Creative Strategist

We are hiring a Creative Strategist (Performance Ads + Copywriting) to lead the thinking behind our ad creative while also being able to execute messaging and copy when needed. This role is responsible for researching products, audiences, competitors, customer pain points, hooks, proof points, platform trends, and ad performance signals, then turning those insights into clear creative briefs, angle frameworks, copy directions, and practical production guidance.

This is not a passive strategy-only role and not a general social media admin role. In today’s AI-enabled creative workflow, the Creative Strategist must be able to do more than present ideas. They should be able to research, brief, write hooks, draft copy directions, generate concept variations, evaluate scripts, use AI tools responsibly, review performance data, and translate learnings into the next creative direction. The ideal candidate has strong research ability, structured thinking, taste for high-performing ad creative, and enough performance-marketing literacy to interpret creative results. They should be comfortable building frameworks, writing briefs, writing or improving copy, reviewing ad performance, and communicating clearly with both creative and business stakeholders

Key responsibilities

• Research each client’s product, target customer, positioning, reviews, competitors, offers, market context, and active ad landscape before creating creative direction.
• Develop ad-angle frameworks that define hooks, emotional triggers, customer objections, product proof points, offers, CTAs, and audience segments.
• Write detailed creative briefs for the production team, including the strategic angle, target audience, desired viewer reaction, key message, proof points, visual direction, required deliverables, platform considerations, and testing purpose.
• Write and improve draft hooks, headline options, copy directions, messaging variations, CTA options, and script outlines when needed, especially during early concept development.
• Collaborate with the Ad Copywriter on final scripts and copy execution; the strategist should be able to write copy, but the final detailed script may still be refined by the dedicated copywriter.
• Use AI tools to speed up research, ideation, copy variation, competitor analysis, and creative testing preparation while applying human judgment to ensure quality and brand fit.
• Build and manage creative testing frameworks, including which angles to test first, what variables should change, what the hypothesis is, and how results should be interpreted.
• Review ad performance data with internal teams or clients, identify patterns in winners and losers, and translate findings into next-round creative direction.
• Maintain a growing library of winning angles, hooks, insights, objections, audience triggers, competitor references, copy patterns, and niche-specific learnings.
• Communicate creative direction clearly to designers, editors, 3D artists, copywriters, project managers, and client-facing stakeholders.

Required qualifications

• Minimum S1 / Bachelor’s degree in Communication, Marketing Communication, Business / Management, Advertising, Psychology, Visual Communication Design / DKV, Economics, or a related field from a recognized university.
• Experience in creative strategy, content strategy, copywriting, paid social, performance marketing, ecommerce marketing, brand strategy, agency planning, or a similar role.
• Demonstrated ability to write strong hooks, messaging directions, headlines, CTAs, and short-form ad copy, not only strategy decks.
• Understanding of how ads work on platforms such as Meta, TikTok, and YouTube, including how hooks, offers, proof points, formats, and CTAs affect performance.
• Strong research skills, including the ability to analyze competitor ads, product pages, customer reviews, customer pain points, audience segments, and ad performance signals.
• Ability to turn messy information into structured creative briefs, clear hypotheses, practical copy direction, and production-ready guidance.
• Comfortable using AI tools for research, ideation, copy variation, summarization, and creative workflow acceleration while maintaining quality control.
• Clear communication skills and ability to give feedback to copywriters, designers, editors, and production teammates without creating confusion.
• Experience with ecommerce brands, direct-response advertising, UGC-style ads, AI UGC, paid social creative testing, creative analytics, or agency-side campaign strategy.
• Familiarity with tools such as Meta Ads Library, TikTok Creative Center, Google
• Sheets, Notion, Miro, Figma, project-management tools, and AI writing/research tools.
• Experience presenting creative strategy, performance learnings, or testing recommendations to clients or senior stakeholders.
• Ability to write both English and Bahasa Indonesia copy or messaging directions for different campaign needs.
• Strong taste for what makes a creative asset feel native to TikTok, Meta, YouTube, ecommerce, or creator-led formats.
• Must be available to work full-time in-office in Jakarta.
• Willing to work from 3PM - 12PM WIB