CREATIVE HUB

Senior Creative Strategist | Building A Unified Brand & Performance Creative Strategy

At Loop Earplugs, I operated as a Senior Creative Strategist within the performance marketing organisation, partnering closely with Performance Creative Teams, such as Paid Social, Influencer Marketing, CRM, Expansion and Brand teams to scale and unify the brand’s global performance creative ecosystem.

My role focused on developing and operationalising a performance-led creative roadmap aligned to the wider marketing calendar, ensuring consistency across acquisition, retention, seasonal campaigns, and product launches while maintaining alignment between growth marketing and the wider brand organisation.

Working across a multidisciplinary team of junior creative strategists, UGC specialists, designers, editors, and AI creative specialists, I helped establish a more integrated creative process that connected audience insights, creative testing, and campaign execution across channels.

Key responsibilities included:

• leading performance creative strategy across paid social and digital acquisition channels

• developing scalable creative testing frameworks and iterative learning systems for core markets and expansion markets (US, Japan, Spain)

• translating marketing priorities into channel-specific creative concepts and production pipelines

• aligning performance creative outputs with broader brand positioning and campaign narratives

• directing junior creative strategists, ugc specialists and designers

• partnering with marketing leadership to prioritise creative opportunities based on business goals and performance insights

• integrating AI-assisted workflows into creative ideation and streamlining the team’s creative production processes to increase creative velocity and experimentation capacity

• developing a 2025 creative testing roadmap designed to increase the quality and success rate of our performance ads and digital brand campaigns

• leading creative review sessions with internal and external creative teams

• integrating creative strategy became fully into the wider in-house creative studio team

• concepting 500+ high-performing paid social ads in H1 2025 that achieved 30% increase in ROAS

This work contributed to a more cohesive and insight-driven creative operation, enabling faster iteration, stronger alignment between brand and growth teams, and more strategically coordinated campaign execution across the customer journey.