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Permanent role

Creative Strategist

Set the creative strategy behind one of the fastest-growing e-commerce brands in Amsterdam, from the first hook to the finished ad.

  • Full-time, 40 hours
  • Amsterdam
  • 2+ years experience
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You translate customer insights, trends and performance data into creative concepts that can scale. You work directly with the founders and the creative team on the ideas and campaigns that decide where TØTE goes next.

This is not a general creative or social media role. For this role we are looking specifically for someone who has direct, hands-on experience as a Creative Strategist or in a comparable role within DTC or e-commerce, at an agency or a comparable brand; who has experience with performance advertising on Meta, with TikTok a strong plus; who can show a portfolio of their own ad concepts, hooks, scripts or briefings; who can demonstrate what creatives they developed actually went on to do; and who understands how creative performance is measured, on CTR, CPA, ROAS, hook rate and creative fatigue.

If your experience is mainly in organic social media, brand content or general marketing rather than performance creatives, this role probably does not match your experience.

This role exists to build and continuously improve a system with which TØTE develops high-performing advertising creatives structurally. You analyse performance, customer insights, trends and existing winners, and translate them into new hypotheses. You then turn those into concrete hooks, scripts, angles, concepts and briefs the creative team can start on directly. You are not only busy with strategy: we expect you to develop new concepts and tests every week.

Your core responsibility is translating data and customer insights into a continuous stream of new ad concepts, hooks and iterations that improve our advertising performance.

What you will do

  • Translate performance data into new creative hypotheses and tests
  • Develop new advertising angles and concepts
  • Write and sharpen hooks, scripts and messaging
  • Research customer reviews, comments, feedback and other customer insights to find new angles
  • Analyse competitors and other strong DTC brands
  • Research the Meta Ad Library, TikTok and other relevant sources structurally
  • Recognise new trends, formats and platform developments, and translate them into advertising opportunities
  • Write clear creative briefs for creators and editors
  • Work with the Content Director to realise the right assets and productions
  • Work with our Media Buyer to understand creative performance
  • Analyse performance on CTR, CPA, ROAS, hook rate, hold rate and creative fatigue
  • Understand why particular creatives win or lose
  • Iterate on winning creatives systematically
  • Develop new variants of successful hooks, angles, formats and messaging
  • Manage a clear creative testing roadmap
  • Create a structural balance between new concepts and iterations of existing winners
  • Document creative learnings so insights are not lost
  • Work continuously on raising our creative hit rate
  • Use AI tools to make research, ideation, scripting and testing faster and better

Who you are

  • You have 2+ years of hands-on experience as a Creative Strategist, or in a comparable performance creative role within DTC or e-commerce
  • You have developed concepts, hooks, scripts and briefings yourself that were actually used in paid campaigns
  • You have demonstrable experience with Meta Ads; TikTok Ads is a strong plus
  • You can show concrete examples of your work and its results
  • You speak fluent English; Dutch is a plus

What we offer

  • A full-time role, 40 hours
  • A good salary, in line with your experience
  • Direct impact on TØTE's growth and advertising performance
  • Ownership of our performance creative strategy
  • The chance to build out our creative testing engine further
  • Plenty of room to test new concepts, angles and frameworks
  • Close collaboration with the founders, media buying, the Content Director, creators and editors
  • A small, ambitious and entrepreneurial team
  • An office on the Prinsengracht in Amsterdam

About TØTE

TØTE is a fast-growing bag brand from Amsterdam, founded on one simple idea: you only need one bag that can do everything.

What started with developing a bag that actually works for everyday life has grown into an international DTC brand with a growing community and a recognisable presence on the street.

Content plays a large part in our growth. We make a lot, we test a lot, and we want to take that to the next level.

Our team works hard on growing TØTE, and we are looking for the right people who enjoy helping build it. Our office is on the Prinsengracht in Amsterdam.

If this is you.

Send us your CV, a short motivation, examples of ad concepts, hooks, scripts, briefs or campaigns you have worked on, and where possible the results or performance learnings that came with them, to careers@totelabel.com.

Apply For This Role