Global Director of Creative Strategy

A bit about the role

Creativity is the special sauce that makes the world go around. That, and a bunch of data sprinkled in. This role will blend the two worlds together to build a system for our performance marketing advertising creative.

As our Global Director of Creative Strategy, you’ll connect brand, data, and performance marketing efforts. Reporting to the GM, Global Growth Marketing, you will be a thought partner responsible for taking data based insights and turning them into creative strategy, which is a core pillar of our overarching global growth strategy.

This role sits in the sweet spot of data analysis, creative intuition, and commercial strategy. Building systems that help our teams leverage creativity as something measurable, testable, and a decisive driver of ROI will have cross-cutting impact across the entire business, and most importantly, brings Who Gives A Crap closer to realising its purpose.

You will own the creative analytics that inform action based insights, build frameworks, testing calendars, and reports into a tasty digestible package for the team. You will be responsible for guiding the creative direction of campaigns based on data and ensuring performance delivers tangible P&L results.

If you worked here this past month here are some things you might have been involved in

• Partnering with the GM, Global Growth Marketing, to translate our quarterly business objective into a series of testable creative hypotheses for our paid media and lifecycle channels.
• Leading a deep dive analysis of creative performance data, moving beyond CTRs to understand creative fatigue.and the impact of different messaging on lifecycle cohorts.
• Turn the deep dive analysis into a global playbook of new and best practices for the growth marketing team to scale.
• Collaborating with designers, videographers, copywriters and channel owners across paid media and CRM to implement a global creative testing roadmap designed to increase new customers and reduce CPA.
• Presented your analysis to the creative, and executive team, creating a compelling story that connects your creative testing framework directly to new customer incrementality.
• Spent time pursuing your fave substacks to monitor recent advert platform changes, customer insights, and market trends.
• Built a holistic creative reporting dashboard that provides a single source of truth on performance for partners across creative, brand, and local markets.
• Dug into both external and internal data to analyse consumer behaviour, competitor activity, market trends and ad performance. All to inform the performance marketing strategy.
• Developed insight packed briefs for the creative team, giving them clear direction outlining objectives, target audience, and key messages.