Director of Creative Strategy - Performance Marketing

About Inner Balance

Inner Balance is a telehealth company focused on women's health, delivering clinician-formulated compounded treatments to optimize hormone balance, sexual health, skin wellness, and longevity. Their main product lines include Oestra (hormone replacement therapy), Libida (sexual wellness), BodyMatched (hormonal skincare), and NAD+ (liposomal sublingual supplements). The company is rapidly growing in the digital health space, primarily acquiring customers through paid social channels such as Meta, Google, and TikTok, with creative content driving the majority of growth.

Role Overview

This position emphasizes growth through performance-driven creative marketing rather than traditional branding. The role requires designing ad concepts that reduce customer acquisition costs (CAC), enhance conversion rates, and scale profitably across platforms like Meta and TikTok. It combines strategic planning with hands-on creative production, including rapid video content creation utilizing AI-assisted user-generated content (UGC) and CapCut-style editing. The Director will lead both the internal creative team and external creators, collaborating with agencies to ensure all creative output prioritizes business outcomes over awards.

Key Responsibilities

• Develop a systematic approach to produce high-impact ad concepts for all product lines.
• Generate creative hypotheses based on customer psychology and performance analytics.
• Draft creative briefs and scripts to guide UGC creators, editors, and production teams.
• Create and edit quick-turnaround video advertisements using tools like CapCut and AI-powered video technologies for trend-responsive content.
• Evaluate ad performance to identify success factors and areas for improvement.
• Collaborate with media buyers and Meta account managers to find new testing avenues, interpreting key performance indicators to refine creative briefs.
• Monitor competitor ads and emerging trends across social platforms using tools such as the Meta Ad Library.
• Maintain a dynamic repository of effective hooks, messages, testimonials, and offers.
• Lead weekly creative brainstorming sessions and supervise designers, editors, and producers.
• Ensure compliance with all regulatory standards, including FTC guidelines and clinical advertising restrictions.

Success Metrics

• Established a structured creative testing framework.
• Launched 10–20 new creative concepts weekly.
• Created a replicable end-to-end creative pipeline.
• Deep customer insight across all product lines.
• Regular performance reviews with media and Meta account teams.
• Consistent generation of high-performing creative assets.
• Demonstrable reduction in CAC linked to creative work.
• Faster creative testing cycles with reduced fatigue.
• Scalable system for ongoing creative improvement.

Candidate Profile

• Proven track record creating scalable paid social ads on Meta and TikTok.
• Strong knowledge of Meta’s ad algorithms and creative best practices.
• Capability to analyze creative success drivers from both marketing and psychological perspectives.
• Skill in quickly writing compelling hooks and using performance data to optimize creativity.
• Thrives in fast-paced testing environments and is dedicated to continuous learning.
• Comfortable producing quick-turn creative content and interpreting relevant dashboards.

Preferred Background

• Experience at a performance creative agency, high-growth DTC or consumer subscription companies.
• Exposure to telehealth, wellness, beauty, consumer packaged goods, or mobile app industries.

Experience Requirements

• Minimum 5 years in performance marketing creative roles.
• Responsible for creative that achieved significant scaling on Meta and/or TikTok.
• Hands-on experience with UGC-style ads and editing software such as CapCut or Premiere.
• Familiarity with AI-based UGC and video/voice generation tools for rapid content creation.
• Strong copywriting and creative briefing skills.
• Based in the United States.

Additional Advantages

• Experience managing subscription models.
• Experience in healthcare or wellness sectors.
• History of managing annual paid social budgets exceeding $50 million.
• Familiarity with AI in broader creative development, including concept and script generation.

Performance Indicators

• Number of creative concepts launched.
• Quantity of winning creatives developed.
• Proportion of ad spend on effective creatives.
• Improvement in CAC driven by creative output.
• Speed of creative testing cycles.
• Reduction of creative fatigue.
• Revenue share attributable to new creative work.

Benefits and Compensation

• Competitive base salary aligned with senior leadership roles in performance creative marketing.
• Bonuses linked to CAC improvements and creative testing outcomes.
• Comprehensive health, dental, and vision insurance options.
• Access to Inner Balance products and services.
• Remote-first position with flexible scheduling to support rapid creative production.
• Generous paid time off and company holidays.
• Opportunities for professional growth, including scaling the creative strategy function and working directly with executive leadership.