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.