Director of Creative Strategy

Director of Creative Strategy (100% Remote | $2,000–$3,000 USD/mo Base + performance bonuses
Job Description
Build and scale a 1,000+ account Meta video ad testing engine for 411 Locals. We need an executive-level growth operator to lead high-volume video strategy, manage videographers, drive high conversion and low CPL campaigns across thousands of US small businesses.
To apply: Email your resume along with creative strategy work samples or case studies demonstrating successful Meta video performance (including CPL metrics, creative testing systems, or campaign results) for US clients to exec.recruitment@us.411locals.com - Subject “Director of Creative Strategy ,Your Name]”.
About the Mission
411 Locals is hiring a Director of Creative Strategy to architect and manage our high-volume Meta Ads video performance engine. We generate direct-response leads for 3,500+ US home service SMBs (HVAC, plumbing, roofing, etc.) and are scaling to 10,000+ accounts.
This is NOT an individual contributor role or corporate brand manager. We are looking for an operational leader who translates market research and audience psychology into actionable production briefs, leads video production teams, and executes data-driven creative testing at scale.
Core Responsibilities
Creative Strategy & Briefing Architecture: Conduct deep customer/competitor research in local home service verticals (e.g., Roofing, Plumbing, HVAC). Translate buyer triggers and objections into actionable videographer creative briefs complete with hooks, scripts, visual shot lists, and CTAs.
High-Volume Production Management: Lead and organize a team of videographers, AI producers, and editors. Build an end-to-end production pipeline (Research ➔ Briefing ➔ Production ➔ Launch ➔ Analysis) to maintain weekly output velocity without bottlenecking quality.
Testing & Iteration Frameworks: Track upper- and lower-funnel KPIs (Hook Rate, Hold Rate, CTR, CPL, CPA). Systematically diagnose losing ad concepts and turn winning videos into 3–5 new variations.
Multi-Industry Scalability: Architect creative systems that can be rapidly adapted and scaled across 20+ home service verticals and thousands of client accounts.
Key Performance Targets
Leads per Customer/Day: Scale average from 0.3 ➔ 2+ leads/day.
Cost Per Lead (CPL): Reduce blended CPL from $15 ➔ Under $10.
Winning Formula Velocity: Discover and scale new winning video frameworks weekly across multiple industries.
Must-Have Qualifications
8+ years in performance marketing, direct-response advertising, or creative strategy.
5+ years managing creative teams, videographers, or video production operations.
Proven Track Record: Demonstrated experience building Meta video ad strategies that materially reduced CPL for direct-response lead generation (local SMB / home services experience strongly preferred).
Data & Systems Mastery: Fluency in analyzing Meta Ads Manager data, managing creative decay, and building repeatable testing frameworks.
Work Conditions & Compensation
Base Salary: $2,000 - $3,000 USD / month base + Performance Bonuses tied directly to CPL reduction and lead volume targets.
Environment: 100% Remote flexibility.
Reporting: Direct to Executive Leadership.
Apply Now to submit your resume and portfolio track record directly.

Work arrangement
No