Head of Creative Strategy

Reports to: Head of Growth · Leads: the creative pods (strategists, video editors, graphic designers, UGC team, creative coordinator) 

Role Overview

Mother's Earth is a multiple 8-figure DTC brand running four stores across the Netherlands, Germany, France and the wider EU incl. UK. We're fully remote, Meta is our core growth engine, and creative is our biggest lever.

As Head of Strategy you own the creative pods and the creative leaderboard. You decide what gets made and whether it's good enough to run, and you're accountable for how it performs. Your scope is everything the customer sees in paid, from the first frame of the ad to the page it lands on.

This is a creative seat, purely on paid media creatives. You don't run the ad accounts, own the budget or manage the media buyer. The Head of Growth does all three. You get the signals from the account and you decide what great creatives get made next.

What you'll own

• The pods. Structure, monthly allocation, capacity and output across every strategist, editor, designer and the UGC team.

• The balance of the funnel. How creative output splits across funnel stages, awareness stages and sophistication levels. Determining the balance and focus on what is needed in the funnel.

• The angles. What we say, to what avatar, at which awareness stage, for every product we push. You keep a pipeline of new territory ready before the current winners fatigue.

• The concept layer. Hooks, scripts, storyboards, formats, UGC and static direction. 

• Deep research. You spend time digging deep and keep paying attention to what is working in the field of creative. 

• The post-click requirement. Which advertorials and landing pages paid needs and what they have to say. You're the trigger, the E-commerce then builds them.

• The quality gate. You determine the standard we set as on creative launches..

• The leaderboard. Which concepts, angles and hooks are winning, at what spend, in which market, with naming discipline so every result traces back to a brief.

• The team. You lead, hire and level up the pod leads, run the call cadence, and direct external creative partners as a pod. 

What you bring

• 3+ years leading creative for a DTC brand at real spend, as Head of Creative, Head of Creative Strategy, Creative Director or Senior Creative Strategist.

• Concepts you briefed that scaled, and the ability to explain exactly why they worked.

• Deep command of direct response principles (hooks, angles, awareness stages, market sophistication) on Meta and TikTok.

• Strong copywriting and short-form video storytelling.

• Experience with advertorials and landing pages, and with carrying the message from ad to page.

• You read performance data and creative together. You don't need to be able to run an ad account, but you do need to be able to read one.

• A proven record leading a creative team: setting a standard, giving hard feedback, raising people's level.

• Strong cross-functional skills. You'll be in constant contact with the other Heads.

• Fluent English. Dutch, French and/or German is a strong plus.

Added plus: experience with upper-funnel work, Google demand gen and produced shoots. We plan to add pods in that direction, and you'd lead them eventually.

How we measure success

• Creative hit rate

• The monthly concept target hit across all pods, at standard.

• Speed from ideation to launch, and how fast winners get iterated.

• Every priority product covered across awareness stages that matter

• Pods that deliver on their own, and pod leads who get sharper under you.

• Managing creative agencies to the same standard as our internal pods