Head of Brand and Creative Performance Marketing · Manchester ·

Job Title: Head of Brand and Creative

Reports to: Founder

Key Stakeholders: Marketing team, SMT, Product, Paid Media and the wider business

Role Summary

The Head of Brand & Creative is responsible for owning and scaling LullaBellz\’s Creative Flywheel, delivering a consistent, high-volume pipeline of on-brand, performance-driven creative that fuels efficient growth.

This role exists to build and operate an always-on creative engine, managing the full lifecycle of creative output from concept, testing and production through to iteration and launch.

This is a high-impact, highly accountable role with a direct influence on cost per acquisition (CPA), creative performance, and our ability to scale paid spend confidently.

Key Responsibilities

Creative Flywheel

• Own the end-to-end Creative Flywheel.
• Be fully accountable for monthly creative output targets of 200+ new ads per month across formats and platforms.
• Ensure creative quality, freshness, and brand consistency across the website, paid media, organic social, and all customer touchpoints.
• Build and maintain a clear creative testing roadmap.
• Translate performance insights into rapid creative iteration and output.

Performance & Growth Impact

• Feed a consistent pipeline of high-quality creative inputs into paid media to improve efficiency and reduce CPA.
• Work closely with paid media to understand performance signals and translate insights into rapid creative iteration.
• Track, analyse, and improve creative success rates.
• This role manages and coordinates creative execution across internal and external resources. Setting clear briefs, expectations and ensuring team capacity is aligned to creative demand.
• This role does not manage paid media budgets or channel spend but is accountable for enabling paid media performance through high-quality creative delivery.

Campaigns & Brand

• Plan and lead quarterly brand and ad campaign shoots to refresh core creative and support brand moments.
• Ensure all creative supports both customer acquisition and repeat purchase goals.
• Once the flywheel is established, collaborate with marketing to build and execute the annual brand and trading calendar.
• Ensure launches, promotions, and brand moments are fully resourced and creatively aligned and executed to a high standard.

Team Structure & Leadership

This role will initially operate with a lean execution team and is expected to lead output effectively within this structure. The Head of Brand & Creative is expected to prioritise, structure workflows, and maintain creative momentum during this phased team build.

This role holds end-to-end ownership of creative strategy and execution, with autonomy to make day-to-day creative decisions within the agreed brand framework.

What does success look like

• 200+ new ads live per month
• ~20% creative success rate
• Noticeably improved creative freshness across channels
• Reduced CPA driven by stronger creative performance
• A scalable creative system that enables increased ad spend with confidence
• A proven engine that supports hitting and exceeding end of year DTC growth targets

First 90 Days Focus

• Establish Creative Flywheel workflows, cadence, and ownership
• Deliver consistent weekly creative volume across core formats
• Implement and begin iterating against the creative testing roadmap
• Demonstrate measurable improvements in creative freshness and performance inputs

Skills & Experience

• Proven experience building and operating high-volume, performance-driven creative systems within DTC or ecommerce environments
• Strong understanding of paid social creative best practices and testing frameworks
• Experience working with high creative volumes and fast iteration cycles
• Ability to turn a single asset into multiple formats, hooks, and executions
• Strong leadership and briefing skills across in-house, offshore, and creator teams
• Highly organised, systems-minded, and comfortable with accountability and targets
• Confident using performance data to inform creative decisions
• Comfortable operating hands-on within lean teams while building scalable systems

Additional Role Information

Development

Opportunities for professional growth and development.

Contract

40-hour permanent full-time position.

Salary

Competitive Base Salary + bonus structure based on clear performance targets.

Work location

Hybrid. 2 days working from home.