Creative Strategist

NSTY HOLDING SDN BHD; Petaling Jaya; On-site; MYR 60,000 - 100,000; Full time

Job summary

NSTY Holding Sdn Bhd is seeking a Creative Strategist to own the creative hypothesis, craft testable concepts, and drive learning loops from performance data. You will mine customer signals, develop platform-specific hooks, and produce hypothesis-led briefs across video, creator-led, static and hybrid formats, reporting to the Head of Digital at NSTY Holding HQ in Petaling Jaya, Selangor.

The role emphasizes customer language over corporate copy and requires 2–4+ years in performance creative or

Qualifications

• 2–4+ years of experience in performance creative, direct-response marketing, creative strategy, growth creative, paid-social creative or adjacent roles.
• Demonstrable understanding of Meta and TikTok creative performance.
• Able to interpret ROAS, CPA/CAC, CTR, CPM, hook/thumbstop rate, hold/retention and conversion signals.
• Strong customer and competitor research ability.
• Strong direct-response copywriting and messaging fundamentals.
• Able to develop differentiated angles, concepts, hooks, hypotheses and production-ready briefs.
• Comfortable producing a sustained volume of ideas without lowering strategic quality.
• Able to separate personal creative taste from commercial evidence.
• Highly organised with concept tracking, taxonomy and learning documentation.
• Curious about culture, consumer psychology, content formats, creators and changing platform behaviour.

Responsibilities

• Continuously mine customer feedback across reviews, social comments, and surveys to identify needs, objections, and language.
• Review Meta and TikTok performance metrics and organic response to inform new concepts.
• Translate research and signals into actionable insights and priority messaging by persona.
• Develop net-new concepts across video, creator-led, static and hybrid formats with defined audience and proof.
• Create hooks and scripts using customer language and proof over corporate copy.
• Produce hypothesis-led briefs covering audience, insight, angle, hypothesis, concept, and success criteria.
• Maintain a structured backlog and taxonomy for assets under each concept.
• Review assets before launch to ensure alignment with the original hypothesis.
• Conduct weekly reviews of winners, losers, and inconclusive tests to diagnose drivers.
• When a concept validates, build 3–5 iterations and strong creative families.

Skills

Performance creative

Direct-response marketing

Creative strategy

Paid-social creative

Copywriting

Messaging

Job description

The Creative Strategist is responsible for ensuring the company tests the right creative ideas at sufficient volume and learns systematically from the results. The role combines customer psychology, direct-response thinking, cultural awareness, short-form fluency and performance analysis — moving from raw customer language to a differentiated message, from that message to a testable concept, and from post-launch performance back into the next hypothesis. The Creative Strategist does not primarily make the ads or buy the media: the role owns the creative hypothesis, the quality of the concepts being tested, and the learning loop that turns performance data into the next generation of better creative.

Key responsibilities

• Continuously mine customer reviews, TikTok/Instagram/affiliate comments, WhatsApp and customer-service conversations, Shopee reviews and surveys to identify pain points, desires, objections, triggers and the exact language customers naturally use; monitor competitor ads, content, offers and category patterns
• Review Meta creative performance (spend, ROAS, CPA/CAC, CTR, hook/thumbstop rate, hold/retention, CPM, conversion), TikTok signals (GMV, GMV Max ROI, video GMV, watch behaviour, creator/affiliate performance) and organic response before creating new concepts
• Turn research and performance signals into clear, actionable insights; develop messaging priorities by persona, awareness stage, product and objection; define creative angles as repeatable selling logic
• Develop net-new concepts across video, creator-led, static and hybrid formats, each with a defined audience, insight, angle, hypothesis, message, format and intended commercial job
• Develop platform-appropriate opening hooks and write scripts or structured talking points; use customer language and proof rather than corporate copy
• Produce hypothesis-led briefs covering audience, insight, angle, hypothesis, concept, hook, message/proof, platform detail, non-negotiables, creative freedom and success condition
• Maintain a structured backlog and assign every meaningful asset to a consistent concept, angle, persona, hook and format taxonomy
• Stay close enough to production to catch drift from the original hypothesis early; review important assets before launch so the intended concept can be tested cleanly
• Conduct a structured weekly review of winners, losers and inconclusive tests; diagnose whether the likely driver was angle, hook, message, persona, creator, proof, format, offer or length
• When a concept validates, identify the mechanic to preserve; develop 3–5 logical iterations and build creative families around strong angles

About you

• 2–4+ years of relevant experience in performance creative, direct-response marketing, creative strategy, growth creative, paid-social creative or adjacent roles
• Demonstrable understanding of Meta and TikTok creative performance
• Able to interpret ROAS, CPA/CAC, CTR, CPM, hook/thumbstop rate, hold/retention and conversion signals
• Strong customer and competitor research ability
• Strong direct-response copywriting and messaging fundamentals
• Able to develop differentiated angles, concepts, hooks, hypotheses and production-ready briefs
• Comfortable producing a sustained volume of ideas without lowering strategic quality
• Able to separate personal creative taste from commercial evidence
• Highly organised with concept tracking, taxonomy and learning documentation
• Curious about culture, consumer psychology, content formats, creators and changing platform behaviour

About us

NSTY Holding Sdn Bhd operates in the Digital / Growth / Performance Creative space. The role reports to the Head of Digital and is based at NSTY Holding HQ, Empire City Damansara, Petaling Jaya, Selangor.