The creative strategist sits between the data and the people making ads. They don't usually edit or design. They decide which concepts, angles and formats to make next.
What the job covers
- Reading account data: which ads get spend, which convert, what's fading.
- Customer research: reviews, surveys, comments, sales calls.
- Watching competitors and the Ad Library.
- Writing creative briefs and scripts.
- Planning tests and deciding what to iterate on.
In-house or agency
Brands hire strategists in-house, use one at an agency, or both. A strategist without a production team ends up with ideas that never ship, so the two need to sit close together.
More: Creative strategy for Meta ads, Meta ad creative team structure and in-house vs. agency ad creative.
Related: performance creative, creative testing.
