layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Content Director, Paid Social Advertising at PlanetArt

Creative Development & Oversight
Lead the conceptualization and execution of high-impact digital ad creatives across Facebook, Instagram, and other platforms
Establish and maintain creative guidelines that align with brand identity while optimizing for performance
Leverage the company’s proprietary AI ad producing platform for campaign development
Review and approve all ad creative before publication to ensure quality and effectiveness
Develop a consistent visual language that strengthens brand recognition while driving conversions
Performance Optimization
Analyze creative performance data to identify patterns and opportunities for improvement
A/B test creative elements (images, videos, copy, CTAs) to determine highest-converting combinations
Collaborate with the performance marketing team to optimize creative based on ROAS metrics
Develop creative that addresses specific funnel stages and customer pain points
Strategic Leadership
Translate business objectives and customer insights into compelling creative strategies
Stay current on platform-specific best practices and creative formats
Develop a content calendar aligned with seasonal trends and promotional campaigns
Balance short-term conversion goals with long-term brand building
Team Coordination
Work with product teams to understand features and benefits of our websites and apps and to select winning offers to promote
Collaborate with copywriters, designers, and media buyers to ensure cohesive campaigns
Provide clear creative briefs and constructive feedback to internal/external creative teams
Work with data analysts to understand customer behaviors that inform creative decisions
Educate broader marketing team on creative best practices for performance channels
Measurement & Reporting
Establish KPIs for creative performance (CTR, engagement rate, conversion rate)
Present creative insights and recommendations to leadership
Create reporting dashboards that showcase creative impact on business outcomes
Quantify the ROI of creative optimizations and improvements

Skills, Qualifications, and Requirements
Essential Experience
5+ years in digital marketing creative development, with significant focus on paid social channels (Facebook, Instagram)
Proven track record optimizing e-commerce ad creative for conversion metrics (ROAS, CPA, CENTER)
Experience leading creative development for multiple product categories or campaigns simultaneously
Portfolio demonstrating successful performance-driven creative campaigns with measurable results
Background in visual design or art direction with a strong aesthetic sensibility
Technical Skills
Proficiency with design software (Adobe Creative Suite, Figma, Canva)
Understanding of digital ad specifications and best practices across platforms
Knowledge of A/B testing methodologies and creative optimization
Familiarity with marketing analytics platforms and performance data interpretation
Basic video editing capabilities or experience directing video content
Marketing Expertise
Deep understanding of direct response and performance marketing principles
Experience with e-commerce conversion funnels and customer journey mapping
Knowledge of consumer psychology and visual persuasion techniques
Ability to translate data insights into creative direction
Understanding of platform-specific creative requirements and best practices
Leadership & Collaboration
Experience providing clear creative direction to designers and content creators
Strong communication skills to articulate creative vision to stakeholders
Interest in managing a high-throughput production environment
Ability to balance creative integrity with performance requirements
Experience collaborating with cross-functional teams (paid media, analytics, brand)
Skill in managing creative resources efficiently to meet campaign deadlines
Strategic Thinking
Data-driven decision-making approach to creative development
Ability to identify trends and patterns in creative performance
Forward-thinking vision for evolving creative strategy based on results
Understanding of competitive landscape and differentiation strategies
Ability to connect creative decisions to business outcomes

Content Director, Paid Social Advertising

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