Fractional Creative Strategist

Overview

A senior, hands-on fractional role that shapes and continuously improves the creative strategy behind LumiMeds' paid acquisition efforts for its telehealth weight management and metabolic health products.

What you'll do

• Develop and continuously refine the performance creative strategy across Meta, Google, TikTok, YouTube, Reddit, and other paid acquisition channels.
• Identify new creative concepts, angles, hooks, offers, formats, and messaging opportunities based on performance data, customer insights, and market trends.
• Translate business and acquisition goals into clear creative priorities for designers, editors, copywriters, and content creators.
• Build actionable creative briefs that define the audience, insight, hook, message, format, CTA, and testing hypothesis.
• Ensure creative concepts are adapted appropriately for each platform rather than simply repurposed across channels.
• Maintain a balance between iterating on proven winners and testing genuinely new creative directions.
• Regularly review creative performance using metrics such as CTR, CPA, ROAS, CVR, hook rate, hold rate, and conversion performance, and identify why creative is winning or losing.
• Develop structured testing frameworks for hooks, messaging angles, visual concepts, formats, offers, CTAs, and landing page alignment.
• Identify creative fatigue and recommend when concepts should be refreshed, expanded, or retired.
• Build a repeatable feedback loop between performance data, creative insight, new concepts, testing, and iteration.
• Continuously research competitors, DTC brands, telehealth companies, consumer health trends, and emerging advertising formats, and analyze competitor creative libraries for patterns, opportunities, and whitespace.
• Develop a deep understanding of customers' motivations, objections, concerns, and purchase triggers, and translate these into relevant, credible, conversion-focused creative angles.
• Review concepts, scripts, static ads, video ads, UGC, and other performance creative before launch, and provide clear, specific, actionable feedback to creative partners.
• Help the team distinguish between subjective creative preferences and decisions supported by performance data.
• Establish creative principles, frameworks, and best practices that allow the team to execute faster and more consistently.
• Participate in regular creative performance reviews and planning sessions.
• Evaluate the full customer journey from creative to landing page, offer, and checkout, identify disconnects between ad messaging and landing-page experiences, and recommend improvements to landing-page messaging, structure, offers, CTAs, and objection handling.
• Partner with the marketing team to develop creative and conversion hypotheses that can be tested across the funnel.
• Actively use AI tools such as ChatGPT, Claude, Midjourney, Runway, ElevenLabs, or similar platforms to accelerate creative research, concept development, copy and hook ideation, storyboarding, competitive analysis, briefs, and creative variations.

What you'll need

• Proven experience in creative strategy, performance marketing, direct-response advertising, or growth creative.
• A strong track record developing creative that drove measurable customer acquisition results.
• Deep understanding of DTC and performance advertising.
• Strong knowledge of Meta advertising and familiarity with other major paid channels such as Google, TikTok, YouTube, and Reddit.
• Ability to interpret performance data and translate it into actionable creative decisions.
• Strong understanding of direct-response copywriting, hooks, offers, CTAs, and consumer psychology.
• Experience developing structured creative testing frameworks.
• Strong understanding of short-form video, UGC, static ads, and other performance creative formats.
• Ability to give clear creative direction and actionable feedback to designers, editors, copywriters, and creators.
• Comfortable operating independently in a fast-moving startup environment.
• Strong communication skills and professional-level English.
• Availability for regular collaboration during U.S. business hours.

Nice to have

• Experience in telehealth, DTC health, wellness, subscription businesses, or other regulated industries.
• Experience marketing GLP-1, weight management, or metabolic health products.
• Understanding of healthcare advertising and compliance considerations.
• Experience working with UGC creators and creator-led advertising.
• Experience with landing-page optimization and CRO.
• Familiarity with platforms such as Shopify, Webflow, or Unbounce.
• Strong understanding of AI-assisted creative workflows.

Details

• Fractional, remote role; the position is open to candidates based in approved locations, depending on the role and business needs.
• Availability required for regular collaboration during U.S. business hours.
• Applications must be submitted in English.