Creative Strategist – Mother Root

Inside Out Awards Ltd; Greater London; Hybrid; GBP 42,000 - 62,000; Full time

Benefits offered by this job

Share Options Programme

Hybrid working: 3 x a week in office (

Annual Leave: 25 days per year

Summer Hours: Early finish Fridays

Work From Anywhere: Up to 2 weeks per年

Pension: Up to 5% matched contribution

Cycle Scheme

Personal Development: £300 annual

Wellbeing Support: Spill app & Heka

Annual Team Trip

Parental Leave

Lots of free Mother Root

Job summary

Mother Root is hiring a Creative Strategist to own paid creative across UK and US, grounded in customer insight. You’ll translate reviews, ad comments and personas into testable concepts and briefs that win in-feed.

With 2–3 years in creative strategy or performance marketing, you’ll brief editors and creators, shape formats for Meta, YouTube and TikTok, and feed the testing roadmap with strong hypotheses in a hybrid working setup.

Qualifications

• 2–3 years' experience in creative strategy or performance marketing.
• Experience briefing editors, creators or agency partners.
• Fluency in paid social metrics and hooks.

Responsibilities

• Find the insight from customer and audience research daily.
• Turn insight into testable creative hypotheses.
• Generate original concepts and briefs for Meta and YouTube ads.
• Develop creative for every stage of the funnel, from awareness to retention.
• Guide our creator and UGC pipeline to keep fresh material.

Skills

Creative strategy

Performance creative

Direct response

Paid social

Analytics

Storytelling

Collaboration

Job description

Who we are

Mother Root is the fiery 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 the evening ritual of drinking well and feeling good, with drinks that are complex, delicious and rooted in nature.

We're the UK\'s fastest growing drinks brand and the number one non-alcoholic spirit. We were a £7m business last year and we\'re on track for more than £20m this year. Next we\'re accelerating that growth, and becoming one of the leading non-alcoholic brands in the US as well as the UK. Small but mighty team, big category, plenty still to build.

We're building a team where ambitious people do the best work of their careers, supporting each other and making something they truly believe in. 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