Performance Creative Lead (New York)
About the job We’re looking for someone who leads creative for performance — and still makes the work. You concept, design, script, and ship ads that sell the Orion Sleep System, then read the data and make the next one win. You know what converts. You kill what doesn’t. You stay close to what’s working in short-form and paid social, and you move fast. You think viral and engaging content just as much as polished editorial. This is not a briefing role. You set direction, you design, you guide our designer and creators, and you put work in market. You’ll work with our growth lead (who owns Sleep System media). Our agency runs creative for the Sleep Test. You own the Sleep System. About the role You own the full creative loop for selling the Sleep System: customer psychology → format research → concept → design/script → shoot or source → edit → performance read → next iteration. You can be on camera, behind the camera, and in the dashboard. You turn insight and proven formats into ads that ship — then you decide whether to kill, iterate, or scale. What you’ll own Make the work. Concept, design, script, shoot, and edit short-form and paid creative every week (Reels, TikTok, Meta). Hypothesis to shippable asset fast — not a two-week deck cycle. Comfortable on camera when that’s the right test; equally able to cut creator footage into ads we can spend against. Lead creative development for performance. Own the Sleep System visual and narrative system: hooks, angles, personas, objections, and what a premium ~$2,300 product looks like in 15 seconds. Design the ads. Concept from psychology and format, not a vibe. Every piece ties to a specific hook, angle, persona, fear, desire, objection, or format insight. You can say out loud who it’s for, why it should matter to them, and what you expect it to do to ROAS. Own the language. Pull from reviews, support, Reddit, and sales conversations. Build the language bank you script from. Hooks come from how customers actually talk. Hunt formats that are working. Stay close to TikTok, Reels, YouTube Shorts, and Meta ads. Build a read on which hooks, structures, edits, and story arcs are getting traction — then bring the strongest ones into the testing roadmap the same week. Test new formats first. When a format looks promising, don’t wait for a perfect brief. Adapt it to Orion, ship a clean version, read the result, and decide: kill, iterate, or scale. Read your own performance. Pull the dashboard weekly. Separate winners from losers. Know CTR, CPA, ROAS, hook rate, hold rate — and translate that into next week’s concepts. Losers get killed fast. Winners get versioned. Run the iteration flywheel. Double down on winning hooks, kill losers, and document what scaled so the next creator ramps faster. Co-own the roadmap. Plan the next 4 weeks of Sleep System tests with growth. Back your priorities with data, not taste alone. Experience What we’re looking for: 4 years making performance creative at a DTC or growth-stage company — or a portfolio that proves you can produce volume at quality and lead others You’ve designed and shipped paid social ads, not only organic creator content At least one concept or ad that scaled to meaningful paid spend — and you can walk through exactly why it worked At least one round of structured customer research feeding your creative Experience translating customer psychology into hooks, angles, and scripts that drove performance You’ve directed a designer, editor, or creator bench without becoming a bottleneck High-AOV or considered-purchase DTC (hardware, home, sleep, or similar) Skills Concept, design, script, shoot, and edit short-form / paid video end-to-end Hands-on in Figma and/or motion, plus CapCut, Premiere, After Effects, or equivalent Read paid social data fluently (CTR, CPA, ROAS, hook rate, hold rate) and turn it into the next concept Mine customer language and turn it into hooks that stop the scroll Understand customer psychology: pains, desires, objections, motivations, belief gaps Strong format taste — you spot high-performing structures before they’re obvious internally You know the difference between a surface-level insight and a true buying trigger You can brief a designer and a creator so the work ships without a second translation from growth Mindset High-output maker who wants to ship and develop fast Always watching what formats are working, saving examples, pattern-matching what’s breaking through, and bringing fresh tests to the team Comfortable putting your work in market quickly and being wrong in public, then killing it Hard-working. No preciousness. The account is the editor-in-chief About Orion Sleep Orion Sleep is a direct-to-consumer sleep company. We sell a Sleep Test that shows what’s disrupting your night, and a Sleep System that cools and heats the bed and uses your data to get temperature right through the night. The Sleep System is the product we’re hiring you to sell. We’re building the performance creative engine for that product in-house: fast loops, high standards, and work that has to earn its spend.
