UGC Creative Strategist

Proictus; Bengaluru; On-site; INR 600,000 - 900,000; Full time

Job summary

Proictus is seeking an UGC Creative Strategist in Bengaluru to sit at the center of a creator-led content system. You will research brands, products, customers and platform behavior to develop creative hypotheses and translate them into UGC concepts, scripts and creator briefs.

You will collaborate with creators and production teams to bring ideas to life, then work with performance teams to analyze what worked and what to test next. Fluency in Hindi and English is required.

Qualifications

• Deep understanding of internet-native content and consumer behaviour.
• Ability to research and translate consumer insights into creative briefs.
• Fluency in Hindi and English, both written and spoken.

Responsibilities

• Find insights from product, category, competitors and platforms to generate creative opportunities.
• Develop creative angles including consumer problems, product truths, benefits and use cases.
• Build hooks and concepts; craft multiple routes for each angle, avoiding mere repetition of formats.
• Write UGC scripts for 15–60 second performances and creator briefs with clear objectives, audience, insight, hook and CTA.
• Review creator submissions for hooks, product moments, and opportunities for variations.
• Learn from performance data (watch time, CTR, engagement) to inform next tests and iterations.

Skills

Understanding people & platforms

Persuasion & consumer insight

Research brands & customers

Creative ideation & angles

Hindi & English fluency

Job description

755 is built for a world where brands need to create more content, for more audiences, across more platforms without treating every piece of content like a traditional advertising campaign.

We work at the intersection of creative, creators, culture and performance.

Our UGC practice is focused on building creator-led content systems that help brands communicate naturally, test rapidly and learn continuously.

We're looking for a UGC Creative Strategist who can sit at the centre of that system.

Someone who understands people, platforms and persuasion and can turn those insights into creator content that actually works.

Role

• This is not a social media copywriting role.
• And it isn’t simply about writing scripts for influencers.
• As a UGC Creative Strategist, you will be responsible for figuring out what we should say, who should say it, how they should say it, and why someone should care.
• You will research brands, products, customers, competitors and platform behaviour to develop creative hypotheses and translate them into UGC concepts, scripts and creator briefs.
• You will then work with creators and production teams to bring those ideas to life and with performance teams to understand what worked, what didn’t, and what we should test next.
• The job is ultimately about building a repeatable creative learning loop:

What you will do?

Find the Insight

Before writing anything, understand the problem.

You will:

• Understand the product, category and competitive landscape.
• Study customer reviews, comments, Reddit threads, marketplaces, social conversations and other sources of consumer language.
• Identify customer pain points, motivations, objections, anxieties and purchase triggers.
• Analyse competitor advertising and creator content.
• Identify emerging formats, behaviours and cultural conversations across Instagram, YouTube and other relevant platforms.
• Turn research into clear creative opportunities.

Develop Creative Angles

You will develop:

• Consumer problems
• Product truths
• Benefits and RTBs
• Emotional motivations
• Use cases
• Comparisons
• Demonstrations
• Cultural and contextual angles

Build Hooks & Concepts

• You should understand that the first few seconds can determine whether the rest of the content gets watched at all.
• You will develop multiple hooks and creative routes around each strategic angle.
• These could include:
• Pattern interrupts.Questions.Confessions.Contrarian opinions.Product demonstrations. Problem → solution narratives. POVs. Reviews. Stories. Challenges. Before/after structures. Native platform formats. And occasionally something we haven't seen before.
• We don't want someone who simply copies trending formats.
• We want someone who understands why a format works and knows when to use it.

Write UGC Scripts

You should be comfortable writing:

• 15-60 second performance ads
• Organic-style UGC
• Problem/solution videos
• Founder/expert-led content
• Creator storytelling
• Direct-response ads
• Multiple hook and CTA variations

Brief Creators

You will create creator briefs that clearly communicate:

• The objective
• The audience
• The insight
• The angle
• The hook
• The narrative
• Product information
• Mandatory messaging
• B-roll requirements
• References
• Dos and don'ts
• CTA

You will work with creators to ensure they understand the idea without making every creator sound like the same person.

Review & Improve Content

Your responsibility doesn't end when the script is approved.

You will review creator submissions and identify:

• Weak hooks
• Missing product moments
• Unnecessary exposition
• Opportunities for additional variations

Learn From Performance

You will work closely with performance teams to understand signals such as:

• Thumb-stop / hook performance
• Watch time and retention
• CTR
• Engagement
• Conversion
• CPA / CAC
• ROAS
• Creative fatigue

But we don't expect you to become a media buyer.

We expect you to ask:

Why did this creative work?

And more importantly:

What should we make next because of it?

What We're Looking For

We care more about how you think than the title you've previously held.

You could come from:

• Performance creative
• Copywriting
• Social media
• Creator marketing
• Influencer marketing
• Advertising
• D2C / ecommerce

But you should have a strong understanding of internet-native content and consumer behaviour.

You should be someone who:

• Can spend an hour researching before writing a single line.
• Understands the difference between an insight and an observation.
• Can generate 10 genuinely different angles instead of rewriting the same idea 10 times.
• Is fluent in both Hindi and English, with the ability to write and speak naturally in both languages.
• Writes dialogue that sounds like something a human being would actually say.
• Understands how Instagram, YouTube and creator ecosystems behave.
• Can distinguish between content designed for entertainment and content designed to persuade.
• Is comfortable looking at performance data.
• Can take feedback without becoming precious about an idea.
• Is naturally curious about brands, advertising, creators and internet culture.
• Consumes an unreasonable amount of content and can explain why something caught their attention.