GROWTH MARKETING CREATIVE STRATEGIST
Overview
We're looking for a Creative Copywriter who knows how to create ads that stop
people scrolling in their tracks. From punchy headlines to thumb-stopping
visuals, you'll concept and craft ad creative that performs - helping turn
publisher content into high-converting campaigns. This role requires a
journalist's instinct for what captures attention who thrives in a commercial,
results-driven environment.
You will combine sharp editorial judgment with a strong understanding of
audience behavior, crafting and determining performance-first copy and image
combinations that feels native, engaging, and impossible to scroll past. You're
not afraid to kick off a conversation with one of our hundreds of global
publishers to troubleshoot when existing image and headline combinations aren't
measuring up.
You likely have a journalism or editorial background (or think like someone who
does). You know a good hook when you see one. You have opinions on headlines.
You understand that the difference between "ok" or a conversion can usually be a
tweak in creative.
You can see the bigger picture too: you'll be managing smart audience
monetisation which doesn't just drive performance, it helps publishers generate
the revenue that funds quality journalism, supports editorial teams, and keeps
great reporting alive.
Key Responsibilities
Editorial-Led Creative Development
* Write copy that doesn't feel like advertising while also leveraging publisher copy and editorial instincts to build high-performing creative; refining and adapting where needed.
* Turn brand messages into stories people might actually choose to engage with, using strong angles, cultural awareness, and a clear point of view.
* Bring a newsroom mindset to everything: What's the hook? Why now? Why should anyone care?
* Develop multiple concepts quickly, while continuously testing and iterating publisher creative templates to identify the formats that perform best.
Performance-Driven Copy & Optimization
* Once you've become an ad production powerhouse for Linkby and its publishing partners, you'll either already know - or quickly learn - the tools needed to take your work live. Think publishing, optimising and reporting on campaigns across self-serve platforms like Facebook Ads.
* Determine copy that can be leveraged across channels from paid social, native, video, and more - with equal parts taste and intent.
* Work closely with performance teams to understand what's landing, what's flopping, and why.
* Iterate constantly. Kill your darlings (and have the right instinct for which ideas might be dead in the water). Write better ones.
* Balance creative instinct with data - knowing when to trust each.
Creative Strategy & Concepting
* Partner with publishers, designers, and marketers to build ideas that work as a whole and ultimately drive conversions.
* Shape campaign narratives, not just individual assets.
* Constantly push for smarter, fresher, less "seen-it-before" creative.
Establish & Maintain Creative Best Practices
* Help define what "good" looks like and constantly raise the bar.
* Build and contribute to a library of creative that actually worked (not just what looked nice in a deck).
* Have a point of view. Change it when the data proves you wrong.
* Establish a TOV that fits where it lives - whether that's a premium publisher, TikTok, or somewhere in between.
* Develop editorial-style integrations that feel seamless, not forced.
* Stay plugged into culture, trends, and shifts in how people consume content (and what they ignore).
What You Bring
* 3–5+ years of experience in copywriting, journalism, editorial, or anything that proves you can write something people don't skip.
* An instinct for what makes someone stop scrolling and the ability to do it more than once.
* Comfort using performance data to make your work better, not blander.
* Curiosity, taste, and a low tolerance for boring.
* Ability to move fast, think in ideas (not just deliverables), and adapt your voice without losing it.
* A clever wit and great sense of humor.
* Experience with paid media is a major bonus. Knowing how to write is non-negotiable.
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