Creative Strategist

MOTHER ROOT ✸; Greater London; Hybrid; GBP 35,000 - 55,000; Full time

Benefits offered by this job

Share Options Programme

Hybrid work 3 days in office

Annual Leave 25 days

Summer Fridays

Work From Anywhere

Pension matched

Cycle Scheme

Training allowance £300

Wellbeing support

Team trip

Parental Leave

Free Mother Root

Job summary

Mother Root is seeking a Creative Strategist to own the ideas behind paid social creative in the UK and US. You will derive insights from customer research, build personas and test hypotheses that drive performance while maintaining brand soul.

You’ll brief editors, collaborate with agency partners and guide the creator/UGC pipeline. The role emphasizes iterative learning, AI-assisted research and staying ahead of platform trends.

Qualifications

• 2–3 years in creative strategy, performance creative or direct response marketing.
• Proven track record briefing editors, creators or agency partners and seeing ideas through to live ads.
• Fluency in paid social: hooks, angles, formats, iterations and metrics.
• Strong analytical confidence to read data and derive insights.
• Experience with a DTC or consumer brand is preferred.

Responsibilities

• Find the insight
• Immerse yourself in customer and audience research daily: speaking to customers, reviews, ad comments, surveys, competitor ads and category trends.
• Build and maintain living personas of who buys Mother Root, why they switch, what holds them back and the language they use to describe it.
• Map our category entry points, the moments, moods and occasions when people reach for a drink, and make sure Mother Root is the answer that comes to mind for more of them.
• Spot the angles others miss, from occasion-led storytelling to ingredient-led proof, and turn them into testable creative hypotheses.
• Turn insight into creative that performs
• Generate original concepts, hooks, angles and formats for Meta and YouTube ads that capture attention, answer real customer questions and drive conversion.
• Write sharp, insight-grounded briefs for our Performance Creative Lead, video editors, creators and agency partners, and take accountability for ideas landing as intended.
• Develop creative for every stage of the funnel, from thumb-stopping awareness through to retention and reactivation, keeping brand soul and performance in balance.
• Guide our creator and UGC pipeline, collaborating on scripts, shoot days and content capture so we always have fresh material to work with.
• Learn, iterate, repeat
• Feed the creative testing roadmap with strong hypotheses, working hand in hand with our Growth Marketing Lead to run the testing cadence.
• Analyse creative performance (hook rate, hold rate, CTR, CVR) to understand what's working, why and what to brief next.
• Contribute to our library of creative insights, frameworks and playbooks so wins compound across growth, brand and e-comm.
• Build AI into how the work gets done, using it to speed up research, synthesis and concepting, and turning what works into repeatable processes the wider team can pick up.
• Stay ahead of platform trends and formats on Meta, TikTok and YouTube, and bring the best of them to Mother Root first at the same time as staying original.

Skills

Creative strategy

Performance creative

Direct response

Briefing editors

Paid social metrics

Analytical mindset

DTC experience

Job description

Who we are

Mother Root is the Ginger non-alcoholic aperitif. We harness the power of apple cider vinegar to serve up a dose of good feelings. Our mission is to redefine what it means to drink well and feel good - with drinks that are complex, delicious and rooted in nature. We're on an exciting growth journey, scaling from a £7m brand today towards £50m+ in the years ahead, with 230% year-on-year growth already underway. We're the UK's #1 selling non-alcoholic spirit (and backed by three offers on BBC Dragons' Den along the way), and late last year we launched across the pond where we are picking up momentum. With our small but mighty team, we're building one of the fastest-growing non-alcoholic brands on both sides of the Atlantic, online and in retail. We were recently ranked #3 on 2026's FEBE Growth 100 list of fastest-growing UK businesses and #11 on 2026's Sunday Times 100 list of fastest-growing UK businesses. We're bold, inclusive and ambitious. We value creativity, curiosity and collaboration, and we believe work should be joyful, purposeful and full of flavour.

The Role

Reporting to the Growth Marketing Lead, you'll own the ideas behind Mother Root's paid creative: the insights, angles and hooks that make people stop scrolling and start sipping. You'll know our customer inside out. You'll read the reviews, mine the ad comments and watch the competition, then turn all of it into creative concepts and briefs that win in-feed across the UK and US. You won't own the testing roadmap (that sits with growth) and you won't produce the ads yourself (that's our Performance Creative Lead and editors). You'll own the thinking that fits in the middle: what we say, who we say it to and why it'll work. Your job is to keep the creative engine fed with ideas grounded in real customer insight, so our ads perform without losing brand soul.

