Senior Creative Strategist - Paid Social (Meta Ads) at Pavago · KENYA

Senior Creative Strategist (Paid Social | Meta Ads) – Remote | EST Hours

Position Type: Full-Time, Remote Working Hours: EST Business Hours

About the Role

We’re hiring a highly creative and performance-driven Senior Creative Strategist – Paid Social to lead Meta advertising campaigns across multiple brands and accounts.

This is not a traditional media buyer role focused only on dashboards and bid adjustments.

Your biggest strength should be your ability to:

• Create winning ad concepts
• Develop strong hooks and messaging
• Direct UGC and storytelling
• Turn creative ideas into profitable ad campaigns

You will own campaigns from: Idea → Creative Strategy → Launch → Optimization → Scale

while being fully accountable for:

• CPL
• CPA
• ROAS
• Creative performance
• Growth outcomes

If you thrive at the intersection of:

• Performance marketing
• Consumer psychology
• Storytelling
• Paid social creative strategy

This role is a strong fit.

What You’ll Own

Meta Ads Campaign Ownership

• Build, launch, manage, and scale:
  • Facebook Ads
  • Instagram Ads
• Manage multiple client accounts simultaneously
• Handle monthly ad budgets ranging from:
  • $10K
  • $50K
  • $250K+
• Optimize campaigns for:
  • Lead generation
  • E-commerce
  • Customer acquisition
  • ROAS
  • CPA
  • Conversion growth

Creative Strategy (Primary Focus)

This is a creative-first role.

You will:

• Develop original ad angles and campaign concepts
• Create:
  • Hooks
  • Messaging frameworks
  • Positioning strategies
  • Offer narratives
• Write detailed creative briefs for:
  • Video editors
  • Graphic designers
  • UGC creators
• Lead UGC direction including:
  • Scripting
  • Storytelling
  • Creator guidance
  • Emotional framing
• Shape high-converting paid social narratives from scratch
• Continuously test fresh creative concepts and iterations

Performance Optimization

• Monitor campaign performance daily
• Analyze:
  • CPL
  • CPA
  • CTR
  • ROAS
  • Hook rates
  • Watch time
  • Conversion metrics
• Identify winning creatives and scale them aggressively
• Optimize:
  • Audiences
  • Creatives
  • Offers
  • Funnels
  • Landing page alignment
• Improve performance primarily through creative iteration — not just media buying

Creative + Data Feedback Loop

• Use performance data to improve:
  • Messaging
  • Storytelling
  • Offers
  • Emotional triggers
• Understand:
  • Why ads convert
  • Why creatives fail
  • What psychological angles drive performance
• Iterate quickly using data-backed creative insights

Collaboration & Leadership

• Work closely with:
  • Designers
  • Editors
  • Creators
  • Marketing leadership
• Align campaigns with revenue and growth goals
• Operate independently with high ownership
• Drive a strong creative testing culture across accounts

What Makes You a Strong Fit

• You think creatively first and analytically second
• You understand emotional drivers behind conversions
• You proactively bring new ideas and testing angles
• You move fast without sacrificing quality
• You are highly accountable for outcomes
• You thrive in fast-paced growth environments

Required Experience & Skills

• 3+ years running high-level Facebook and Instagram ad campaigns
• Proven experience managing:
  • $10K+/month ad spend
  • Preferably $50K–$250K+ budgets
• Experience managing multiple client accounts simultaneously
• Strong hands-on creative strategy experience including:
  • Ad concepts
  • Creative briefs
  • Storytelling
  • UGC direction
  • Messaging frameworks
• Strong copywriting and hook-writing ability
• Deep understanding of:
  • Meta Ads Manager
  • Facebook Business Suite
  • Pixel tracking
  • Attribution
  • Conversion optimization

Important

Candidates focused only on media buying without strong creative strategy involvement will not be a fit.

What Separates Top Candidates

• Portfolio of winning Meta ad creatives
• Experience scaling successful creatives quickly
• Strong understanding of:
  • Direct-response psychology
  • UGC performance
  • Creative psychology
  • Conversion flows
• Hands-on experience directing:
  • Creators
  • Video concepts
  • Ad scripting
• Experience with:
  • E-commerce brands
  • Lead generation funnels
  • Info products
  • SaaS
  • DTC brands
• AI-assisted creative workflow experience using:
  • ChatGPT
  • Claude
  • AI scripting tools
  • AI concept generation

What a Typical Day Looks Like

• Review ad performance and creative metrics
• Brainstorm and develop new ad angles
• Write creative briefs and hook variations
• Coordinate with editors and designers on ad production
• Launch and optimize Meta campaigns
• Analyze creative winners and losers
• Iterate campaigns based on conversion data
• Test new messaging frameworks and offers

In short: You drive growth by creating and scaling high-performing paid social creatives that consistently convert.

Key Metrics for Success (KPIs)

• Improved CPL, CPA, and ROAS
• Speed of creative testing and iteration
• Performance of ad creatives across accounts
• Scalable campaign growth
• Creative hit rate and winning ad identification
• Consistent account growth and profitability

Why This Role Stands Out

• Creative-first paid social role
• High ownership across strategy and execution
• Opportunity to work on large-budget Meta campaigns
• Strong influence on revenue and growth outcomes
• Fast-paced performance marketing environment
• Freedom to aggressively test creative ideas
• Exposure to scaling brands and multi-account growth

Interview Process

• Initial Phone Screen
• Video Interview with Recruiter
• Client Interview
• Offer & Background Verification

Apply Now

If you:

• Know how to create Meta ads that actually convert
• Understand storytelling and direct-response psychology
• Love testing creative angles
• Thrive owning performance outcomes

This role is a strong fit for creative strategists who combine performance marketing, consumer psychology, and paid social execution to drive measurable growth.