Creative Lead

NikahForever; New Delhi; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

NikahForever is seeking a Creative Lead to steer the in-house creative team and build a fast-paced experimentation engine for paid ads across Meta, Google, YouTube and beyond.

You will collaborate closely with Performance Marketing to discover and scale winning creatives, translate customer insights into hooks and concepts, and ensure the creative output drives registrations, paid customers and revenue while maintaining authentic, native ad storytelling.

Qualifications

• 3–6 years of experience in creative strategy, performance creative or direct-response advertising.
• Strong ability to write hooks and advertising concepts.
• Excellent English communication and strong understanding of short-form video formats.

Responsibilities

• Lead NikahForever's creative team to produce paid ad creatives across Meta, Google, YouTube and other channels.
• Develop structured creative testing frameworks and track performance metrics.
• Translate customer insights into compelling creative angles and stories.
• Review and provide actionable feedback on produced creatives.
• Collaborate with Performance Marketing to improve registrations and revenue.

Skills

Creative strategy

Performance creative

Direct-response advertising

Copywriting

Storytelling

Team mentoring

Creative judgment

Education

Bachelor's degree in Marketing/Advertising/Design

Job description

Experience: 3–6 years (ideal: 4–5 years)

About NikahForever

NikahForever is a fast-growing online matchmaking platform with close to 5 million registered users across India and international markets.

We are building a high-velocity creative and growth engine focused on understanding real customer problems, creating compelling performance creatives, testing them rapidly, and using data to continuously improve acquisition and conversion.

We already have an in-house creative team consisting of scriptwriters, video editors, content creators, AI video creators and graphic designers.

We are now looking for a Creative Lead who can lead this team and build a systematic creative experimentation engine.

About the Role

This is not a traditional Creative Director or Social Media Lead role.

We are looking for someone who understands the complete journey:

You will work closely with our Performance Marketing team and lead the creative team responsible for producing paid advertising creatives across Meta, Google, YouTube and other growth channels.

Your primary responsibility will be to help NikahForever consistently discover and scale winning creatives.

Key Responsibilities

• Build and own NikahForever's performance creative strategy..
• Deeply understand different customer personas, motivations, objections and emotional triggers..
• Translate customer insights into creative angles, hooks, scripts and advertising concepts..
• Develop multiple creative hypotheses instead of relying on isolated campaign ideas..
• Identify new creative opportunities through customer reviews, social media comments, Reddit, competitor advertising, support conversations, sales insights and user research..

Performance Creative

• Develop high-performing concepts for Meta, Instagram, YouTube and other paid channels..
• Create and test different hooks, messaging angles, formats, creators and CTAs..
• Build structured creative testing frameworks..
• Work closely with Performance Marketing to understand which creatives are driving registrations, paid customers and revenue..
• Analyze metrics such as CTR, CPI/CAC, CVR, hook rate, watch time, paid conversion and ROAS..
• Diagnose why creatives win or lose and convert those learnings into the next set of experiments..
• Continuously iterate on winning creatives rather than simply producing new content..

Copywriting & Storytelling

• Write and improve high-converting hooks, scripts and creative concepts..
• Ensure advertising feels conversational, authentic and native rather than overly promotional..
• Guide scriptwriters on tone, storytelling, pacing and messaging..
• Develop different approaches including UGC, testimonials, POVs, conversations, stories, interviews, founder-led content, problem-led ads and social-proof creatives..

Creative Production

Lead and provide creative direction to:

• Full-time and freelance scriptwriters.
• Graphic designers.

Create clear production briefs including:

• Creative hypothesis.

Review creatives before launch and provide clear, actionable feedback.

Build a high-velocity testing culture where every creative has a clear hypothesis.

Examples may include testing:

• Testimonials vs storytelling.

The goal should be to consistently generate new winning creative concepts—not simply more content.

What We're Looking For

• 3–6 years of experience in creative strategy, performance creative, direct-response advertising or a related field..
• Ideally 3+ years working closely with paid advertising/performance marketing..
• Strong understanding of Meta advertising creatives..
• Experience creating or strategizing short-form video and UGC advertising..
• Excellent understanding of consumer psychology..
• Exceptional ability to write hooks and advertising concepts..
• Strong direct-response copywriting and storytelling ability..
• Strong understanding of metrics such as CTR, CAC/CPA, CVR and ROAS..
• Experience building structured creative experiments..
• Ability to understand why a creative performed rather than simply identifying winners and losers..
• Strong creative judgment across copy, video, editing, creators and design..
• Experience managing or mentoring creative professionals..
• Ability to work closely with performance marketers and use data without losing creative intuition..
• Strong understanding of current internet, creator and short-form video culture..
• Comfortable working in a fast-moving environment with high creative output..
• Excellent English communication is required.
• Strong Hindi/Hinglish understanding is highly preferred.

Education

A bachelor's degree in Marketing, Advertising, Mass Communication, Psychology, Design, Business, English or a related field is preferred.

However, portfolio, thinking ability and demonstrated results matter significantly more to us than educational pedigree or college brand.

Exceptional candidates from any educational background are encouraged to apply.

What Success Looks Like

Within this role, success would mean:

• More winning creative concepts every month.
• Improved paid conversion and ROAS.
• Faster iteration of winning concepts.
• Greater diversity of creative formats and messages.
• Clear understanding of which customer problems and creative angles work.
• A structured repository of creative learnings.

• A creative team capable of consistently producing high-quality performance advertising.