Hey there,

Are you a data person that’s creative enough to be dangerous? Or a creative that can hack the numbers enough to be dangerous?

If yes to either — you might have the tools needed to be a Creative Strategist.

In our last email, we talked about the need for a translator between media buyers and creatives.

There are other solutions, but I feel very strongly that the best one is to hire a Creative Strategist. We’ve seen that dedicating full-time resources to performance creative becomes most important after 50k/month in ad spend and continues to become more essential as your monthly spend grows.

Here’s why:

Social ad spend hit $247B in 2024, but 35% of marketers are not confident in their ROI from Meta. In other words, advertisers don’t know what the real drivers of their performance are and are wasting billions as a result.

The best leaders at the best companies have taken notice. 

“Making effective creative is not just about following a trendy format or using some hack you saw in a YouTube video. It requires deep thought, strategy, and people who can make tough decisions daily—which is no easy task. The biggest challenge brands face now is finding someone who can do this.”

Dara Denney

Chief Evangelist | Motion

And there’s no single path to this role. You can look internally or hire externally too. Realistically, you just need someone on your team to say “look, I’m going to put on this hat and dedicate myself to understanding what our best ads are and why.”

Now, let me introduce you to Alysha, a Creative Strategy Lead at Kulin:

In short,

• Alysha was a creative responsible for creating ads for the performance team at a DTC company
• She read our guide on Becoming a Creative Strategist and realized that’s what she wants to be when she grows up
• She’s much happier now because she feels like her design has a purpose and creates results

If you’re unsure where to get started — let us help. My team put together this job description that you can use as a jumping-off point for scouting and recruiting.

>> Creative Strategist JD Template

Hope this JD helps you clarify:

1. What exactly a creative strategist looks like
2. Whether you need one on your team or not

In my next email, I’m gonna break down the composition of a winning ad. 

Talk soon,

Reza Khadjavi

Founder & CEO | Motion

reza.khadjavi@motionapp.com

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