What You’ll Do

Find the insight

• Immerse yourself in customer and audience research daily: speaking to customers, reviews, ad comments, surveys, competitor ads and category trends.
• Build and maintain living personas of who buys Mother Root, why they switch, what holds them back and the language they use to describe it.
• Map our category entry points, the moments, moods and occasions when people reach for a drink, and make sure Mother Root is the answer that comes to mind for more of them.
• Spot the angles others miss, from occasion-led storytelling to ingredient-led proof, and turn them into testable creative hypotheses.

Turn insight into creative that performs

• Generate original concepts, hooks, angles and formats for Meta and YouTube ads that capture attention, answer real customer questions and drive conversion.
• Write sharp, insight-grounded briefs for our Performance Creative Lead, video editors, creators and agency partners, and take accountability for ideas landing as intended.
• Develop creative for every stage of the funnel, from thumb-stopping awareness through to retention and reactivation, keeping brand soul and performance in balance.
• Guide our creator and UGC pipeline, collaborating on scripts, shoot days and content capture so we always have fresh material to work with.

Learn, iterate, repeat

• Feed the creative testing roadmap with strong hypotheses, working hand in hand with our Growth Marketing Lead to run the testing cadence.
• Analyse creative performance (hook rate, hold rate, CTR, CVR) to understand what's working, why and what to brief next.
• Contribute to our library of creative insights, frameworks and playbooks so wins compound across growth, brand and e-comm.
• Build AI into how the work gets done, using it to speed up research, synthesis and concepting, and turning what works into repeatable processes the wider team can pick up.
• Stay ahead of platform trends and formats on Meta, TikTok and YouTube, and bring the best of them to Mother Root first at the same time as staying original.

What Success Looks Like (12 Months)

• Creative is a reliable growth lever: a steady flow of new concepts and iterations feeds the testing roadmap every week.
• Our ads are visibly grounded in customer insight, and you can trace winning ads back to the research that sparked them.
• The feedback loop between paid performance and creative output runs like clockwork, with learnings captured and reused rather than lost.
• Briefs are so clear that editors and creators rarely need a second pass to land the idea.
• We've found some breakthrough angles that unlocked a new audience or occasion.

What You’ll Bring

• 2 to 3 years' experience in creative strategy, performance creative or direct response marketing, ideally with a DTC or consumer brand (brand-side or agency). You don't need to have held the exact title of Creative Strategist before, it's the work that counts.
• A proven track record of briefing creative that performs, and the curiosity to understand why it did.
• Fluency in the language of paid social: hooks, angles, formats, iterations and more importantly the metrics that judge them.
• Hands‑on experience briefing editors, creators or agency partners and seeing ideas through to live ads.
• Analytical confidence: you can read the data yourself and know what it can't tell you.

You’ll Thrive Here If You

• Are naturally curious and read the one-star reviews as closely as the five-star ones
• Already use AI in your work and enjoy building the workflows that make it aid quality and output
• Are a storyteller who can hold brand and performance in the same brief or can understand when one needs to outweigh the other
• Are proactive: when a concept fatigues, you've already got the next three angles ready
• Are collaborative: your ideas get better in the room, and you make everyone else's better too
• Are comfortable turning insight into hypotheses into briefs at pace
• Are motivated by building something from the ground up

Benefits & Perks

• Share Options Programme
• Hybrid working: 3 x a week in office (Mon, Tues, Thurs) & 2 from home
• Annual Leave: 25 days per year
• Summer Hours: Early finish Fridays (June-August)
• Work From Anywhere: Up to 2 weeks per year
• Pension: Up to 5% matched contribution
• Cycle Scheme: Bike or Lime/Forest Pass
• Personal Development: £300 annual allowance for approved training
• Wellbeing Support: Access to Spill app & Heka allowance (£40/month) + birthday/work anniversary boosts
• Annual Team Trip: Gastronomical & wellbeing-focused team away trip
• Parental Leave: Competitive maternity/paternity package
• Lots of free Mother Root