angle_Hook_Version)
• Manage approvals & compliance
• Serve as the single point of contact between the 4-person media buying team and the creative production team (1 designer, 1–2 video editors, UGC creators).
• Ensure weekly production volume targets are met
• Manage creative asset organization: naming conventions, tagging (angle, format, hook type, performance tier), and archiving in shared libraries.
• Participate in Monday strategy standups and Wednesday mid-week creative reviews with media buyers.

Scaling

• Turn winning ads into multiple variations
• Support scaling from $1K → $10K/day

Requirements

Must Have:

• 2+ years in a creative strategy, performance creative, or paid social role at a direct-response advertiser, agency, or lead-gen company.
• Hands-on experience with META Ads at $5K+/day spend levels. You understand how the algorithm rewards creative volume and freshness.
• Proven track record of writing ad concepts/briefs that generated measurable results (lower CPA, higher CTR, successful scaling).
• Experience managing UGC creators or freelance content producers — you know how to write a brief that gets usable footage back.
• Strong analytical skills: you can read a META Ads dashboard, pull creative-level performance data, and turn it into strategic decisions.
• Deep understanding of direct-response copywriting principles: hooks, pattern interrupts, objection handling, urgency, specificity.
• Proficiency with competitive research tools (Meta Ad Library, Foreplay, AdSpy, or similar).

Bonus:

• Auto insurance / finance experience
• UGC + AI creative tools
• Experience in insurance, fintech, or high-CPA lead generation verticals.
• Familiarity with video editing workflows (CapCut, Premiere, After Effects) — you don’t need to edit, but understanding the process makes you a better strategist.
• Experience with creative testing frameworks (structured A/B testing, multivariate creative testing).
• Background in copywriting, journalism, or content marketing.

KPIs

• CTR improvement
• Creative Volume
• Winner Rate
• Creative Freshness
• UGC Pipeline

Pay: $15.00 - $25.00 per hour

Application Question(s):

• If your goal is to generate auto insurance leads without spam calls, what 3 ad angles would you test first? Briefly explain each.
• How many ad creatives (images/videos) can you realistically produce or manage per week, and what is your process for testing and iterating them?

Experience:

• Meta Ads: 1 year (Preferred)
• Creative Strategist: 2 years (Preferred)

Work Location: In person