Creative Strategist

Ordinary Folk; Hong Kong; On-site; HKD 420,000 - 640,000; Full time

Job summary

Ordinary Folk is a consumer healthcare company building a better way for people across Asia to manage their health. You will own the brand marketing and creative strategy for a specific brand, condition and market, such as Noah Sexual Health in Hong Kong, turning insights into positioning, campaigns and lifecycle journeys.

You will work in a focused pod with a Content Producer and a Performance Marketer, leading the thinking from hypothesis to testing and learning.

Qualifications

• 4 to 7 years of experience in creative strategy, growth marketing, brand strategy, performance creative or similar.

Responsibilities

• Own Brand & messaging: define how Noah speaks to Hong Kong audiences with local tone and trust.

Skills

Brand strategy

Creative strategy

Growth marketing

Performance creative

Copywriting

Paid media

CAC optimization

English & Cantonese

Autonomy

Tools

Customer.io

Job description

Ordinary Folk is a consumer healthcare company building a better way for people across Asia to manage their health.

Through Noah, our men's health brand, and Zoey, our women's health brand, we have served more than 200,000 patients across Singapore, Hong Kong and Japan. We support people across chronic and recurring conditions including sexual health, hair loss, weight management, hormonal health and fertility.

Too often, getting care for these conditions is fragmented, inconvenient or uncomfortable. We use technology to bring consultations, treatment, pharmacy fulfilment and ongoing support into one connected experience, making it easier for patients to start care, stay on treatment and take better control of their long-term health.

Our ambition is to become the leading consumer healthcare company in Asia. That means building brands people trust, experiences people can navigate and care that continues long after the first consultation.

About the Role

We are looking for a Brand Marketing Strategist who can find the insight, message or idea that makes someone stop, feel understood and take action.

You will own the brand marketing and creative strategy for a specific brand, condition and market, such as Noah Sexual Health in Hong Kong. That means getting close to the patient: how they think, what they are reluctant to say, what has stopped them from seeking care and what might finally earn their trust. You will turn those insights into positioning, campaigns, hooks, scripts, landing pages and lifecycle journeys.

You will work in a focused pod with a Content Producer and a Performance Marketer. You lead the thinking behind the work: who we are speaking to, what we should say and what we should test next. The Content Producer brings those ideas to life, while the Performance Marketer distributes, optimises and scales them. You stay close to both, from the first hypothesis through to what the performance data teaches us.

This is a role for someone who cares about culture, language and human behaviour as much as commercial outcomes. One week, you may be developing a new campaign territory. Next, you may be rewriting a landing page, shaping a video script or working out why a promising idea failed to convert. You will have the freedom to form a point of view, put it into the market and see whether it changes behaviour.

The categories we work in are personal, emotional and often difficult to discuss. That is what makes the work interesting. Your job is not simply to make more advertising. It is to make healthcare feel more understandable, relevant and worth acting on.

What You'll Own

• Brand & messaging: Define how Noah speaks to Hong Kong audiences. Shape positioning, key messages and tone of voice that feel local, human and trustworthy.
• Campaigns & content ideas: Come up with campaign concepts, angles and hooks across social, video and digital. Keep a steady flow of fresh ideas to test.
• Copywriting: Write sharp, natural copy in Traditional Chinese, Cantonese and English for paid social ads, KOL/video scripts, landing pages, emails and CRM messages.
• Creative direction: Write clear briefs and give feedback on design and video. Keep quality high while moving fast.
• Customer understanding: Get close to our patients through reviews, customer service insights, research and search trends. Learn what worries them and what makes them act.
• Learn from results: Work with the Performance Marketer to review what's working, such as clicks and conversions. Use it to decide what to write and test next.
• Customer journey: Improve landing pages and email or CRM journeys so more people start treatment and stay on it.
• Pod Leadership and Learning: Set clear creative priorities and maintain a strong working rhythm with the Content Producer and Performance Marketer. Present insights, decisions and next actions to the Head of Marketing. Share learnings through condition and country guilds

What You Bring

Must-haves:

• 4 to 7 years of experience in creative strategy, growth marketing, brand strategy, performance creative or a role combining these disciplines
• A proven record of turning customer insight into creative work that produced measurable commercial results
• Exceptional copywriting ability across ads, landing pages, scripts and lifecycle messaging
• Strong creative taste and a clear point of view; you can recognise work that is polished but forgettable
• A strong understanding of paid media formats and how creative performs across Meta, Google, YouTube and TikTok
• Commercial fluency across CAC, ROAS, CM3, conversion rates, LTV and cohort performance
• The ability to interpret performance data and turn it into better creative, messaging and customer journeys
• Exceptional written English and Cantonese, and the ability to write naturally for Hong Kong audiences
• Comfort operating with autonomy, pace and ambiguity

Nice-to-haves:

• Experience in healthcare, wellness, DTC or subscription businesses
• Familiarity with Customer.io or a similar lifecycle marketing platform
• Experience managing creative production pipelines
• Understanding of healthcare advertising regulations in Hong Kong or the wider APAC region
• Experience working closely with performance marketing teams
• Experience working in an early-stage company, pod or squad structure

Details

• Location: Hong Kong (on-site)
• Type: Full-time
• Reports to: Head of Marketing
• Compensation: Competitive salary and equity, commensurate with experience