Direct Response Creative Strategist & Copywriter – Meta Ads / DTC Health & Supplements

Job Description
We are an e-commerce company selling health and wellness products primarily in the German-speaking European market (Germany, Austria and Switzerland).
We are looking for a Direct Response Creative Strategist & Copywriter who can help us continuously develop new advertising angles, hooks, concepts and copy for Meta/Facebook Ads.
This is not simply a copywriting position and it is not a video editing position.
We are looking for someone who understands how to research a market, analyze competitors, develop advertising hypotheses, turn those hypotheses into creatives and copy, and use advertising performance data to d ---------- what should be tested next.
You will work closely with our Media Buyers and creative production team.
Your Main Responsibilities
You will be responsible for:

• Researching competitors using Meta Ad Library, competitor funnels, landing pages and other sources
• Identifying customer pain points, desires, objections and levels of awareness
• Identifying promising advertising angles and hooks
• Developing new direct-response creative concepts for Meta Ads
• Writing Meta/Facebook ad copy, including both short and long-form copy
• Writing hooks, headlines, scripts and creative briefs
• Providing clear instructions to video editors/designers on what should be produced
• Analyzing creative performance together with Media Buyers
• Understanding metrics such as CTR, CPC, CPM, CPA, ROAS and conversion behavior
• Identifying why certain creatives may be winning or losing
• Developing new variations based on advertising data
• Building a continuous creative testing and iteration process

The goal is not simply to produce more ads.
The goal is to continuously answer:
What should we test next — and why?
Example Workflow
A typical workflow may look like this:
Competitor & Market Research → Customer Insight → Advertising Angle → Hook → Creative Concept → Copy/Script → Creative Brief → Production → Meta Ads Testing → Data Analysis → Next Iteration
For example, after a Media Buyer tests several creatives, you should be able to analyze the results and say:

• Which hooks or angles appear promising
• Which concepts should be stopped
• Which elements should be kept
• What new variations should be produced
• What completely new angles should be tested
• Why you are recommending those tests

You are not required to professionally edit every video or design every image yourself.
However, you must be able to clearly communicate what the creative production team should make.
What We Are Looking For
You should have experience with some or all of the following:

• Direct Response Marketing
• Meta / Facebook advertising creatives
• DTC / E-commerce
• Creative Strategy
• Competitor Research
• Direct Response Copywriting
• Advertorials
• VSL concepts/scripts
• UGC-style advertising
• Long-form Facebook ad copy
• Creative testing and iteration
• Performance marketing data

Experience with health, wellness or supplement products is highly preferred.
Experience marketing to 45+ audiences is also valuable.
Experience in the German market is a plus, but not mandatory.
You do not necessarily need to speak native German. We can support translation/localization. What matters most is your ability to develop strong direct-response marketing ideas and strategy.
This Position Is NOT For You If:

• You only wait for someone else to tell you what ads to make
• You only collect competitor ads without analyzing why they may work
• You can write copy but cannot explain the marketing angle behind it
• You only create attractive designs without understanding conversion
• You rely entirely on AI to generate generic hooks and copy
• You cannot turn advertising data into new testing ideas
• You expect the Media Buyer or manager to provide every creative concept

We want someone who can think independently and contribute ideas, not simply execute instructions.
How We Evaluate Creative Strategy
We do not expect you to predict which creative will definitely become a winner.
Nobody can guarantee that.
Instead, we expect you to develop reasonable hypotheses, test them, learn from the data, and continuously improve the next round of creatives.
A failed creative is acceptable.
A failed creative that produces no learning and no next hypothesis is not.
Tools / Platforms
Experience with the following is helpful:

• Meta Ad Library
• Facebook / Instagram Ads
• Shopify
• Funnelish or similar funnel builders
• Google Drive / Google Sheets
• Slack
• AI tools for research and workflow assistance

Working With AI
We are comfortable with AI being used as a tool for research, brainstorming, analysis and workflow improvement.
However, we are not looking for someone whose entire creative strategy is simply copying prompts into ChatGPT and submitting the output.
You must be able to explain the reasoning behind your angles, hooks, copy and creative recommendations.
Application Instructions
Please include the following when applying:
1. Briefly describe your experience with Direct Response Creative Strategy.
2. What types of e-commerce products or niches have you worked with?
3. Have you worked with health, wellness or supplement products?
4. Please provide examples of Meta/Facebook ads, copy, scripts, creative briefs or campaigns you have worked on.
5. Explain one advertising creative that performed well for you. Why do you think it worked?
6. Explain one creative that failed. What did you learn from it and what did you test next?
7. How do you research competitors before developing new advertising angles?
8. If 5 creatives all fail in the first round of testing, how would you d ---------- what to test next?
9. How do you use Meta Ads performance data when developing the next batch of creatives?
10. Please start your application with the words “CREATIVE TESTING” so we know you read the complete job description.
Applications that do not answer these questions may not be considered.
Hiring Process
Shortlisted candidates may be asked to complete a small paid practical test.
The test may include:
Product + Competitor Information + Existing Ads + Basic Performance Data
You may then be asked to provide:
Competitor Analysis → Customer Insights → Advertising Angles → Hooks → Creative Concepts → Copy → Creative Briefs → Next Testing Plan
We care more about how you think than how impressive your resume sounds.
Position
Remote
Potential for a long-term position if there is a strong fit.
Compensation will depend on experience, ability and the working arrangement.