maneuver-marketing - Creative Strategist (TikTok)
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Requirements
• 5+ years in DTC creative strategy, performance creative, or growth-focused content development, ideally with meaningful experience on TikTok. • Strong portfolio showcasing short-form content, direct response creative thinking, and an understanding of what makes content perform in-feed. • Deep familiarity with TikTok as a platform, including content trends, creator dynamics, paid creative best practices, and shopping behavior. • Experience developing concepts across both organic and paid social, with strong instincts for platform-native storytelling. • Strong grasp of creative testing methodologies, including how to evaluate and iterate on hooks, formats, messaging, and visual delivery. • Ability to bridge brand, content, and performance thinking — creating work that is engaging, culturally relevant, and conversion-oriented. • A passion for psychology, storytelling, video, design, and consumer behavior that translates into compelling customer-centric creatives. • Proactive engagement with emerging trends, creators, platform changes, and best practices across TikTok and the wider DTC creative ecosystem.
Responsibilities
• DRIVE TIKTOK CHANNEL GROWTH THROUGH CREATIVE STRATEGY • Own the creative strategy for TikTok as a growth channel, identifying how to unlock customer acquisition and conversion through platform-native content. • Develop concepts across organic TikTok, paid TikTok ads, and TikTok Shop to support both awareness and revenue generation. • Translate channel insights into repeatable creative frameworks that can be scaled across products and campaigns. • CONDUCT IN-DEPTH TIKTOK CREATIVE RESEARCH • Dive into TikTok trends, competitor activity, creator formats, comment sections, customer behavior, and platform-native storytelling patterns. • Use TikTok feeds, creator ecosystems, ad libraries, social listening, and other research tools to identify emerging opportunities. • Distil findings into actionable creative angles, hooks, scripts, and briefs that align with our target demographic and business goals. • EXECUTE A STRATEGIC TIKTOK TESTING PROCESS • Build and continuously refine a testing pipeline for TikTok creative, including hooks, formats, concepts, offers, creator styles, and messaging angles. • Partner with internal teams and creators to launch, evaluate, and iterate on new concepts quickly. • Identify winning patterns and scale them through a structured testing approach that balances performance optimization with creative freshness. • CREATE FOR EVERY STAGE OF THE TIKTOK CUSTOMER JOURNEY • Develop TikTok creatives tailored to different stages of the funnel, from awareness and discovery to conversion and purchase intent. • Craft content that matches user mindset across different entry points — such as educational or entertaining content for organic reach, direct response ads for paid acquisition, and conversion-focused assets for TikTok Shop. • Ensure content is both platform-native and strategically aligned to broader brand and product goals. • BUILD ENGAGING, NATIVE, HIGH-CONVERTING CONTENT • Develop ad concepts and organic content built for TikTok’s unique content ecosystem, with strong emphasis on attention, retention, relatability, and action. • Shape concepts that feel authentic to the platform while still delivering clear performance outcomes. • Identify trends, creator behaviors, editing styles, and storytelling devices that can be adapted into high-performing branded content. • SUPPORT TIKTOK SHOP GROWTH • Partner with relevant stakeholders to develop creatives that improve TikTok Shop performance, including product storytelling, offer communication, social proof, and conversion-focused content. • Help shape content that shortens the path from discovery to purchase within the TikTok ecosystem. • Test and refine creative approaches that improve product page engagement, click-through, and sell-through. • OPTIMIZE CONVERSION LEVERS THROUGH CREATIVE • Identify content and funnel bottlenecks specific to TikTok traffic and user behavior. • Improve performance through testing of key creative levers such as hooks, pacing, CTAs, product demonstration, proof elements, creator delivery, and offer framing. • Apply insights rapidly to improve click-through rates, engagement quality, and downstream conversion. • HOW YOU’LL SUCCEED • Consistently develop TikTok creatives that drive strong engagement, click-through rates, hold rates, and conversion performance. • Contribute meaningfully to TikTok becoming a scalable acquisition and growth channel across organic, paid, and TikTok Shop surfaces. • Deliver concepts that combine platform relevance with commercial impact, balancing native storytelling with direct response performance. • Help uncover repeatable creative insights that improve testing velocity, creative hit rate, and overall TikTok efficiency. • Strengthen collaboration between Growth Marketing and Product Marketing by translating TikTok learnings into scalable growth opportunities for the wider business.
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