Senior Creative Strategist - DIY Art Club

About this role

Creative Strategist - DIY Art Club (SMT Group) Remote | $7,000–$8,000 gross per month + uncapped performance bonus DIY Art Club / SMT Group is hiring its first in-house Creative Strategist to take ownership of paid social creative across three international paint-by-numbers brands. SMT Group is an international arts and crafts eCommerce group founded in 2016. It operates through local brands in each market rather than a single global storefront, allowing the team to build propositions, creative and customer experiences around individual markets. Today, the group has: More than five million customers across 20+ countries. Over 150,000 new customers every month. 6 figure profitable daily Meta spend. More than 100 new product designs launched each week. SMT’s ambition is to become the world’s leading eCommerce group for creative hobby products, making creativity accessible and encouraging people to spend more time creating rather than scrolling. The business is flat, fast-moving and highly commercial. People are trusted to own their area, make decisions and remain accountable for the outcome. You’ll be joining SMT Group, supporting across the below brands; Schilder op Nummers - Netherlands DIY Malen nach Zahlen - Germany DIY Art Club - US, UK, Australia, Canada and France The Role The Creative Strategist will own the in-house creative running across SMT Group’s three paint-by-numbers brands. This is a senior, commercially important appointment within a group approaching 9 figure revenue and spending 6 figures a day on Meta, profitably. That level of spend has been managed without a dedicated internal Creative Strategist. The founders, internal team and external agencies have built a successful operation, but there is significant untapped potential in how creative concepts are identified, produced, tested and scaled. The person joining will be given access to the data, customer research, budget and production resource required to make a material impact. They will not inherit a finished creative playbook. They will be expected to build it. Meta represents approximately 85% of paid media spend and will be the primary focus of the role. At the current level of investment, creative quality is the main constraint on how far the business can increase spend while remaining profitable. The central responsibility is finding the right creative bets. You will go into the performance data, customer research and existing account history, identify meaningful opportunities and turn those insights into specific, testable concepts. You will then brief the production team, launch the work and use the results to determine what should be scaled, iterated or stopped. This is not a role where somebody else provides the strategy or hands you a list of briefs. The closest description is an entrepreneur building and running their own creative department. What you will own The paid social creative strategy across all three paint-by-numbers brands. Identifying new concepts, angles, personas and use cases from performance data and customer insight. Building a scalable system that moves from analysis to hypothesis, briefing, production, testing and learning. Establishing which angles and customer personas are commercially viable and where the business should expand. Using evidence to disprove weak assumptions as well as identify opportunities. Stopping an angle with clear data is considered a valuable result. Creating original concepts rather than relying exclusively on competitor research or recycled briefs. Writing clear, commercially grounded briefs for editors and designers. Directing a creative pod consisting of a video editor, AI video editor and designer. Taking responsibility for the quality and commercial performance of the pod’s output. Improving the volume, speed and consistency of creative testing. Raising the ceiling on profitable Meta spend across the group. Building the foundations for an internal creative strategy function as further Creative

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