Director of Performance Creative

About the Role

This position involves leading creative strategy across all advertising channels, with a primary focus on paid creative efforts on platforms like Meta, TikTok Ads, TikTok Shop, and other paid media. You'll have direct oversight of a creative strategist team and video editors, collaborating closely with internal teams to source and review content that fulfills your vision and drives measurable outcomes. Reporting will be directly to the EVP of Marketing.

Key Responsibilities

• Develop and execute the creative roadmap for paid social advertising, including creation of concepts, hooks, scripts, and briefs across multiple media formats such as static images, videos, and user-generated content (UGC).
• Implement a structured testing program to generate hypotheses, rapidly produce creative variants, analyze performance data, and scale up high-performing content.
• Manage the pipeline for UGC and content creator initiatives by sourcing, briefing, and guiding creators and affiliates to produce effective brand content.
• Contribute to the content strategy for organic social channels and TikTok Shop, determining posting schedules, amplification tactics, and integration with paid advertising efforts.
• Maintain comprehensive creative performance reporting to identify successful strategies, fatigue signals, and areas for new content development.

About Nello

• Nello is a rapidly growing emotional wellness brand producing functional superpowders and beverages designed to enhance personal wellbeing.
• The company emphasizes effective, flavor-forward products with transparent ingredients and clinically supported dosages for reliable results.
• Distribution includes TikTok Shop, Amazon, and major retailers such as Target, Walmart, Costco, and Kroger nationwide.
• The team is lean and agile, leveraging modern tools and data-driven approaches, with core values including bold innovation, ownership mentality, mission focus, and meaningful communication.

Candidate Requirements

• Minimum of 5 years experience in creative strategy, growth-focused creative roles, or content marketing, with at least 2 years in direct-to-consumer (DTC) sectors—preferably food, beverage, or wellness.
• Demonstrable history of developing ad creatives that have scaled successfully, supported by performance results.
• Proficient in key paid social metrics such as thumbstop rate, watch time, click-through rate (CTR), cost per acquisition (CPA), and return on ad spend (ROAS), making data-driven decisions above subjective preferences.
• Experience managing UGC creators, influencer partnerships, or affiliate content programs from start to finish.
• Strong writing skills and ability to create clear, effective briefs directing editors, designers, and creators toward focused objectives.
• Intuitive understanding of TikTok and Instagram dynamics, anticipating why content resonates prior to audience feedback.
• Resourceful and hands-on approach, willing to personally execute tasks quickly when necessary rather than relying solely on delegation.
• Familiarity with creative analytics platforms such as Motion, as well as TikTok Shop's affiliate ecosystem.
• Proven project management experience, ideally using ClickUp or similar platforms, with preference for ClickUp-specific knowledge.
• Experience utilizing AI creative tools including image and video generation, AI voiceovers, and avatar video technologies.

Compensation & Benefits

• Competitive salary aligned with company size, stage, and market standards.
• Additional compensation includes performance bonuses and equity opportunities.
• Comprehensive benefits package offering medical, dental, vision coverage, and paid time off (PTO).
• Exclusive benefit of lifetime access to company products.