Job Title: Head of Brand and Creative Performance Reports to Founder Key Stakeholders: Marketing team, SMT, Product, Paid Media and the wider business Role Summary The Head of Brand & Creative Performance is responsible for owning and scaling LullaBellz's Creative Flywheel, delivering a consistent, high-volume pipeline of on-brand, performance-driven creative that fuels efficient growth.
This role exists to build and operate an always-on creative engine, managing the full lifecycle of creative output from concept, testing and production through to iteration and launch.
This is a high-impact, highly accountable role with a direct influence on cost per acquisition (CPA), creative performance, and our ability to scale paid spend confidently. Key Responsibilities Creative Flywheel
Own the end-to-end Creative Flywheel.
Be fully accountable for monthly creative output targets of 200+ new ads per month across formats and platforms.
Ensure creative quality, freshness, and brand consistency across the website, paid media, organic social, and all customer touchpoints.
Build and maintain a clear creative testing roadmap.
Translate performance insights into rapid creative iteration and output.
Performance & Growth Impact
Feed a consistent pipeline of high-quality creative inputs into paid media to improve efficiency and reduce CPA.
Work closely with paid media to understand performance signals and translate insights into rapid creative iteration.
Track, analyse, and improve creative success rates.
This role manages and coordinates creative execution across internal and external resources. Setting clear briefs, expectations and ensuring team capacity is aligned to creative demand.
This role does not manage paid media budgets or channel spend but is accountable for enabling paid media performance through high-quality creative delivery.
Campaigns & Brand
Plan and lead quarterly brand and ad campaign shoots to refresh core creative and support brand moments.
Ensure all creative supports both customer acquisition and repeat purchase goals.
Once the flywheel is established, collaborate with marketing to build and execute the annual brand and trading calendar.
Ensure launches, promotions, and brand moments are fully resourced and creatively aligned and executed to a high standard.
Team Structure & Leadership
This role will initially operate with a lean execution team and is expected to lead output effectively within this structure. The Head of Brand & Creative is expected to prioritise, structure workflows, and maintain creative momentum during this phased team build.
This role holds end-to-end ownership of creative strategy and execution, with autonomy to make day-to-day creative decisions within the agreed brand framework.
What Does Success Look Like
200+ new ads live per month
~20% creative success rate
Noticeably improved creative freshness across channels
Reduced CPA driven by stronger creative performance
A scalable creative system that enables increased ad spend with confidence
A proven engine that supports hitting and exceeding end of year DTC growth targets
First 90 Days Focus
Establish Creative Flywheel workflows, cadence, and ownership
Deliver consistent weekly creative volume across core formats
Implement and begin iterating against the creative testing roadmap
Demonstrate measurable improvements in creative freshness and performance inputs
Skills & Experience
Proven experience building and operating high-volume, performance-driven creative systems within DTC or ecommerce environments
Strong understanding of paid social creative best practices and testing frameworks
Experience working with high creative volumes and fast iteration cycles
Ability to turn a single asset into multiple formats, hooks, and executions
Strong leadership and briefing skills across in-house, offshore, and creator teams
Highly organised, systems-minded, and comfortable with accountability and targets
Confident using performance data to inform creative decisions
Comfortable operating hands-on within lean teams while building scalable systems
Additional Role Information Development: Opportunities for professional growth and development. Contract: 40-hour permanent full-time position. Salary: Competitive Base Salary + bonus structure based on clear performance targets Work location: Hybrid. 2 days working from home.
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