Creative Strategist, Canada

About the role

This position at Eucalyptus / Hims & Hers Canada focuses on transforming customer insights into effective creative strategies that boost growth. You will be responsible for the creative strategy and experimentation roadmap for the Canadian market. This role involves understanding consumer psychology, developing creative concepts, and using performance data to guide future content.

Key facts

What you'll do

• Manage the creative strategy and testing plan for platforms like Meta and YouTube, with potential expansion to TV and outdoor advertising.
• Translate customer research, cultural trends, competitive analysis, and performance data into clear creative hypotheses and campaign ideas.
• Develop and refine creative briefs, hooks, scripts, messaging frameworks, and visual guidance tailored to specific customers, platforms, and awareness stages.
• Lead weekly reviews of creative performance, analyzing metrics like thumb-stop rate, click-through rate, conversion rate, customer acquisition cost, and creative fatigue to inform testing.
• Guide creative projects from initial brief to launch and ongoing adjustments, offering specific feedback to designers, editors, creators, agencies, and media buyers.
• Work with Brand, Legal, Clinical, and Regulatory teams to produce compelling creative that builds trust and adheres to healthcare regulations.
• Create and maintain creative playbooks, testing frameworks, and a structured knowledge base to accumulate insights over time.
• Utilize AI tools to enhance research, concept development, scriptwriting, creative variations, and analysis while maintaining originality.
• Monitor platform changes, ad formats, cultural discussions, and competitor actions to find new opportunities in the Canadian market.

Requirements

• 5+ years of experience in creative strategy, performance marketing, advertising, content strategy, copywriting, or a similar field.
• A portfolio showcasing contributions to performance creative, including concepts, briefs, scripts, campaigns, or testing programs.
• A deep understanding of consumer behavior, advertising psychology, and what makes creative content engaging and action-oriented.
• Experience creating content for paid social and video channels, especially Meta and YouTube.
• The ability to analyze advertising performance data and link results to specific creative elements.
• Strong writing and communication skills, capable of turning insights into compelling concepts and providing precise feedback.
• Experience collaborating with designers, editors, media buyers, creators, agencies, or production partners.
• A systematic approach to experimentation, including forming hypotheses, isolating variables, evaluating outcomes, and planning next steps.
• Strong creative judgment, valuing evidence over personal attachment to ideas.
• The capacity to work independently, navigate uncertainty, and balance analysis with decisive action.
• Genuine interest in AI's potential to improve creative research, development, and evaluation.

Nice to have

• Experience in healthcare, subscriptions, direct-to-consumer businesses, or other regulated, high-consideration, or trust-based industries.
• Experience adapting creative strategy for Canadian or Quebec audiences.
• Professional fluency in both English and French.
• Experience with creator-led, testimonial, user-generated content, television, or out-of-home advertising.

Skills & tools

• Meta
• YouTube
• AI tools

Practical notes

Competitive salary and equity compensation in Hims & Hers (NYSE: HIMS) for full-time roles. Generous paid time off, company holidays, and mental health days. Comprehensive health benefits, including medical, dental, and vision coverage, as well as parental leave. Employee Stock Purchase Program. Team offsites and opportunities for in-person collaboration from our Montreal office. We use AI-assisted tools in our recruitment process, but all hiring decisions are made by people.