Creative Strategist - Performance Marketing

Creative Strategist — Performance Marketing

Location: Lower Parel,Mumbai (in-office)

Earthful is a clean-label, plant-based nutraceutical and wellness brand built for women's health, backed by Fireside Ventures and V3 Ventures. We sell primarily online, which means performance creative isn't a support function here — it's core to how the business grows. This role sits at the centre of that engine, turning what's working (and what's failing) in our ads into a steady stream of video and static creative that moves ROAS in the right direction.

Role Overview

The Creative Strategist owns Earthful's video and static creative pipeline for performance marketing — roughly 100 videos and 30 statics live every month. You'll work closely with the Growth Manager to translate platform data (Meta, Google, ROAS by product) into a monthly creative plan, then carry that plan through concept development, scripting, and editing, whether the work is produced in-house or by an agency. You'll brief writers, review scripts, check in weekly with video editors, and hold agency partners to the same bar as the in-house team. This is a hands-on strategy-and-execution role: you're accountable for both the ROAS the creative drives and the discipline of the pipeline that produces 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.
• 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 (100+ videos/month) is a function of that target, not the goal itself.

Concept Development

• Develop concepts that mix winning ideas replicated or iterated from previous months performance with new ideas built for experimentation — not a fresh slate of 100 concepts every month.
• 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.
• Run scripts through up to two rounds of feedback before they're shoot-ready.

Video Editing 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.

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.

Static Creatives

• Run a separate monthly plan for static creatives (30+/month), mapped to product, USP, and persona the same way video is.
• Review static content before it goes live.

What We're Looking For

• 2-5+ years in performance marketing creative strategy, ideally with D2C experience.
• Experience managing a high-volume creative pipeline (video and/or static) across multiple people or teams.
• Comfort briefing writers, giving structured script feedbacks, and keeping output moving without becoming a bottleneck.
• 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.