Performance Marketing Creative Lead
Location: Mumbai (in-office)
Function: Marketing / Growth
Reports to: Founders
Earthful is a clean-label, plant-based nutraceutical and wellness brand built for women's health, backed by Fireside Ventures and V3 Ventures. We sell primarily online, which means performance creative isn't a support function here — it's core to how the business grows. This role sits at the centre of that engine, turning what's working (and what's failing) in our ads into a steady, high-volume stream of creative that moves ROAS in the right direction.
Role Overview
The Performance Marketing Creative Lead owns Earthful's entire performance creative output — 200–250 pieces live every month across video, hook variations, and statics — and leads a team of 5–8 people (writers, editors, and coordinators) who produce it. You'll work closely with the Growth Manager to translate platform data (Meta, Google, ROAS by product) into a monthly creative plan, then run that plan through concept development, scripting, and production, whether the work is produced in-house or by an agency. This is fundamentally a copywriting-and-strategy-led role, not a visual design or art direction one — you'll be judged on how well your scripts and hooks convert, not on a portfolio's visual polish. You're accountable for both the ROAS the creative drives and the team and pipeline that produce it.
What You'll Own
Monthly Creative Planning & ROAS Ownership
• Build the monthly creative plan in discussion with the Growth Manager, drawing on performance data from Meta, Google, and product-level ROAS
• Decide which creator personas, products, and USPs get priority for the month, and roughly how much of the plan runs in-house versus through agencies
• Build the plan backward from the ROAS target for creative output — volume (200–250 pieces/month) is a function of that target, not the goal itself
Team Leadership
• Lead and manage a team of 5–8 people — writers, video editors, and creative coordinators — who execute the monthly plan
• Allocate work across the team based on individual strengths and the month's priority products/personas
• Build the team's capability in direct-response scriptwriting and hook development through hands-on review and feedback
Concept Development & Scriptwriting
• Personally write and/or closely edit ad scripts and hook variations — this role is hands-on with the writing, not just directing others' output
• Develop concepts that mix winning ideas replicated or iterated from previous months' performance with new ideas built for experimentation
• Ground concepts in competitor insight, current trends, and persona fit, prioritising what performs over what's simply creatively interesting
• Map every concept to the persona × product × USP matrix set in the monthly plan
In-House Script Execution
• Brief writers on approved concepts and run scripts through up to two rounds of feedback before they're shoot-ready
• Personally write hook variations for high-priority concepts
Video & Static Production Oversight
• Hold a weekly check-in with the senior video editor (or directly with editors where needed) to give feedback and keep output on pace for the monthly target
• Run a monthly plan for static creatives, mapped to product, USP, and persona the same way video is
• Review all static content before it goes live
Agency-Executed Creatives
• Discuss concepts and scripts jointly with agency partners, with the agency owning shoot and edit execution
• Review agency output against the same persona × product × USP matrix and ROAS logic used for in-house work
What We're Looking For
• 8+ years in performance marketing, with a background rooted in copywriting, content writing, or scriptwriting — this is not a visual design or art direction role, and candidates from a primarily design/art-direction background are not a fit
• Direct, hands-on experience running or closely supporting performance marketing ad campaigns (Meta, Google) — not just producing creative disconnected from the media side
• Experience managing a high-volume creative pipeline (video and/or static), ideally 100+ assets/month, across multiple people or teams
• Proven experience directly managing a team of 5+ people — hiring, developing, and holding them to a quality and output bar
• A portfolio or work sample showing direct-response ad scripts and hooks you personally wrote, not just creative you directed or approved
• Experience working with external creative or production agencies, including holding their output to a defined standard
• Working fluency with AI tools for creative drafting and iteration (scripts, concepts, copy) — Earthful expects AI-assisted drafting across the pipeline, with the judgment to revise AI output before it ships, not use it raw
Be a part of Earthful’s Family!
@ www.instagram.com/earthful.me/
@www.linkedin.com/company/earthfulme/
About Earthful
Earthful is a VC-funded FMCG brand building India’s most trusted clean-label wellness products. We were recently featured on Shark Tank India and have raised a Pre-Series A round led by V3 Ventures and Fireside Ventures.
The founders (Sudha Gogineni and Veda Gogineni) are graduates from IIT Kharagpur and ISB with a multitude of experience across multinational companies & startups, such as Uber, Meesho, Deutsche Bank, ITC.
Earthful is a fast-growing startup, offering high ownership and the opportunity to work closely with the founders. We are looking for a candidate who is passionate about scaling a startup!
