Senior Director of Performance Creative

ABOUT THRIVE MARKET Thrive Market was founded in 2014 with a mission to make healthy and sustainable living easy and affordable for everyone. As an online, membership-based market, we deliver the highest quality healthy, and sustainable products at member-only prices, while matching every paid membership with a free one for someone in need. Every day, we leverage innovative technology and member-first thinking to help our over 1,700,000+ members find better products, support better brands, and build a better world in the process. We are also a Certified B Corporation, a Public Benefit Corporation, and a Climate Neutral Certified company. Join us as we bring healthy and sustainable living to millions of Americans in the years to come. THE ROLE You own performance creative end-to-end: the strategy, the testing engine, the team, the agency relationships, and the customer journey beyond the ad, across Meta (top channel), TikTok, Google, YouTube, Reddit, and CTV. You Will • Own the creative testing roadmap. Decide what gets made, what gets tested, and how winners get iterated. Build the structured experimentation program across hooks, messages, personas, products, formats, creators, whitelisting and offers, and turn learnings into the next generation of briefs. • Drive creative diversification. Break the program's reliance on a small number of winning ads. Create bigger creative unlocks through diversification of personas, insights, concepts, hooks, and formats, and deliver a more consistent distribution of spend. • Absorb the creative strategist function. Translate customer research, reviews, social listening, competitive intelligence, and performance data into actionable creative opportunities. Write the briefs, develop the concepts, and keep the pipeline full. • Own the agency portfolio. Manage all performance creative agency relationships, including TubeScience today. RFP, identify, onboard, and manage the right external partners over time as the roster evolves. • Own the performance customer journey beyond the ad. Personalized landing pages, LP content and design improvements, and close partnership with UX to build stronger persona-based journeys from ad to landing page to conversion. • Monitor creative fatigue. Track performance deterioration at the creative level and keep a pipeline that replaces winners before they fade. • Lead and inspire the creative team. Lead, mentor, and develop the ~6-person performance creative team, fostering a culture of experimentation, accountability, and continuous learning. • Partner across growth. Work with the Senior Director, Growth on testing priorities and channel strategy, and with Measurement and Analytics on readouts (Northbeam attribution, Haus incrementality), so creative decisions follow data, not opinions. Scope notes • Production budget: Manage a lean, scrappy budget as most content is self-created. A sizeable CTV and YouTube creative budget is managed today by the brand creative director and is expected to move to this leader over time. • Success metrics: LTV:CAC is the primary output metric, supported by better ad-spend distribution, a 20% lift in end-to-end conversion, and efficient CPA as the program scales. Who This Person Is • A hands-on operator. You build the strategy and the operating system, and you stay close enough to the work to spot the insight, develop the concept, read the creative performance data, and iterate. The bar for this leadership team: a phenomenal leader who shows the team what success looks like. Player-coach, not a delegator. • Creative strategist roots. You came up through creative strategy, copy, or design for direct response, with deep Meta and direct-response creative fluency, especially post-Andromeda. You can look at performance dat