Creative Strategist

Digital Marketing· Petaling Jaya· Contract

We don't need more content. We need someone who decides what we should make, why it should work, and what the numbers taught us — across every brand in the group.

The brands you'll build for

One creative engine, one group, many categories. You'll move between food, fragrance and fashion — which means your angle library gets richer than it ever would inside a single brand.

Why this role exists

Meta and TikTok give us signal every single day. Signal only becomes money when somebody turns it into a proper creative decision. That's you.
You sit between the customer and the ad account. You read reviews, comments, DMs and performance data, you find the tension worth talking about, you write the hypothesis, you brief it, and after the test you explain why it won or died — then build the next one from what you learned.
The job is half analytical, half creative. The output isn't more ideas. It's a better testing pipeline that produces more winners we can actually scale.

Key responsibilities

Research → Insight → Angle → Concept → Hypothesis → Brief → Produce → Test → Analyse → Iterate. Every part of that loop is yours to run.

Customer & market research
Mine reviews, TikTok and IG comments, WhatsApp and CS conversations, Shopee feedback and affiliate comments for pain points, desires, objections and the exact words customers use. Track competitor ads, creator content, offers and landing pages. Flag what's saturated and where the white space is.

Performance research
Read ROAS, CPA/CAC, CTR, CPM, hook rate, hold rate and conversion on Meta; GMV, GMV Max ROI, product clicks and creator performance on TikTok. Separate a creative problem from an offer, pricing, landing-page or distribution problem before prescribing creative.

Insight, messaging & angles
Turn findings into real insights, not generic observations. Set messaging priority by persona, product, awareness stage and objection. Define angles as repeatable selling logic, then build several distinct concepts off the strongest ones before spending production capacity.

Concepts, hooks & scripts
Develop net-new concepts across video, creator-led, static and hybrid. Every concept carries an audience, insight, angle, hypothesis, message and a commercial job. Write hooks and scripts using customer language and proof — not corporate copy, not generic AI phrasing. Know the difference between a net-new concept and a variant, and label it honestly.

Briefing production
Audience, insight, angle, hypothesis, concept, hook, proof, platform notes, non-negotiables, creative freedom, and what counts as a pass. Clear enough that a Content Creator, Editor, Designer or KOL can execute without chasing you three times.

Testing roadmap & creative QA
Keep a live backlog from Approved → Briefed → Production → Testing → Winner / Loser / Inconclusive. Tag everything to a consistent taxonomy. Check in early in production so drift is caught before delivery. Agree the valid-test condition with Performance and TikTok Commerce before launch.

Creative analysis
Run the weekly winners / losers / inconclusive review. Diagnose whether the driver was angle, hook, message, persona, creator, proof, format, length or offer. Use retention data to find where attention broke. Every result ends in a next action: iterate, scale, revisit, pause, kill or research further.

Winner iteration & creative families
When something validates, find the mechanic worth protecting and build 3–5 logical iterations. Don't retire a winning angle because the team got bored of it. Build families around proven angles so we hold several usable winners, not one lucky ad.

Cross-brand & cross-platform learning
Carry what TikTok and affiliate creators prove into Meta, and what Meta proves into creator and organic briefs. Move a validated mechanic from fragrance into food where the customer logic still holds.

Creative Intelligence Library
Maintain the group's searchable record: personas, customer language, the angle library (proven, fatigued, under-tested), concept history with spend and result, hook and creator patterns. Failed tests get logged too.

AI as a productivity layer
Use AI to speed up review mining, competitor synthesis, tagging, concept expansion, script drafts and reporting, built as repeatable systems. Judgement stays human.

Brand campaign translation
Turn the big campaign idea from Brand Marketing into feed-native concepts, performance ads, creator briefs and short-form narratives without losing the idea.

What you own

The hypothesis — why we believe this should work, now

Customer insight and messaging: personas, pain points, objections, proof, natural language

Angles and concepts, including how many genuine bets reach market each month

Hooks, scripts and production-ready briefs

Test integrity: taxonomy, labelling, success criteria set before launch

Creative analysis: why it won, why it lost, what happens next

Winner iteration and creative families

The Creative Intelligence Library for the whole group

What you don't own

Being the permanent on-camera face or shooting every video

Editing every cut or designing every static

Meta and Google trafficking, bidding, audiences and budget

TikTok Shop ops, GMV Max ops, LIVE commerce, affiliate recruitment

KOL contracts, creator relationships, usage-rights admin

Group brand strategy and the annual campaign calendar

Landing-page build and tracking deployment

What you show up with

Must have

2–4+ years in performance creative, creative strategy, direct-response, growth or paid-social creative

Real fluency in Meta and TikTok creative performance — you can read the metrics and say something useful about them

Strong customer and competitor research instincts

Direct-response copywriting and messaging fundamentals

Volume without dropping strategic quality

The discipline to separate your taste from the evidence

Organized: concept tracking, taxonomy, documented learning

Comfortable working with Creators, Editors, Performance, KOL and Brand

Curiosity about culture, consumer psychology and platform shifts

Added advantage

DTC or e-commerce with meaningful paid budgets

Meta direct-response creative specifically

TikTok Shop, GMV Max or creator-led commerce

Beauty, fragrance, fashion, F&B or FMCG

Motion, Foreplay or similar creative analytics tools

Background in buying, copywriting, videography, editing or UGC

Bahasa Malaysia and English creative writing for local audiences

How success is measured

First 60 days is a baseline period, not a quota. We map current volume, winner thresholds, production speed and data quality with you, then set real targets together.

Validated concept hit rate (lead KPI) — validated winners over net-new concepts that got a fair test. Internal aspiration 10%+ once volume is steady, always read together with volume.

Creative testing velocity — genuine concepts reaching a valid test; working benchmark 20–30 a month, scaled to capacity and budget.

Absolute winners and scaled winners — how many winners the business got, and how many hold their economics as spend rises.

Brief quality and learning system — insight-driven, executable without rework, and every result becomes reusable learning.

Performance incentive — monthly scorecard-linked incentive opens after the baseline period, rewarding the full scorecard.

How to apply

Portfolios are welcome, but evidence wins. Send us:

3–5 concepts you personally strategized that ran with meaningful paid spend — the insight, the angle, the hypothesis before launch, the spend, and the ROAS / CPA / ROI it delivered.

How many net-new concepts you typically tested per month, your rough hit rate, and how a winner was defined.

One concept that looked great creatively and failed commercially, and what you took from it.

One case where a bad result wasn't actually a creative problem.

What you owned versus the buyer, creator, editor or designer.

Shortlisted candidates get a practical exercise: one real product, real reviews, competitor examples and anonymized performance data. You'll pull insights, build angles and concepts, write one full brief, and tell us what to iterate, stop or research next.

Apply for this role

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Cover note

A few questions for this role

Do you have the legal right to work in Malaysia? *

This role is based on-site in Petaling Jaya. Are you able to work on-site? *

How many years have you worked in performance creative, creative strategy, direct-response or paid-social creative?

Which platforms have you personally built performance creative for?

Have you worked on creative that ran with paid media spend behind it (not organic content only)?

This role is offered as a 6 / 12 months contract, renewable and convertible to permanent based on performance. Are you comfortable with this?

Can you share 3–5 concepts you personally strategised, including the spend and the commercial result?

Current fixed salary including allowances and variable pay, if any (RM per month, and what it's for)

Expected monthly basic salary (RM)

Is your expected salary negotiable if a performance incentive is attached?

Notice period with your current employer in weeks

Are you currently holding any other active offer or in final-stage interviews?