Develops and scales direct-response advertising creative for Meta by researching customers, competitors, offers, and performance data. The strategist creates concepts, angles, hooks, scripts, copy, and execution-ready briefs; collaborates with editors and media buyers; evaluates why ads win or lose; and maintains a repeatable creative testing and learning system. The role emphasizes AI-assisted research and production, rapid iteration, and generating concepts that drive significant ad spend.
About Pearl West
Pearl West is a holding company building and scaling consumer brands in health, wellness, and pet. Our leadership came from Mars Men, Gruns, Ryze, and Goli.
The RoleYou will study customers, offers, competitors, performance data, and winning ads. You will turn those insights into angles, hooks, scripts, concepts, and clear briefs that our editors and media buyers can execute quickly.
This role is AI forward. We expect you to use AI across research, ideation, scripting, and production. AI forward does not mean AI slop. The taste, the insight, and the judgment are still yours. AI just makes you faster.
We're looking for a creative who can ideate, not just iterate or imitate.
What You Will Own- Build and maintain the creative testing roadmap for Meta
- Research customers, competitors, market trends, and winning ad formats
- Develop new concepts, angles, hooks, scripts, headlines, and primary copy
- Create clear briefs that editors can execute without unnecessary back-and-forth
- Review creative performance with media buyers and identify why ads win or lose
- Iterate quickly on winning concepts before performance declines
- Build repeatable systems for producing and learning from creative at scale
- Maintain a strong pipeline of new concepts so the account never runs out of tests
- You understand direct-response psychology and know how to turn customer pain points into compelling creative
- You understand awareness levels and write differently to each one
- You can separate a strong concept from a polished but ineffective ad
- You are comfortable using performance data to make creative decisions
- You are AI forward: AI is already part of how you research, ideate, and produce, and none of it reads like AI slop
- You communicate clearly with editors, media buyers, and leadership
- You move quickly, take ownership, and do not need constant direction
You have created ads that spent $100K+ in a single month, and you can show it.
KPIs You Will Be Accountable For- Number of high-quality new concepts launched each week
- Percentage of concepts that produce viable or winning ads
- Speed from insight to brief to launched creative
- Total spend carried by your creatives (this is also the number your bonus is calculated on)
- Weeks 1-2: deep research across customers, account history, and competitors
- Day 30: first batch of briefs live, including net-new concepts
- Day 60: a net-new concept of yours carrying real spend; weekly learnings loop running
- Day 90: your creatives carry a growing share of account spend
- $120,000 to $180,000 base with senior experience
- Plus a % of ad spend on your winning creatives
- Potential equity for top performers
- Full-time, part-time, or freelance. Remote. We hire the person, not the employment status.
All applications go through this form: https://forms.gle/1wLhpfDpiJ4UkXrB7
Note: Due to the volume of applications, we will only reach out to candidates whose experience and qualifications align with the requirements of the role.
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