Creative Strategist

NASTY Holding; Petaling Jaya; On-site; MYR 60,000 - 120,000; Full time

Job summary

NASTY Holding seeks a performance creative strategist who blends analytics with bold storytelling across our brands in food, fragrance and fashion. You’ll read reviews, comments, and performance data to build hypotheses, brief concepts, and test ideas that scale.

You’ll own the testing roadmap, ensure tight QA, and translate customer insight into hooks, scripts, and briefs that drive winners. This role sits between customers and ad accounts, shaping the next bets across multiple brands.

Qualifications

• 2–4+ years in performance creative, creative strategy, direct-response, growth or paid-social creative.
• Real fluency in Meta and TikTok creative performance — you can read the metrics and say something useful about them
• Strong customer and competitor research instincts
• Direct-response copywriting and messaging fundamentals
• Volume without dropping strategic quality
• The discipline to separate your taste from the evidence
• Organized: concept tracking, taxonomy, documented learning
• Comfortable working with Creators, Editors, Performance, KOL and Brand
• Curiosity about culture, consumer psychology and platform shifts

Responsibilities

• Lead the full loop: insight, angle, concept, brief, production, test, and learn.
• Conduct customer & market research to uncover pain points and words customers use.
• Analyze performance data to separate creative from offer or landing issues.
• Define messaging by persona and stage; build repeatable angles.
• Develop hooks and scripts for multiple formats.
• Prepare production briefs with all non-negotiables.
• Maintain testing roadmap and QA checks.
• Run weekly winner/loser reviews and diagnose drivers.
• Create winner iterations and creative families.
• Share cross-brand learnings and AI-enabled tooling.
• Translate brand campaigns into feed-native concepts.

Skills

Performance creative

Creative strategy

Data interpretation

Copywriting

Testing pipeline

Stakeholder communication

Job description

We don't need more content. We need someone who decides what we should make, why it should work, and what the numbers taught us — across every brand in the group.

The brands you'll build for

One creative engine, one group, many categories. You'll move between food, fragrance and fashion — which means your angle library gets richer than it ever would inside a single brand.

LOMAK SALAI | PAGI MALAM | NBDY PERFUME | NOSTALGYA | ENDS DISTRIBUTION | NEW LAUNCHES

Why this role exists

• Meta and TikTok give us signal every single day. Signal only becomes money when somebody turns it into a proper creative decision. That's you.
• You sit between the customer and the ad account. You read reviews, comments, DMs and performance data, you find the tension worth talking about, you write the hypothesis, you brief it, and after the test you explain why it won or died — then build the next one from what you learned.
• The job is half analytical, half creative. The output isn't more ideas. It's a better testing pipeline that produces more winners we can actually scale.

Key responsibilities

Research → Insight → Angle → Concept → Hypothesis → Brief → Produce → Test → Analyse → Iterate. Every part of that loop is yours to run.

Customer & market research

• Mine reviews, TikTok and IG comments, WhatsApp and CS conversations, Shopee feedback and affiliate comments for pain points, desires, objections and the exact words customers use. Track competitor ads, creator content, offers and landing pages. Flag what's saturated and where the white space is.

Performance research

• Read ROAS, CPA/CAC, CTR, CPM, hook rate, hold rate and conversion on Meta; GMV, GMV Max ROI, product clicks and creator performance on TikTok. Separate a creative problem from an offer, pricing, landing-page or distribution problem before prescribing creative.

Insight, messaging & angles

• Turn findings into real insights, not generic observations. Set messaging priority by persona, product, awareness stage and objection. Define angles as repeatable selling logic, then build several distinct concepts off the strongest ones before spending production capacity.

Concepts, hooks & scripts

• Develop net-new concepts across video, creator-led, static and hybrid. Every concept carries an audience, insight, angle, hypothesis, message and a commercial job. Write hooks and scripts using customer language and proof — not corporate copy, not generic AI phrasing. Know the difference between a net-new concept and a variant, and label it honestly.

