Associate - Performance Creative Strategist

Growthschool; Khordha; On-site; INR 600,000 - 900,000; Full time

Job summary

Growthschool is hiring a Performance Creative Strategist to bridge creative strategy, performance marketing, consumer psychology, and AI-powered workflows. You will turn insights into high-performing static and video ads, owning research, ideation, copy, production direction, and testing.

Role emphasizes data-driven creative decisions, competitor research, and scaleable strategies across multiple platforms. Onsite at Bhubaneswar with a focus on rapid testing and optimization.

Qualifications

• 1–2 years of experience in creative strategy or paid social content, preferably in fast-paced growth environments.
• Strong understanding of conversion copy, buyer psychology, hooks, storytelling, offers, objections, and CTAs.
• Knowledge of paid acquisition, ad platforms, funnels, CAC, CPA, ROAS, and creative performance metrics.
• Ability to write scroll-stopping copy for performance marketing ads across social platforms.

Responsibilities

• Analyse CTR, Hook Rate, CVR, CPA, ROAS, Thumb-Stop Ratio and creative performance.
• Identify winning hooks, angles, formats, messages, visuals, and offers.
• Develop performance-driven concepts, scripts, headlines, and CTAs.
• Direct production: briefs, scripts, storyboards, and visual direction.
• Brief and direct creators, shoots, designers, and editors.
• Own the creative testing roadmap and iterate on winners based on data.
• Leverage AI for research, ideation, copy, scripting, and variations.

Skills

Creative strategy

Performance creative

Paid social content

Conversion copywriting

AI-powered workflows

Job description

Job Summary

As a Performance Creative Strategist, you'll sit at the intersection of creative strategy, performance marketing, consumer psychology, conversion copywriting, production, data, and AI.

This isn't a typical content + ads role. Your job is to understand what makes people stop, engage, believe, and convert and turn those insights into a consistent pipeline of high-performing static and video ads.

You'll own market and competitor research, creative performance analysis, ideation, copy, production direction, and AI-powered creative workflows to continuously improve the speed and quality of testing.

What You'll Do

1. Performance & Creative Data Analysis

• Analyse CTR, Hook Rate, Hold Rate, CVR, CPA, ROAS, Thumb-Stop Ratio, and creative-level performance.
• Identify winning hooks, angles, formats, messages, visuals, and offers.
• Turn performance data into creative insights, hypotheses, and next tests.
• Identify creative fatigue and opportunities to scale winners.

2. Competitor & Customer Research

• Conduct ongoing competitor ad research across Meta, TikTok, YouTube, etc.
• Analyse competitor hooks, angles, offers, messaging, formats, and trends.
• Mine reviews, comments, communities, and social content for pain points, desires, objections, and buying triggers.
• Identify creative whitespace and new opportunities.

3. Creative Strategy, Ideation & Conversion Copywriting

• Develop performance-driven creative concepts, angles, hooks, scripts, headlines, and CTAs.
• Apply direct-response copywriting and buyer psychology.
• Develop concepts across different audiences, funnel stages, and awareness levels.

4. Static, Video & Production Direction

• Develop strategies for static, UGC, testimonial, founder-led, product demo, and video ads.
• Create briefs, scripts, storyboards, and visual direction
• Direct creators, shoots, designers, and editors.

5. Shoot Direction & Creative Production

• Brief and direct UGC creators, influencers, actors, founders, designers, editors, and production teams.
• Provide direction on hooks, delivery, B-roll, product shots, framing, pacing, and visual execution.

6. Creative Testing & Iteration

• Own the creative testing roadmap and prioritise tests based on data and hypotheses.
• Design structured tests across hooks, angles, messaging, formats, visuals, offers, creators, and CTAs.
• Analyse test results and systematically iterate on winners.l

7. AI-Powered Creative Workflows

• Use AI for research, competitor analysis, ideation, copy, scripting, image/video generation, and creative variations.
• Build repeatable AI workflows that increase creative speed, volume, and efficiency.
• Experiment with emerging AI tools/workflows and identify practical applications for creative strategy.

What Were Looking For

• 1-2 years of experience working in creative strategy, performance creative, or paid social content roles (D2C or agency experience preferred), ideally in fast-paced, growth-focused environments.
• Strong understanding of conversion copy, buyer psychology, hooks, storytelling, offers, objections, and CTAs.
• Strong grasp of paid acquisition, ad platforms, funnels, CAC, CPA, ROAS, and creative performance metrics.
• Proven ability to write scroll-stopping copy for performance marketing ads, social media.
• Design sensibility and a sharp eye for detail, ensuring every piece of content aligns with brand voice and visual identity.
• Ability to ideate, storyboard, and script engaging ad concepts, leveraging AI for speed and scale.
• Content research expertise with a knack for spotting cultural moments, trends, and insights that fuel viral campaigns.
• A rare blend of creative + analytical thinking, turning complex data into bold, actionable creative strategies.
• Understanding of platform dynamics across Instagram, YouTube, LinkedIn, Twitter, and emerging social platforms.

Work Location

Bhubaneswar, Onsite

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