Creative and Optimization Strategy Lead

Since we opened our doors in 2009, the world of commerce has evolved immensely, and so has Square. After enabling anyone to take payments and never miss a sale, we saw sellers stymied by disparate, outmoded products and tools that wouldn’t work together.

So we expanded into software and started building integrated, omnichannel solutions – to help sellers sell online, manage inventory, offer buy now, pay later functionality, book appointments, engage loyal buyers, and hire and pay staff. Across it all, we’ve embedded financial services tools at the point of sale, so merchants can access a business loan and manage their cash flow in one place. Afterpay furthers our goal to provide omnichannel tools that unlock meaningful value and growth, enabling sellers to capture the next generation shopper, increase order sizes, and compete at a larger scale.

Today, we are a partner to sellers of all sizes – large, enterprise-scale businesses with complex operations, sellers just starting, as well as merchants who began selling with Square and have grown larger over time. As our sellers grow, so do our solutions. There is a massive opportunity in front of us. We’re building a significant, meaningful, and lasting business, and we are helping sellers worldwide do the same.

The Role

At Square, creative and landing pages are key optimization levers across paid media campaigns. We have proven that resonant creative with powerful messaging coupled with innovative and iterative experimentation leads to stronger relationships with our sellers and higher campaign performance. 

Within the Marketing team, we are looking for an experienced Creative and Optimization Strategy Lead to oversee and evolve our creative and landing page strategy across consideration and performance campaigns globally. You will develop best-in-class ads and corresponding landing pages, manage evergreen experimentation, and ultimately drive stronger conversion results for the business. As the team lead, you will be design-oriented, data-driven, and relentless in prioritization to maximize performance effectiveness with these levers. 

Alongside key cross-functional partners (Product Marketing, Demand Gen, Marketing Analytics and Growth Product), you will be an influential leader in how campaigns come to life and how they contribute to business goals. 

You Will

• Own global creative and campaign landing page optimization strategy, employing a seller-first perspective while accounting for brand guidelines, campaign needs, market nuance and performance effectiveness
• Oversee creative and campaign landing page end-to-end process from ideation to budget planning to creative development/production to testing/results to strategic optimization
• Define clear KPIs, objectives and measurement plans to set expectations on contribution to Y/Y growth in partnership with Analytics
• Lead a 20+ team of creatives, strategists, and project managers 
• Design quarterly experimentation roadmaps by campaign objective for consistent learnings and ongoing efficiencies 
• Balance creative and strategic best practices for highly engaging and effective output 
• Build tailored messaging frameworks that are aligned with Product Marketing strategies, including ideal customer profiles, product market fit, value propositions, and additional research 
• Partner with Demand Gen (Campaign and Channel managers) to align ad journeys with channel strategies while incorporating best practices and historical learnings 
• Collaborate with Growth Product (Web Strategy) to ensure campaign landing pages are in sync with holistic web journeys 
• Connect with Brand and Product creative teams for creative synergy across surfaces to ensure clear and cohesive branding and messaging in-market 
• Manage direct team and partner teams to ensure that initiatives are developed and implemented with an eye towards business performance and conversion, while remaining true to Square’s brand promise

You Have

• 8+ years of experience in creative strategy or on a growth marketing team with expertise in creative optimization and measurement
• Deep understanding of creative and landing page best practice and A/B testing
• Experience with a variety of media channels, including but not limited to paid social, display, video and direct mail 
• Proven track record of driving measurable conversion or revenue results
• Experience in managing a 10+ team
• Experience working directly with creative team members across a range of titles 
• Expertise in tailoring information to a creative team, from brief writing to reporting share outs 
• Analytical mindset and ability to identify data-informed insights
• Strong interpersonal and communication skills
• Excellent project management skills with attention to detail and organization
• Flexible mindset; comfort operating in a fluid environment
• Direct communication style