Performance creative strategist

VIP Gateway is one of the UK's fastest\-growing car leasing businesses.

We operate in one of the most competitive digital advertising markets in the UK and are making a major investment into paid acquisition, creative testing, AI and advertising technology.

We are building an in\-house performance marketing function designed to operate at significant scale across Meta, TikTok, Google, AI Ads and emerging advertising platforms.

We're now looking for a highly commercial and creative Performance Creative Strategist to take ownership of the ideas, messaging and creative strategy behind our advertising.

This is not a traditional graphic design role.

And it is not simply a social media content role.

We are looking for someone who understands how creative directly drives advertising performance.

The role

Your job is simple:

Create advertising concepts that make people stop, engage and convert.

You will develop and test high volumes of advertising creative across:

• Meta


• Instagram


• TikTok


• YouTube


• Google


• AI Ads


• Other emerging advertising platforms

You will work closely with our paid acquisition and marketing automation person to continuously develop, launch, analyse and improve creative.

We want to move away from creating a few ads every month.

We want to create a true creative testing machine.

That means continuously testing new:

• Hooks


• Angles


• Headlines


• Offers


• Scripts


• Videos


• Images


• Formats


• Visual styles


• Calls to action

And using real advertising performance data to decide what gets produced next.

What you'll do

You will own the creative strategy behind our paid advertising campaigns.

This will include:

• Developing creative concepts for paid advertising


• Identifying new angles and customer pain points


• Creating campaign messaging


• Developing hooks designed to stop scrolling


• Writing advertising scripts


• Creating headline and copy variations


• Developing promotional concepts


• Turning vehicle offers into compelling advertising


• Creating creative strategies for different customer segments


• Developing concepts for personal and business leasing


• Building campaigns around new vehicle launches and special offers

You should be able to look at a car leasing deal and quickly identify several different ways of positioning it to the customer.

For example:

Price

Low initial rental

Value compared with buying

New car for less than expected

Electric vehicle savings

Premium car at an accessible monthly payment

Limited availability

In\-stock and fast delivery

Business tax benefits

The ability to generate different commercial angles is extremely important.

High\-volume creative testing

A major part of this role is increasing how much creative we test.

You will:

• Build structured creative testing plans


• Generate large numbers of creative concepts


• Create multiple variations of winning advertisements


• Test different hooks against the same offer


• Test different formats and styles


• Analyse which concepts are producing the best results


• Develop new iterations from winning creative


• Identify creative fatigue


• Continuously refresh advertising creative


• Build a repeatable creative testing process

We want somebody comfortable testing dozens or potentially hundreds of creative variations, rather than producing one "perfect" advert.

Performance\-driven creativity

Everything you create should ultimately be measurable.

You will work closely with the paid acquisition team to understand:

• CTR


• CPC


• CPL


• CPA


• Conversion rate


• CAC


• ROAS


• Lead quality


• Orders


• Revenue


• Gross profit

You'll use this information to understand:

What hooks are working?

Which offers are resonating?

Which video styles convert?

Which customer problems generate action?

Which ads attract the highest quality customers?

And then you'll build the next generation of creative based on those findings.

This is what separates this position from a traditional creative role.

Video and UGC strategy

Short\-form video will be a major part of our advertising strategy.

You'll develop:

• TikTok concepts


• Instagram Reels


• Meta video ads


• YouTube Shorts


• UGC\-style advertisements


• Presenter\-led ads


• Founder\-led content


• Staff\-led advertisements


• Customer testimonial concepts


• Vehicle walkarounds


• Deal\-focused videos


• Comparison videos


• Educational content


• Direct\-response advertisements

You'll create scripts and briefs that can be executed.

You do not necessarily need to personally film every piece of content.

However, you need to understand what should be filmed, why we're filming it and what makes it commercially effective.

Static and display creative

You will also develop concepts for:

• Meta static ads


• Carousel ads


• Google Display


• Promotional graphics


• Vehicle deal advertisements


• Dynamic product creative


• Offer\-led advertising


• Retargeting creative

You'll work with designers and automation tools to turn concepts into high volumes of usable assets.

