100% Remote
Our client is a fast-growing consumer brand in the health and wellness space, recognized for delivering clinically backed, at-home devices and treatments. Their products are recommended by professionals, used by hundreds of thousands of customers, and are designed to boost confidence through safe, effective, drug-free solutions. The business is at a major inflection point—rapidly scaling via ecommerce, retail partnerships, and a robust product innovation roadmap.
Their ambition is to operate like a modern, AI-enabled media company, not a traditional “ad factory.” They see video as the primary language of the internet and are committed to producing exceptionally engaging content at a pace and volume that outperforms their category. AI is central to this vision—used to accelerate creative output, testing, learning, and optimization.
Role Overview
This is a builder role for a systems-minded creative leader. As the Head of Creative & Content Production, you will architect and run the end-to-end content engine across two primary pipelines:
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Revenue Engine: Performance-driven paid media
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Volume Engine: Always-on organic and social
The content ecosystem is centered on short-form, performance-driven video, with a strong emphasis on edutainment—content that teaches, informs, and solves problems while remaining highly watchable. Key platforms include TikTok, Instagram Reels, YouTube Shorts, and YouTube, along with other emerging channels.
Your core mandate is to design, launch, and continually refine an internal production infrastructure that supports every content stream—paid, organic, brand, lifecycle, and AI-assisted—so the team can move faster, test more, and produce higher-impact work without sacrificing performance. You’ll partner closely with Growth/Marketing to ensure creative output drives acquisition efficiency while strengthening brand trust and authority.
Key Responsibilities
1. Build the Creative Production Engine (Primary Mandate)
- Design and own an internal content production “flywheel” that can support multiple initiatives and channels simultaneously.
- Codify inputs, feedback loops, QA standards, and iteration cadences to speed up time-to-market.
- Translate performance and customer data into creative strategy, prioritization, and briefs that map to the product–customer–market lens.
- Champion problem-first storytelling—articulating customer pain points and desires more clearly than the customer can themselves.
2. Enable High-Performance Paid & Organic Content
- Run high-volume testing programs for paid social and video ads, with processes to quickly identify, iterate on, and scale winning concepts.
- Produce proven performance formats: side-by-side comparisons, studio-style performance creatives, and creator-led content suitable for whitelisting and UGC amplification.
- Continuously adapt trending hooks, memes, and storytelling styles to fuel viral experimentation on organic channels within very tight windows.
- Identify breakout “unicorn” creatives from organic feeds to be repurposed and scaled in paid channels.
3. Lead an AI-First Production Approach
- Own the AI-first production strategy, defining how AI tools integrate into ideation, scripting, editing, and post-production.
- Partner with or help hire a dedicated AI Creative Producer to execute and operationalize AI-native workflows.
- Design agentic, AI-assisted workflows to remove bottlenecks, automate repetitive tasks, and increase throughput.
- Implement high-frequency iteration frameworks (e.g., generating dozens of creative variations per core concept).
- Use AI to scale content creation—storyboards, variations, localized versions, and edits—without relying solely on in-person shoots.
- Drive meaningful reductions in cost-per-creative and production timelines through deep, practical AI adoption.
4. Own Full-Funnel Creative Systems (Site, CRM, Product)
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Web & Conversion: Oversee creative for homepages, landing pages, and product detail pages, balancing elevated visual standards with strict performance metrics (conversion, revenue per session, etc.).
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Lifecycle & CRM: Develop modular email and SMS template systems so lifecycle marketers can self-serve while staying on-brand and performance-focused.
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Brand Systems: Define and evolve visual identity, motion language, and reusable templates to ensure consistency across paid, organic, site, and retention.
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Packaging & Visual Hierarchy: Initially own packaging design direction and visual hierarchy; establish systems and guidelines that can later be handed off to a specialized hire.
5. Leadership & Hands-On Execution
- Build, lead, and mentor a high-performing team of designers, editors, and AI-focused creatives.
- Operate as a player-coach: actively concepting, scripting, directing, and art-directing key campaigns while installing processes, templates, and standards.
- Partner cross-functionally with Growth, Brand, Influencer, and Product teams to ensure tight alignment and seamless handoffs between paid, organic, and creator initiatives.
What Success Looks Like
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Creative Velocity: Output levels across paid, organic, and brand channels that are best-in-class for the category.
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Performance & Efficiency: Higher creative quality and volume without negative impact to ROAS, CVR, CAC, or retention metrics.
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Operational Excellence: Clear, adopted systems and templates that significantly reduce reliance on external agencies or freelancers.
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AI Integration: A production pipeline where a large portion of content is AI-generated or AI-enhanced, resulting in faster launches and lower costs.
Ideal Background
- 7+ years in creative, content, or production roles, including at least 3 years leading teams within a high-growth DTC or ecommerce organization.
- Demonstrated track record of building performance creative that converts and a strong grasp of why specific ads or concepts work.
- Deep expertise in video production—able to oversee shoots end-to-end, direct talent, and maintain high standards at scale.
- Fluent with modern AI tools and platforms, with a genuine interest in using them to automate, accelerate, and augment creative workflows.
- Systems thinker and pragmatic builder who enjoys creating frameworks, playbooks, and flywheels rather than relying on long, one-off briefs.
- Experience in Health, Beauty, Wellness, or CPG is highly preferred.
What This Role Is Not
- Not a traditional, brand-only Creative Director position.
- Not a role focused on managing agencies from a distance.
- Not a hands-off management role—this is deeply executional and strategic.
- Not a purely aesthetic role; every deliverable is measured against business and performance impact.
