Performance Creative Lead

CARL’S is a new food brand preparing to launch in the United States. We are building our Auckland team and looking for a Performance Creative Lead to develop the advertising that will help us acquire customers and grow.

You will own our creative strategy, ad concepts, scripts and production priorities, working closely with our Head of Meta to turn performance insights into better advertising.

The role

We need someone who understands why people buy and can turn that understanding into persuasive creative.

You will personally research audiences, develop concepts, write scripts and brief creators, editors and designers. You will also lead the production process, making sure the team delivers strong work consistently and learns from what happens when it goes live.

Reporting to the General Manager, you will work alongside our Head of Meta, Ecommerce Lead and brand and design team.

What you will own

• Research customer motivations, buying occasions, objections and competitor advertising.
• Build a creative testing plan covering different audiences, messages, offers and formats.
• Develop concepts, hooks, scripts and headlines for video and static advertising.
• Write clear briefs for UGC creators, video editors and graphic designers.
• Lead the weekly production schedule, set priorities and hold the team accountable for quality and deadlines.
• Direct shoots and creator content so the team receives the footage needed to execute each concept.
• Review ads before launch for message clarity, pacing, visual quality and accuracy.
• Analyse results with our Head of Meta, connecting creative decisions to purchases and customer acquisition costs.
• Develop successful concepts into further variations while maintaining a steady flow of new ideas.
• Work with the Ecommerce Lead to ensure landing pages deliver on the message in each ad.
• Maintain an organised record of concepts, tests and results so the team builds on what it learns.

What you will bring

• Proven experience developing performance creative for ecommerce or direct-to-consumer brands.
• A portfolio of paid-social ads you personally helped create, with evidence of commercial results.
• Strong direct-response copywriting, scripting and storytelling skills.
• Experience managing creative production across creators, editors and designers.
• The ability to interpret advertising results and explain what should change next.
• Good judgement about customer psychology, product positioning and persuasive offers.
• Strong organisation and the ability to deliver at pace while maintaining quality.
• Experience with food, subscription brands or the US market would be valuable.

Your first 90 days

You will develop a clear understanding of our customers, build the launch creative plan and establish a dependable briefing and production process.

You will create a structured library of ad concepts and assets, introduce weekly performance reviews and ensure the team uses the results to guide its next round of work.

Success will be measured through delivery, the quality of testing and creative contribution to customer acquisition performance.

Why join CARL’S

You will shape the advertising approach for a new food brand entering the US market. Working alongside dedicated paid media and ecommerce specialists, you will have the opportunity to see your ideas produced, tested and developed into campaigns that support growth.