AI and creative automation

We want to aggressively explore how AI can increase the volume and quality of advertising creative.

You'll be encouraged to use and test tools for:

• AI image generation


• AI video generation


• Automated creative variation


• Ad copy generation


• Voiceovers


• Dynamic creative


• Creative resizing


• Personalisation


• Script generation


• Creative research

You should be naturally curious about new creative technology.

We don't want someone waiting to be shown a new tool.

We want someone finding it first.

Competitor and market research

You'll continuously monitor:

• Competitor advertising


• Meta Ad Library


• TikTok Creative Center


• Automotive advertising


• Ecommerce advertising


• Direct\-response advertising


• Consumer trends


• Viral formats


• Emerging creative styles

You should regularly bring new ideas into the business.

Not simply copy competitors, but understand why something works and how we could apply the principle better.

Creative briefing and production

You will turn ideas into clear briefs for:

• Videographers


• Designers


• Editors


• Content creators


• UGC creators


• Influencers


• Internal staff

Your briefs should clearly explain:

• Hook


• Concept


• Audience


• Script


• Visual direction


• CTA


• Format


• Variations required


• What is being tested

Strong organisation is therefore essential.

Landing pages and customer journey

Your thinking should not stop at the advertisement.

You'll also contribute ideas around:

• Landing page messaging


• Headlines


• Calls to action


• Offer presentation


• Conversion optimisation


• Lead forms


• Customer journeys

We want consistency between:

Ad → landing page → enquiry → sale

What we're looking for

Ideally you will have:

• 4\+ years' experience in performance creative, paid social, creative strategy or direct\-response marketing


• Strong understanding of Meta and TikTok advertising


• Experience creating advertising concepts that have delivered measurable results


• Excellent copywriting ability


• Strong understanding of hooks and attention


• Experience writing video scripts


• Strong commercial instinct


• Excellent understanding of consumer psychology


• Analytical mindset


• Comfortable using advertising performance data


• Ability to create high volumes of ideas


• Experience working alongside paid media teams


• Strong understanding of social media trends


• Excellent communication and briefing skills

Highly desirable

We would particularly like to speak to candidates with experience in:

• Ecommerce


• Automotive


• Financial services


• Lead generation


• Direct\-response marketing


• Online marketplaces


• High\-growth consumer businesses


• High\-spend Meta accounts


• TikTok advertising


• UGC advertising


• AI creative tools


• Creative automation


• Large\-scale creative testing

The type of person we're looking for

You're commercially creative.

You understand that an advert can look beautiful and still perform badly.

You're interested in what makes people act.

You love testing ideas.

You naturally notice adverts.

You save good ads when you see them.

You're constantly thinking about better hooks.

You understand social media culture but you're equally comfortable looking at spreadsheets and advertising data.

You're prepared for most ideas not to work because you know the goal is to test enough ideas to find the winners.

And when something wins, your instinct is:

"How many ways can we iterate this?"

rather than moving immediately onto something completely different.

What success looks like

Within your first 6–12 months, we would expect:

• Significant increases in creative testing volume


• A consistent pipeline of new advertising concepts


• Clear creative testing processes


• Stronger\-performing paid social creative


• Regular development of winning creative themes


• Improved CTR and conversion rates


• Reduced creative fatigue


• Increased use of video and UGC


• Increased adoption of AI creative tools


• Better communication between creative and performance teams


• Clear understanding of which messages and offers resonate with our customers

Ultimately, we want to build one of the strongest performance creative operations in the UK automotive market.

The opportunity

This is an opportunity to help build the creative function rather than simply join an established process.

VIP Gateway is prepared to invest heavily in:

• Paid media


• Advertising technology


• Creative production


• AI


• Automation


• Video


• Testing

You'll work closely with our paid acquisition team, senior leadership and wider marketing function.

You'll have freedom to test ideas quickly and access to significant advertising spend, giving you the ability to see the real commercial impact of your work.

Where possible, please include actual performance results.

We're much more interested in creative that delivered commercially than simply creative that lo

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