Creative Strategist

Who we are

Mother Root is the Ginger non-alcoholic aperitif. We harness the power of apple cider vinegar to serve up a dose of good feelings. Our mission is to redefine what it means to drink well and feel good - with drinks that are complex, delicious and rooted in nature.

We're on an exciting growth journey, scaling from a £7m brand today towards £50m+ in the years ahead, with 230% year-on-year growth already underway. We're the UK's #1 selling non-alcoholic spirit (and backed by three offers on BBC Dragons' Den along the way), and late last year we launched across the pond where we are picking up momentum.

With our small but mighty team, we're building one of the fastest-growing non-alcoholic brands on both sides of the Atlantic, online and in retail. We were recently ranked #3 on 2026's FEBE Growth 100 list of fastest-growing UK businesses and #11 on 2026's Sunday Times 100 list of fastest-growing UK businesses.

We're bold, inclusive and ambitious. We value creativity, curiosity and collaboration, and we believe work should be joyful, purposeful and full of flavour.

Reporting to the Growth Marketing Lead, you'll own the ideas behind Mother Root's paid creative: the insights, angles and hooks that make people stop scrolling and start sipping.

You'll know our customer inside out. You'll read the reviews, mine the ad comments and watch the competition, then turn all of it into creative concepts and briefs that win in-feed across the UK and US.

You won't own the testing roadmap (that sits with growth) and you won't produce the ads yourself (that's our Performance Creative Lead and editors). You'll own the thinking that fits in the middle: what we say, who we say it to and why it'll work. Your job is to keep the creative engine fed with ideas grounded in real customer insight, so our ads perform without losing brand soul.

• Immerse yourself in customer and audience research daily: speaking to customers, reviews, ad comments, surveys, competitor ads and category trends.

• Build and maintain living personas of who buys Mother Root, why they switch, what holds them back and the language they use to describe it.

• Map our category entry points, the moments, moods and occasions when people reach for a drink, and make sure Mother Root is the answer that comes to mind for more of them.

• Spot the angles others miss, from occasion-led storytelling to ingredient-led proof, and turn them into testable creative hypotheses.

• Generate original concepts, hooks, angles and formats for Meta and You Tube ads that capture attention, answer real customer questions and drive conversion.

• Write sharp, insight-grounded briefs for our Performance Creative Lead, video editors, creators and agency partners, and take accountability for ideas landing as intended.

• Develop creative for every stage of the funnel, from thumb-stopping awareness through to retention and reactivation, keeping brand soul and performance in balance.

• Guide our creator and UGC pipeline, collaborating on scripts, shoot days and content capture so we always have fresh material to work with.

• Feed the creative testing roadmap with strong hypotheses, working hand in hand with our Growth Marketing Lead to run the testing cadence.

• Analyse creative performance (hook rate, hold rate, CTR, CVR) to understand what's working, why and what to brief next.

• Contribute to our library of creative insights, frameworks and playbooks so wins compound across growth, brand and e-comm.

• Build AI into how the work gets done, using it to speed up research, synthesis and concepting, and turning what works into repeatable processes the wider team can pick up.

• Stay ahead of platform trends and…