About the Role
Forbes Advisor is hiring a Creative Strategist to develop and scale direct-response advertising across paid social for our consumer health categories, including weight loss and GLP-1s, telehealth, and hair loss, among others.
The role reports to the Creative Director of the health vertical and works closely with Editors, the production team, and our growth and media teams. You take an idea from research and angle through script, hook, and visual direction, and you execute it. That means directing talent on set or remotely, briefing Editors and creators, and giving creative notes through final delivery. A production team supports you with logistics and casting. When results come in, you read them and turn them into the next round.
You are a direct-response thinker with real creative taste. You can write a script that converts and direct a creator to deliver it. You know why an ad worked, not just that it did, and you use that to build the next winner. You understand hooks, awareness levels, objections, mechanisms, offers, and proof, and you know what feels native on Meta and TikTok.
We produce from three content sources: in-person shoots, remote UGC, and AI-generated video. You will concept for all three. We are a human-led shop that uses AI to work faster without lowering the bar. AI fluency is a baseline expectation, not a bonus.
These are regulated health categories. You will write to platform and legal guidelines from the start, not after the fact.
Responsibilities
•Deliver at least 2 net-new concepts a week across video and statics. Each includes a distinct strategic angle with supporting research, hooks and scripts or copy, visual direction and references, production and editing instructions, and recommended variations for testing.
•Optimize existing creative every week. Use performance data to build iterations on winners, such as new hooks, angles, formats, and static variations, and retire what has stopped working.
•Own each concept end to end through the pipeline, from idea through final delivery, including directing talent and creators on set and remotely.
•Research audiences, competitors, customer reviews, and cultural conversations to find new angles.
•Write scripts, hooks, headlines, CTAs, and ad copy for different formats and stages of customer awareness.
•Brief Editors, the production team, and creators, and give specific, constructive creative notes through final delivery. Align with the Creative Director on concepts and direction.
•Analyze creative performance to find winning concepts, messaging, hooks, and formats, and turn those learnings into iterations and new tests.
•Partner with growth and media teams so creative work lines up with business goals.
•Use AI tools for research, ideation, scripting, visualization, and production, and know where they help and where they don't.
•Make sure concepts meet legal, platform, and brand guidelines before production.
•Help build repeatable processes that raise testing velocity and output.
Requirements
•A portfolio of 3–5 direct-response examples you personally developed, concepted, or wrote, preferably video, with a clear account of your individual contribution.
•Measurable results behind that work (ROAS, CPA, CAC, CTR, conversion rate, or spend scaled), and examples of iterations you built from performance insights.
•3+ years in direct-response creative strategy for paid social.
•Strong direct-response fundamentals: hooks, consumer psychology, awareness levels, objections, mechanisms, offers, and proof.
•Exceptional copywriting across formats and audiences.
•Strong visual taste: composition, styling, pacing, editing, and social-first creative, in video and statics.
•Experience directing talent and UGC creators, including remotely.
•Experience handing work to editors, creators, and a production team with briefs and notes they can act on.
•Ability to read performance metrics and use them to inform creative decisions.
•Comfort with AI tools and a point of view on where they help.
•Comfort working at high volume and pace, managing creative end to end through a pipeline, and shipping many concepts, variations, and optimizations a week without dropping the bar.
•A self-starter who is comfortable in a fast, start-up style environment.
Strong Pulses
•Performance creative in weight loss and GLP-1s, telehealth, peptides, or hair loss.
•Experience navigating advertising compliance in regulated health categories.
•Journalism or documentary-style storytelling in addition to UGC.
•Experience concepting for AI-generated video.
