Director of Growth Creative

Why We Exist and What We Do : At Dr. Squatch ( www.drsquatch.com ), we’re raising the bar on men’s personal care with our line of natural, high-performance products. We’re on a high-growth, fast-moving ride, continually introducing new product categories, launching into retailers nationwide, and growing internationally. We have been recognized and certified by Great Place to Work® multiple times, and we achieved status as a certified B Corp in 2023. We are looking for passionate, talented people who want to join us in our mission to inspire and educate men to be happier and healthier! About the Role: Dr. Squatch is seeking a Director of Growth Creative to own our direct response creative strategy across paid social, with deep specialization in Meta and TikTok/TikTok Shop. This is not a traditional creative director role - it's an operator role that demands equal strength in creative craft, analytical fluency, and the organizational discipline to lead a high-velocity creative team. The ideal candidate is as comfortable reading a performance dashboard as they are developing a creative framework, and is genuinely energized by both. This person must come from a creative background themselves - someone who has practiced the craft of writing, filming, producing, or performing, not solely managed those who do.  Reporting directly to the VP of Growth, the Director will sit within our broader e-commerce organization and work in close partnership with brand, performance marketing, and TikTok Shop teams, and lead a team. This is a full-time, hybrid role with company benefits, based in Marina Del Rey, CA, that requires 3 days per week at Dr. Squatch HQ. The anticipated base compensation range for this role will be $190,000 to $210,000. Compensation will be commensurate with the candidate's experience and local market rates. What You'll Do: Direct Response Creative Strategy Own and drive a direct response creative strategy and dynamic roadmap tied directly to revenue objectives, establishing clear frameworks for how creative investment translates to commercial outcomes Develop creative frameworks, hook libraries, and concept pipelines built specifically for performance, creating reusable, scalable infrastructure that elevates the output of the entire team Lead structured testing roadmaps across hooks, formats, angles, and offers; translate winning concepts into scaled production with speed and precision Evolve our Creative Playbook to reflect current platform realities and algorithm shifts, including Meta's Andromeda algorithm and TikTok's Symphony AI tooling, ensuring the team never operates on yesterday's assumptions Define a new generation of signature content hooks tied to Dr. Squatch's core product offerings — distinct, instantly recognizable creative that audiences associate immediately with the brand TikTok & TikTok Shop Creative Leadership Build Dr. Squatch's TikTok creative engine from the ground up, spanning organic-feel content, creator pipelines, and TikTok Shop-specific formats that drive measurable revenue, not just reach or engagement Serve as the in-house expert on TikTok-native direct response creative: platform trends, UGC pipelines, creator and affiliate partnerships, and conversion-driving formats that actually perform Build and scale a TikTok Shop creative engine, developing shoppable video, affiliate and creator workflows, and Shop-specific content that bridges discovery and purchase Bring a genuine, current understanding of Gen Z and Gen Alpha consumer behavior, content consumption patterns, and the cultural signals that drive resonance with younger audiences on short-form platforms Meta Creative Leadership Lead the evolution of our Meta creative strategy in response to the Andromeda algorithm, rebuilding our approach from first principles where necessary Develop and test new creative frameworks optimized for current Meta distribution and performance dynamics, moving beyond playbooks built for a different era of the platform Maintain a high-velocity testing cadence across hooks, formats, and offers to stay ahead of creative fatigue and capitalize on emerging performance signals before competitors Creative Analytics Read performance data fluently - thumbstop rate, hold rate, CTR, CVR, and ROAS by concept, angle, and format - and use it to drive the next round of creative investment with confidence and specificity Partner with growth and analytics teams to build creative reporting infrastructure that surfaces what's working, what's fatiguing, and where to place the next bet Make data-informed decisions on what to kill, scale, or iterate; defend creative direction with evidence and bring the team along with clarity Team Leadership Build and develop a high-performing team of performance creative professionals; hire critical roles with urgency and manage capacity proactively to match the pace of the business Lead and inspire a team of creative people with an understanding that this function requires a distinct management approach, one rooted in craft, trust, and high standards, not just process and output metrics Operate with a scrappy, resourceful mentality — this team moves fast, produces at low cost, and finds creative solutions where others would default to expensive production Manage external agencies, creators, and freelance production resources; build and maintain a strong network of creative talent that can be activated quickly Cross-Functional Collaboration Serve as the primary voice for performance creative across growth, brand, and channel teams, ensuring DR creative is represented and prioritized across the organization's most important initiatives Partner with the brand team on larger integrated campaigns, including high-profile celebrity and talent partnerships, contributing a distinct growth creative perspective to shoots and executions Translate channel manager needs into creative solutio