Creative Performance Lead

THE MANDATE Peggy is building a category-defining AI assistant for parents. Our growth engine will be Meta (IG/FB) video ads, driven by high-velocity creative iteration. Your job is not “run ads.” Your job is to build a repeatable creative-performance system that turns raw video into profitable user acquisition - without breaking trust. If you optimize vanity metrics, over-promise emotionally, or need a big team to function, this role is not for you. WHAT YOU OWN (END-TO-END) 1. Meta Video Growth Engine (Primary) Design and operate a video-first creative system for IG/FB Turn raw UGC, screen recordings, and B-roll into: 10–30 hook variations per concept Multiple pacing and framing cuts Emotionally distinct angles (stress → relief, chaos → calm, guilt → competence) Separate idea testing from execution quality Optimize for thumb-stop, retention, and conversion - not production value 2. Media Buying & Spend Discipline Own Meta campaign structure, budgets, and kill criteria Treat creative as the primary optimization lever Operate confidently in a post-iOS14 / SKAN-imperfect world Kill spend fast when signals are wrong Scale only what proves itself 3. Signal Extraction & Learning Loops Translate ad performance into: Messaging insights Product feedback Landing page learnings Maintain a clean testing log (what worked, what failed, why) Share clear, opinionated recommendations with the founder weekly 4. Secondary Channels (Support, not focus) Apple Search Ads (defensive + int