Roles

Creative Strategist

The person who decides what your ads say and show — concepts, hooks, angles, scripts. Not the editor; the strategist who generates winning directions at scale.

A creative strategist is the person who decides what your ads say and show — concepts, hooks, angles, scripts, messaging frameworks. They don't typically edit video themselves; they brief editors, UGC creators, and photographers with a clear creative direction and then grade the output against business objectives.

Good creative strategists think in frameworks: AIDA, PAS, problem/solution, testimonial-stack, contrast-before-and-after. They run 8-15 fresh creative tests per week on a scaling account, kill losers fast, and double down on the hook formulas that beat control.

The creative-strategist-to-media-buyer ratio at scale is usually 2:1 or 3:1 — because new creative burns out faster than accounts, and the creative engine is the real moat.

Related terms in Roles
Media Buyer
The person who runs paid advertising day-to-day — structures campaigns, allocates budget, manages audiences, and ships creative tests. The engineer of your traffic.
UGC Creator
A content creator who produces user-generated-style video for brands — vertical, authentic, unscripted-feeling. Typically paid $100-$400 per video.
VA
Virtual Assistant — a remote contractor who handles repetitive operational work (support tickets, order processing, listing data entry). Typically $5-$15/hr.
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