(Lead) Creative Strategist (m/w/d)

Paselo is a young, rapidly growing company for high-quality supplementary dog food. Our mission: to sustainably promote the health and joy of dogs – with natural, laboratory-tested products that are scientifically founded and appreciated by animal owners.

To drive this growth structured forward, we're looking for someone who doesn't just manage creatives, but takes responsibility.

You know the difference between an ad that's nice and one that sells. You know why people click – and why not. You've proven that your work generates revenue. And you're still not done with it.

About this role

You'll be the creative head behind our ads – from the first hook to the final performance analysis. This isn't just a coordination role. You think strategically and write yourself. You build funnels, not single texts.

Tasks

• Funnel-Ownership instead of Single Texts. You think in customer journeys – from the first impression to the purchase. Landing Pages, Advertorials, Listicles, VSLs, Meta Ads, UGC Scripts: You know what works on Meta, Google, and Native, and why.
• VSL- and Video Concepts. You develop concepts and write scripts for Meta and YouTube – hook-driven and tested, not guessed.
• Briefings that work without you. You write creative briefs that editors and UGC creators can implement independently – so clear that no one needs to ask questions.
• Performance reading, hypotheses drawing. You read the creative performance from Ads Manager, draw conclusions, and brief the next iteration. CVR, CAC, AOV, and ROAS are your tools, not reporting.
• Structured Testing. A/B tests aren't a gimmick, but a foundation. You plan creative rotations and build a testing process that scales.
• Zielgruppen-Instinct. You speak to people, not personas – at Paselo, dog owners for whom the dog is family. You hit what moves them.

Qualification

• 3–4 years in Performance Creative/Direct-Response Copywriting, ideally in DTC E-commerce.
• Numerical Results. You name concrete numbers – campaigns you've been responsible for, copy that has measurably converted. No portfolio without proof.
• Numerical Results with Meta Video Ads (VSLs, UGC-Style, Hook-Testing).
• Sales Psychology in Your Blood. AIDA is just the beginning for you; you know hooks and storytelling structures (PAS, DIC, Before/After) and what scarcity, urgency, and social proof really do – and when to leave them out.
• You use KI tools like a pro – for researching, finding ideas, scaling variants, and quickly implementing concepts. But you know: the difference between mediocre and brilliant still depends on you.
• Very Good German. You write copy that reads like a letter to a good friend – not like a packaging insert. Level that sells, not level that impresses.
• Maker Mentality. You don't wait for briefings. You bring ideas, implement them, and measure the result. You need no one to tell you what's next.