Creative Strategist – Mother Root alcohol- aperitif makes

Mother Root is the fiery 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 the evening ritual of drinking well and feeling good, with drinks that are complex, delicious and rooted in nature.

We're the UK s fastest growing drinks brand and the number one non-alcoholic spirit. We were a £7m business last year and we re on track for more than £20m this year. Next we re accelerating that growth, and becoming one of the leading non-alcoholic brands in the US as well as the UK. Small but mighty team, big category, plenty still to build.

We're building a team where ambitious people do the best work of their careers, supporting each other and making something they truly believe in. 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.

• Find the insight
  • 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.
• Turn insight into creative that performs
  • 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.
• Learn, iterate, repeat
  • 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 formats on Meta, Tik Tok and You Tube, and bring the best of them to Mother Root first at the same time as staying original.
• What Success Looks Like (12 Months)
  • Creative is a reliable growth lever: a steady flow of new concepts and iterations feeds the testing roadmap every week.
  • Our ads are visibly grounded in customer insight, and you can trace winning ads back to the research that sparked them.
  • The feedback loop between paid performance and creative output runs like clockwork, with learnings captured and reused rather than lost.
  • Briefs are so clear that editors and creators rarely need a second pass to land the idea.
  • We ve found some breakthrough angles that unlocked a new audience or occasion.

• 2 to 3 years  experience in creative strategy, performance creative or direct response marketing, ideally with a DTC or consumer brand (brand-side or agency). You don't need to have held the exact title of Creative Strategist before, it's the work that counts.
• A proven…