UGC Video Creative Strategist

We are hiring an elite, results-obsessed UGC Video Creative Strategist to own the strategy, scripting, and production of high-performing video ads for a fast-scaling DTC skincare and cosmetics brand.

This is not a traditional social media, content, or general creative role. We are looking for someone who understands how to turn consumer psychology, winning angles, compelling hooks, and direct-response copy into UGC videos that stop the scroll, hold attention, and drive purchases.

You should have a proven understanding of what makes UGC ads work at scale — from identifying winning customer avatars and pain points to developing hooks, writing scripts, directing creators, and continuously iterating based on performance data.

You will be responsible for building and improving a high-volume pipeline of UGC concepts and creatives, working closely with editors, creators, and the performance marketing team to turn winning ideas into scalable ads.

If you can look at a DTC ad and immediately identify why it works, and then write a better version, we want to hear from you.

Requirements

What You'll Do

UGC Creative Strategy & Concepting

• Own the UGC video creative strategy across the brand's paid social channels, with a primary focus on Meta and other performance-driven platforms.
• Research competitors, emerging DTC brands, winning ads, consumer trends, and social media content to identify new creative opportunities.
• Identify high-potential customer avatars, pain points, desires, objections, benefits, mechanisms, and purchasing triggers.
• Develop fresh creative angles and concepts based on customer psychology, product positioning, market trends, and performance data.
• Continuously build a pipeline of new UGC concepts designed for testing and scaling.
  

UGC Scripting & Direct-Response Copy

• Write high-converting UGC video scripts from concept through final execution.
• Develop scroll-stopping hooks that capture attention within the first few seconds.
• Create strong opening patterns, storylines, transitions, CTAs, and retention mechanisms designed specifically for short-form video.
• Write scripts for different UGC formats, including:
• Talking-head / "yapper" videos
• Customer testimonials
• Problem/solution videos
• Product demonstrations
• Before & after concepts
• Founder-style videos
• Expert/authority-style UGC
• Testimonial-driven ads
• Objection-handling creatives
• Storytelling and transformation-based ads
• Adapt winning hooks, angles, and scripts into multiple variations to increase testing volume and creative output.
• Understand how to balance native-looking UGC with direct-response principles without making the content feel like a traditional advertisement.
  

Creative Production & Direction

• Own the creative process from concept → script → creator brief → production → editing → final ad.
• Develop clear and actionable briefs for UGC creators, ensuring they understand the hook, messaging, delivery, emotion, visual direction, and CTA.
• Source, evaluate, and collaborate with UGC creators when required.
• Direct creators to achieve the desired delivery, authenticity, pacing, and performance-oriented execution.
• Work closely with video editors to ensure every creative is edited for maximum hook rate, watch time, retention, and conversion potential.
• Review creative outputs rigorously and provide precise feedback until they meet the required standard.
• Maintain a high creative velocity and ensure concepts move quickly from ideation to testing.
  

Performance & Creative Optimization

• Analyze creative performance and identify why specific ads win or fail.
• Use metrics such as hook rate, thumb-stop rate, hold rate, watch time, CTR, CVR, CPA, ROAS, and other relevant KPIs to guide creative decisions.
• Break down winning ads into their underlying components — hook, angle, avatar, script, offer, visual pattern, pacing, CTA, and emotional trigger.
• Create iterations and variations of winning creatives rather than simply producing completely new concepts.
• Continuously test new hooks, scripts, angles, creators, formats, and executions.
• Work closely with the paid media team to understand performance and translate data into the next round of creative testing.
  

Competitive & Market Research

• Conduct ongoing research across Meta, TikTok, Instagram, YouTube, Amazon, competitor websites, Reddit, and other relevant channels to identify emerging creative trends and consumer insights.
• Study high-performing DTC brands both inside and outside the beauty/skincare space.
• Identify patterns in winning UGC ads and translate those insights into original concepts for the brand.
• Stay ahead of evolving UGC formats, creator styles, cultural trends, and direct-response advertising techniques.
  

What You'll Bring

• Proven experience as a UGC Creative Strategist, UGC Video Strategist, Creative Producer, or similar performance-focused role within the DTC/e-commerce space.
• A verifiable track record of creating or scaling profitable UGC video ads, with actual performance results you can walk us through.
• A portfolio containing real UGC/performance video ads, not primarily static designs, organic social content, or branding work.
• Deep understanding of direct-response advertising and performance creative.
• Exceptional UGC scriptwriting and direct-response copywriting skills.
• Strong understanding of hooks, angles, avatars, pain points, objections, storytelling, retention, and CTAs.
• Experience creating creative specifically for paid acquisition, rather than solely organic social media.
• Strong understanding of DTC funnels, offers, landing pages, and the relationship between the ad and the post-click experience.
• Experience working with Meta Ads and performance marketing teams, with visibility into creative performance.
• Ability to interpret performance data and turn insights into concrete creative iterations.
• Experience working with UGC creators, editors, and/or creative production teams.
• Excellent written and spoken English, with native-level understanding of Western communication, culture, humor, social media behavior, and consumer language.
• Strong understanding of the U.S. consumer and what makes an ad feel authentic rather than overly scripted or "advertisy."
• High creative judgment and the ability to quickly recognize strong versus weak creative.
  

What We're Looking For in Your Portfolio

Your portfolio should demonstrate:

• UGC video ads created for DTC/e-commerce brands
• Examples of direct-response video scripting
• Different hooks and creative angles
• Multiple iterations of winning concepts
• Evidence of performance and results where possible
• Your specific contribution to the creative process
• Examples of ads that were scaled or generated measurable business results

Candidates whose portfolios are primarily static ads, graphic design, branding, organic social content, or general video production will not be a strong fit for this role.

Non-Negotiables

• You must have real DTC/e-commerce performance creative experience.
• You must have strong UGC video scripting experience.
• You must be able to show real UGC video ads you've worked on.
• You must understand direct-response advertising and creative performance metrics.
• You must have experience creating ads designed to acquire customers, not simply generate engagement.
• You must be able to demonstrate measurable results or clearly explain the performance impact of your work.
• Zero tolerance for sluggishness. You must be obsessive, proactive, and relentlessly follow up.
• You don't wait for instructions; you identify opportunities, bring new concepts to the table, and push creative forward.
• You are highly analytical but equally creative: you know how to use data to make better creative decisions.
• You are comfortable operating in a fast-paced environment where creative volume, testing speed, and iteration matter.
• You are growth-oriented and here to win, not simply to perform a standard employee function.

Benefits

• Highly competitive compensation package.
• Uncapped performance bonus tied to a percentage of ad spend when targets are met.
• Flexible working hours to accommodate your schedule and maximize productivity.
• Fully remote setup, allowing you to work from anywhere in the world.
• Opportunity to work directly on high-growth DTC brands with significant creative testing and scaling opportunities.

All candidates must demonstrate a strong understanding of Western culture, U.S. consumer behavior, and communication.

Please include a portfolio of relevant UGC/performance video ads and, where possible, the results generated by the creatives you worked on.