• Be the owner of performance creatives and act as the main driver of experiments within our paid channels (focus on Meta as a starting point, with TikTok and Google to be followed) • Formulate and develop the creative strategy together with PMM and UAM • Generate, prioritize, and launch creative hypotheses — with a focus on scaling the most successful concepts in terms of CAC, ROI and volumes • Enhance our “test & scale framework”: insight → concept → production → analysis → scaling • Work closely with UGC creators and designers: briefs, storyboards, feedback, and quality control • Analyze creative performance, identify patterns, and turn them into insights for the next iterations • Develop and scale proven creative concepts rather than just “chase new ideas and make creative volumes” • Make key decisions based on user behavior analysis, marketing and product metrics — and take ownership of the results