Briefing production

• Audience, insight, angle, hypothesis, concept, hook, proof, platform notes, non-negotiables, creative freedom, and what counts as a pass. Clear enough that a Content Creator, Editor, Designer or KOL can execute without chasing you three times.

Testing roadmap & creative QA

• Keep a live backlog from Approved → Briefed → Production → Testing → Winner / Loser / Inconclusive. Tag everything to a consistent taxonomy. Check in early in production so drift is caught before delivery. Agree the valid-test condition with Performance and TikTok Commerce before launch.

Creative analysis

• Run the weekly winners / losers / inconclusive review. Diagnose whether the driver was angle, hook, message, persona, creator, proof, format, length or offer. Use retention data to find where attention broke. Every result ends in a next action: iterate, scale, revisit, pause, kill or research further.

Winner iteration & creative families

• When something validates, find the mechanic worth protecting and build 3–5 logical iterations. Don't retire a winning angle because the team got bored of it. Build families around proven angles so we hold several usable winners, not one lucky ad.

Cross-brand & cross-platform learning

• Carry what TikTok and affiliate creators prove into Meta, and what Meta proves into creator and organic briefs. Move a validated mechanic from fragrance into food where the customer logic still holds.

Creative Intelligence Library

• Maintain the group's searchable record: personas, customer language, the angle library (proven, fatigued, under-tested), concept history with spend and result, hook and creator patterns. Failed tests get logged too.

AI as a productivity layer

Use AI to speed up review mining, competitor synthesis, tagging, concept expansion, script drafts and reporting, built as repeatable systems. Judgement stays human.

Brand campaign translation

• Turn the big campaign idea from Brand Marketing into feed-native concepts, performance ads, creator briefs and short-form narratives without losing the idea.

What you own

• The hypothesis — why we believe this should work, now
• Customer insight and messaging: personas, pain points, objections, proof, natural language
• Angles and concepts, including how many genuine bets reach market each month
• Hooks, scripts and production-ready briefs
• Test integrity: taxonomy, labelling, success criteria set before launch
• Creative analysis: why it won, why it lost, what happens next
• Winner iteration and creative families
• The Creative Intelligence Library for the whole group

What you don't own

• Being the permanent on-camera face or shooting every video
• Editing every cut or designing every static
• Meta and Google trafficking, bidding, audiences and budget
• TikTok Shop ops, GMV Max ops, LIVE commerce, affiliate recruitment
• KOL contracts, creator relationships, usage-rights admin
• Group brand strategy and the annual campaign calendar
• Landing-page build and tracking deployment

What you show up with

Must have

• 2–4+ years in performance creative, creative strategy, direct-response, growth or paid-social creative
• Real fluency in Meta and TikTok creative performance — you can read the metrics and say something useful about them
• Strong customer and competitor research instincts
• Direct-response copywriting and messaging fundamentals
• Volume without dropping strategic quality
• The discipline to separate your taste from the evidence
• Organized: concept tracking, taxonomy, documented learning
• Comfortable working with Creators, Editors, Performance, KOL and Brand
• Curiosity about culture, consumer psychology and platform shifts

Added advantage

• DTC or e-commerce with meaningful paid budgets
• Meta direct-response creative specifically
• TikTok Shop, GMV Max or creator-led commerce
• Beauty, fragrance, fashion, F&B or FMCG
• Motion, Foreplay or similar creative analytics tools
• Background in buying, copywriting, videography, editing or UGC
• Bahasa Malaysia and English creative writing for local audiences

How success is measured

First 60 days is a baseline period, not a quota. We map current volume, winner thresholds, production speed and data quality with you, then set real targets together.

• Validated concept hit rate (lead KPI) — validated winners over net-new concepts that got a fair test. Internal aspiration 10%+ once volume is steady, always read together with volume.
• Creative testing velocity — genuine concepts reaching a valid test; working benchmark 20–30 a month, scaled to capacity and budget.
• Absolute winners and scaled winners — how many winners the business got, and how many hold their economics as spend rises.
• Brief quality and learning system — insight-driven, executable without rework, and every result becomes reusable learning.
• Performance incentive — monthly scorecard-linked incentive opens after the baseline period, rewarding the full scorecard.