Creative Strategist

About the role

You will own the end-to-end creative strategy for key growth channels at Phoenix, translating market insights into a rigorous media and creative testing roadmap. In this role, you will define the experiments that shape how we acquire and retain customers across our digital ecosystem. You will deepen your empathy for patient and provider personas, turning their pain points into powerful creative narratives that drive action. You will act as a bridge between data and design, collaborating with marketing managers, media buyers, and lifecycle teams to turn hypotheses into high-performing ads. You will continuously analyze competitor and alternative creative landscapes to ensure our story stays distinct and disruptive in the direct-to-consumer space. This role requires you to lead concept development from raw insight to scalable execution, ensuring every idea moves the business forward. You will be responsible for documenting learnings and sharing a clear narrative of what is working so the entire organization can replicate success.

Key facts

What you'll do

• Map and maintain a robust pipeline of creative testing ideas across all primary marketing channels to fuel growth experiments.
• Partner with creative production teams to design and iterate on landing pages, emails, and quiz funnels that maximize conversion rates.
• Conduct deep dives into customer personas to uncover latent motivations and emotional triggers behind healthcare purchase decisions.
• Liaise with marketing and cross-functional stakeholders to gather qualitative and quantitative insights that enhance lifecycle campaigns.
• Perform ongoing research on competitors, alternative treatments, and DTC leaders to keep our creative strategy ahead of market shifts.
• Spearhead the development of new concepts, from initial hypothesis to measured rollout, ensuring alignment with business objectives.
• Synthesize complex performance data into clear, actionable recommendations for stakeholders at all levels of the organization.
• Champion a culture of experimentation by setting up structured tests and defining success metrics for every creative initiative.
• Ensure all creative work reflects a deep understanding of the Canadian healthcare context and the unique needs of our users.
• Act as the primary owner for creative strategy within the growth team, driving alignment and consistency across touchpoints.
• Translate market signals and behavioral data into storylines that resonate with diverse patient journeys.
• Identify opportunities to disrupt standard healthcare messaging through bold, testable creative approaches.
• Build a repeatable framework for turning insights into concepts that de-risk new market opportunities.
• Mentor junior team members on best practices for creative testing and performance-driven storytelling.

Requirements

• Hold a minimum of 5 years of experience in a creative production environment, either managing a creative team or collaborating closely with one.
• Demonstrate a proven history of developing and iterating on winning landing pages, emails, and quiz funnels that drive measurable action.
• Show a solid understanding of multiple digital marketing analytic tools, including Google Analytics and Google / Meta Ads platforms.
• Exhibit proficiency in using collaboration tools to support briefing creatives effectively, such as Magic Brief, Motion, Foreplay, Notion, and Asana.
• Present a documented portfolio of A/B tests and creative experiments with clear results and learning highlights.
• Provide evidence of growing conversion volume while staying within defined CAC targets in previous roles.
• Share examples of how you have clearly presented complex results, insights, and opportunity statements to executive stakeholders.
• Confirm experience thriving in a fast-paced startup environment where agility and adaptability are essential.
• Describe a specific instance where your work directly improved the Canadian healthcare experience for patients or providers.
• Affirm your passion for improving the Canadian healthcare experience and a personal connection to the space.
• Confirm eligibility to work in Canada without sponsorship, as the role requires in-person collaboration in Toronto.
• Acknowledge that you understand the role is full-time and based in the Toronto, Ontario office.

Practical notes

This is a full-time role based in our downtown Toronto headquarters or our Richmond pharmacy location. We work in person to enable fast feedback loops and spontaneous collaboration, so relocation to the Greater Toronto Area may be required. The role reports to senior leadership and offers autonomy to shape strategy in a rapidly scaling environment. We are committed to building a diverse team and we are proud partners of accessibility initiatives under the Accessibility for Ontarians with Disabilities Act, 2005. If you require accommodation during the application process, please let us know as early as possible. This position does not require travel outside of the Toronto region.