Freelance Creative Strategist: Performance & UGC Ads (m/f/d)

Role Summary

Hi, we’re Doonails ! 💅🏼

We’re a fast-growing beauty startup rethinking the world of manicure. With innovative products, a strong community and a presence in our own online shop as well as at leading retail partners, we bring studio quality straight to your home: simple, fast and stylish.

And this is exactly where YOU come in.

We’re looking for a freelance Creative Strategist who thinks in hooks and lives for performance: someone who turns insights and trends into thumb-stopping ad concepts for Meta and helps us launch TikTok Shop with real strategic depth.

Your Role & Impact ⚡️

As Freelance Creative Strategist for Performance & UGC Ads, you deliver the concept from the first idea to a crisp, ready-to-produce brief. Your hooks set the direction for every edit that follows.

Your impact is direct and measurable: you increase our testing volume (more well-thought-out concepts = more shots at Level-1 and Level-2 hits in our hit-rate framework), you lift our thumb-stop rate through strategically grounded, more varied hooks, and you actively counter the current ad fatigue on Meta.

You give our existing Creative Strategy team room to breathe by taking briefing volume off their plate, and your clear, actionable briefs shorten the feedback and production cycle with our video editors. On top, you help us launch TikTok Shop (US + DE) with native concepts that have real strategic depth.

Responsibilities

Concepting

You develop ad concepts with strong, varied hooks for performance/UGC ads (Meta + TikTok Shop).

Briefing

You write the creative briefs (Notion) for our video editors - usually 1-3 (in some cases 4-5) script variants with hook + body per project. Around 3-5 briefs per week, trending upward.

Feedback

You review finished edits and give concrete, actionable feedback via Frame (usually 2 feedback loops) before approval/upload.

Naming & compliance

You create the final ad namings yourself following the Doonails naming table, and run the upload check on finished ads.

Performance analysis

You evaluate running and completed ads (hit-rate framework, Klar attribution) to pull fresh learnings into new concepts.

Trend & competitor research

You track formats, trends and competitor ads as input for new concepts.

Proactive input

You bring your own strategic ideas to lift performance - not just working through orders.

What You'll Bring to the Table 🤝

• Proven track record: Proven experience as a Creative Strategist / Performance Marketer in ad concepting for Meta, ideally also TikTok / TikTok Shop.
• Experiences: A strong sense for hook psychology, thumb-stop rate and performance-marketing mechanics.
• Skills: Very strong writing skills, clear, concretely actionable creative briefs for video editors.
• Video Ads: Experience giving constructive, specific feedback on finished video ads.
• Ownership: An independent, proactive way of working with strategic thinking.
• Data affinity: You can read ad performance data and translate it into new, better concepts.
• Communication: Solid English is a must (for US Content), German is a strong plus.

Benefits

• 💸 Competitive pay, tailored to your qualifications and experience
• 🤝 A true ownership role with a high degree of trust and room to shape things your way
• 📈 Growth potential: take on responsibility and bring your ideas directly to the table
• Ready? We can’t wait to meet you! ✨