Creative Head — Performance Marketing

Performance Marketing Creative Head

Location: Mumbai (in-office)

Function: Marketing / Growth

Reports to: Founders

Role Overview

The Performance Marketing Creative Lead owns Earthful's entire performance creative output — 180–200 pieces live every month across video, hook variations, and statics — and leads a team of 8-10 people (writers, editors, and influencer marketing associates) who produce it. You'll work closely with the Growth Manager to translate platform data (Meta, Google, ROAS by product) into a monthly creative plan, then run that plan through concept development, scripting, and production, whether the work is produced in-house or by an agency. This is fundamentally a copywriting-and-strategy-led role, not a visual design or art direction one — you'll be judged on how well your scripts and hooks convert, not on a portfolio's visual polish. You're accountable for both the ROAS, the creative drives and the team & pipeline that produce it.

What You'll Own

Monthly Creative Planning & ROAS Ownership

• Build the monthly creative plan in discussion with the Growth Manager, drawing on performance data from Meta, Google, and product-level ROAS. Research the competitor ads and social media contents, and include the trending USPs in the creative plan.

• Decide which creator personas, products, and USPs get priority for the month, and roughly how much of the plan runs in-house versus through agencies

• Build the plan backward from the ROAS target for creative output — volume (180–200 pieces/month) is a function of that target, not the goal itself

Team Leadership

• Lead and manage a team of 8-10 people — writers, video editors, and influencer marketing associates — who execute the monthly plan

• Allocate work across the team based on individual strengths and the month's priority products/personas

• Build the team's capability in direct-response scriptwriting and hook development through hands-on review and feedback

Concept Development & Scriptwriting

• Closely edit / Personally write (whenever required) ad scripts and hook variations — this role is hands-on with the writing, not just directing others' output

• Develop concepts that mix winning ideas replicated or iterated from previous months' performance with new ideas built for experimentation based on the competitor ads & social media content research

• Ground concepts in competitor insight, current trends, and persona fit, prioritising what performs over what's simply creatively interesting

• Map every concept to the persona × product × USP matrix set in the monthly plan

In-House Script Execution

• Brief writers on approved concepts and run scripts through up to two rounds of feedback before they're shoot-ready

• Personally write hook variations for high-priority concepts

Video & Static Production Oversight

• Hold a weekly check-in with the senior video editor (or directly with editors where needed) to give feedback and keep output on pace for the monthly target

• Run a monthly plan for static creatives, mapped to product, USP, and persona, the same way video is

• Review all static content before it goes live

Agency-Executed Creatives

• Discuss concepts and scripts jointly with agency partners, with the agency owning shoot and edit execution

• Review agency output against the same persona × product × USP matrix and ROAS logic used for in-house work

What We're Looking For

• 5-8 years in performance marketing, with a background rooted in copywriting, content writing, or scriptwriting — this is not a visual design or art direction role, and candidates from a primarily design/art-direction background are not a fit

• Direct, hands-on experience running or closely supporting performance marketing ad campaigns (Meta, Google) — not just producing creative disconnected from the media side

• Experience managing a high-volume creative pipeline (video and/or static), ideally 100+ assets/month, across multiple people or teams

• Proven experience directly managing a team of 5+ people — hiring, developing, and holding them to a quality and output bar

• A portfolio or work sample showing direct-response ad scripts and hooks you personally wrote, not just creative you directed or approved

• Experience working with external creative or production agencies, including holding their output to a defined standard

• Working fluency with AI tools for creative drafting and iteration (scripts, concepts, copy) — Earthful expects AI-assisted drafting across the pipeline, with the judgment to revise AI output before it ships, not use it raw