Creative Strategist – D2C

Caliber Brands; Dubai; On-site; AED 279,000 - 446,000; Full time

Benefits offered by this job

Own creative output for a growing D2C

Competitive salary and annual bonus

Medical insurance and UAE visa

Job summary

NutriCook is seeking a Creative Strategist to own the direct-to-consumer creative engine. You will write briefs, manage creators, and build a scalable ad library with data-backed tests to drive ROAS.

You will mine product and customer signals, develop a strong hook library, and maintain a 200+ concept pipeline while collaborating with an agency on media buying.

Qualifications

• 3+ years owning performance ad creative on Meta and TikTok for a D2C brand or agency.
• Portfolio of ads you conceived and briefed, with the insight, the test and the numbers behind them.
• Hands-on experience briefing and directing UGC creators.
• Fluency in creative performance data: hook rate, hold rate, CTR, CVR, cost per result.
• Proven volume: dozens of concepts a quarter, not a handful a year.
• Bias for action: you chase the creator, fix the edit and get it live.

Responsibilities

• Know our products and customers; mine reviews, returns, support tickets and competitors' reviews for real objections and moments of delight.
• Build a hook library and a point of view on what we should say, backed by evidence.
• Write tight briefs: hook, angle, objection, proof and format before anything is shot.
• Source, cast and direct UGC creators so the output is usable first time.
• Ship a steady stream of genuinely new concepts and grow the ad library to 200+.
• Run structured tests with stated hypotheses and analyze hook rate, hold rate, CTR and CVR.
• Work with the agency on ROAS; you own the creative that makes it work.
• Ensure landing pages deliver the ad promise and run CRO tests.

Skills

Performance ad creative

UGC briefing & directing

Ads portfolio

Creative data fluency

High output / volume

Job description

Creative Strategist (D2C / DTC) at NUTRICOOK — own every ad we run for a category-leading lifestyle kitchen appliance brand scaling its direct-to-consumer business.

Who we are

NutriCook is a leading home and kitchen appliance brand headquartered in Dubai, with a fast-growing D2C (DTC) business. We focus on healthy cooking: air fryers, pressure cookers, indoor grills, ovens, food prep and cookware.

We are a category leader across the Middle East, and in 2027 we launch into Europe, the UK, Southeast Asia and India. Our own direct-to-consumer channel is already a meaningful part of the business. Our objective is to multiply it, and creative is the single biggest lever we have.

We are a lean team. If you own something here, you genuinely own it.

Why this role exists

Our D2C business has a ceiling on it, and the ceiling is our ads. Not our product, not our traffic, not our agency's media buying. Our creative.

Too much of it is AI-generated and it looks like it. We don't produce enough of it. And nobody wakes up owning it. Look at what Caraway and IM8 put out: that is the bar. Ads built on a real insight about a real person, made properly, in enough volume to keep testing and keep winning.

You will not inherit a creative engine or a production setup. You are building it.

What this job is, and what it is not

• You own the idea. You decide what we say, to whom, and why it will make them stop and buy.
• You direct, you do not edit. You brief and manage creators and editors to produce the work.
• You build the bench. You find, brief and manage the creators, editors and freelancers who make the work.
• You don't buy media. Our agency runs the buying. You own what they run.
• You don't make brand films. This is direct response. Every ad has a job, and the job is to sell.

What you will do

• Know our products and customers properly. Mine reviews, returns, support tickets and competitors' reviews for real objections and real moments of delight.
• Build a hook library and a point of view on what we should say, backed by evidence, not taste.
• Write tight briefs: hook, angle, objection, proof and format, before anything is shot.
• Source, cast and direct UGC creators so the output is usable first time.
• Ship a steady stream of genuinely new concepts, not recuts, and grow the active ad library to 200+.
• Run structured tests with a stated hypothesis. Read hook rate, hold rate, CTR and CVR by creative. Kill fast, scale winners, build the next five variations.
• Work with the agency on ROAS: they own the buying, you own the creative that makes it work.
• Make sure landing pages deliver what the ad promises, and run simple CRO tests to lift conversion.

What we need from you

• 3+ years owning performance ad creative on Meta and TikTok for a D2C or DTC e-commerce brand, or at an agency serving them.
• A portfolio of ads you personally conceived and briefed, with the insight, the test and the numbers behind them.
• Hands-on experience briefing and directing UGC creators.
• Fluency in creative performance data: hook rate, hold rate, CTR, CVR, cost per result. You can explain why an ad failed, not just that it did.
• Proven volume: dozens of concepts a quarter, not a handful a year.
• A bias for action. You chase the creator, fix the edit and get it live.

Nice to have

• Home, kitchen, food or daily-use product experience
• Smart use of AI tools as an accelerator, knowing where they stop being good enough
• Arabic, or experience making creative for this region
• Static and motion design literacy, enough to art-direct

This job is not for you if

• Your ads have been made mostly by AI with light human direction.
• You've run social content rather than direct-response ads for a DTC brand.
• You need a creative director above you to decide the angle.
• You brief an agency and leave them to it. Here you own the output, not the handover.

How we measure you

• Yours alone: new concepts shipped per month, active ad library on the path to 200+, hook and hold rate, CTR and CVR by creative, and win rate against control.
• Shared with the agency: ROAS and cost per acquisition.
• The point of the role: incremental D2C revenue growth.

What we offer

• Full ownership of the creative behind a real, growing D2C business
• A product people genuinely love, which makes the creative job easier and more fun
• Real budget, real volume and direct access to leadershipCompetitive salary, annual performance bonus, medical insurance, annual air ticket and UAE visa as per company policy