Content Director, Paid Social Advertising
PlanetArt · Calabasas · $170,000–$200,000 (stated in the posting)
Company and Vision
PlanetArt’s vision is to be the leading seller of personalized and make-on-demand products worldwide. We provide consumers with unmatched tools and content and an unparalleled end-to-end customer experience that result in high-quality, meaningful finished products and memorable celebrations of life events.
The company’s brands include the popular FreePrints and FreePrints Photobooks apps and the industry leading SimplytoImpress card and stationery site, as well as Personal Creations, CafePress and ISeeMe! Visit www.planetart.com to learn more about our brands.
We have more than 500 team members across multiple offices, primarily in Calabasas CA, San Diego CA, Woodridge IL, Minneapolis, MN and Pleasanton, CA. We also have team members in two company-owned offices in China, as well as in Europe.
Job Overview
We are seeking a strategic, creative, and results-driven Content Director to lead the creative engine behind our paid social advertising across the portfolio, with a primary focus on Meta and TikTok. This leader will own the creative process from concept through final execution, ensuring content is built to drive customer acquisition and measured against CAC and ROAS. The role will lead our two Art Directors and, ultimately, our Creative Strategist, while also managing external creative and media agencies and ensuring they are aligned with our brand and performance goals. The ideal candidate brings deep e-commerce and performance marketing experience, a strong understanding of what makes creative perform in paid social, and the ability to use data and consumer insights to continually improve results. This person should be able to balance creative instincts with analytical rigor, clearly articulate the rationale behind creative decisions, and turn performance insights into a stronger creative strategy. Experience using AI to develop, test, and scale creative is a strong plus. This is an opportunity for a hands-on creative leader who can build a high-performing content function and help scale our brands through innovative, effective paid social creative.
PLEASE NOTE: Candidates must be local to or willing to relocate to the Calabasas area as we operate on a hybrid work model (3 days onsite, 2 remote)
What You’ll Do
Key Responsibilities
Creative Development & Oversight
- Lead the conceptualization and execution of high-impact digital ad creatives across Facebook, Instagram, and other platforms
- Establish and maintain creative guidelines that align with brand identity while optimizing for performance
- Leverage the company’s proprietary AI ad producing platform for campaign development
- Review and approve all ad creative before publication to ensure quality and effectiveness
- Develop a consistent visual language that strengthens brand recognition while driving conversions
Performance Optimization
- Analyze creative performance data to identify patterns and opportunities for improvement
- A/B test creative elements (images, videos, copy, CTAs) to determine highest-converting combinations
- Collaborate with the performance marketing team to optimize creative based on ROAS metrics
- Develop creative that addresses specific funnel stages and customer pain points
Strategic Leadership
- Translate business objectives and customer insights into compelling creative strategies
- Stay current on platform-specific best practices and creative formats
- Develop a content calendar aligned with seasonal trends and promotional campaigns
- Balance short-term conversion goals with long-term brand building
Team Coordination
- Work with product teams to understand features and benefits of our websites and apps and to select winning offers to promote
- Collaborate with copywriters, designers, and media buyers to ensure cohesive campaigns
- Provide clear creative briefs and constructive feedback to internal/external creative teams
- Work with data analysts to understand customer behaviors that inform creative decisions
- Educate broader marketing team on creative best practices for performance channels
Measurement & Reporting
- Establish KPIs for creative performance (CTR, engagement rate, conversion rate)
- Present creative insights and recommendations to leadership
- Create reporting dashboards that showcase creative impact on business outcomes
- Quantify the ROI of creative optimizations and improvements
Requirements
What You Should Have
Skills, Qualifications, and Requirements
Essential Experience
- 5+ years in digital marketing creative development, with significant focus on paid social channels (Facebook, Instagram)
- Proven track record optimizing e-commerce ad creative for conversion metrics (ROAS, CPA, CENTER)
- Experience leading creative development for multiple product categories or campaigns simultaneously
- Portfolio demonstrating successful performance-driven creative campaigns with measurable results
- Background in visual design or art direction with a strong aesthetic sensibility
Technical Skills
- Proficiency with design software (Adobe Creative Suite, Figma, Canva)
- Understanding of digital ad specifications and best practices across platforms
- Knowledge of A/B testing methodologies and creative optimization
- Familiarity with marketing analytics platforms and performance data interpretation
- Basic video editing capabilities or experience directing video content
Marketing Expertise
- Deep understanding of direct response and performance marketing principles
- Experience with e-commerce conversion funnels and customer journey mapping
- Knowledge of consumer psychology and visual persuasion techniques
- Ability to translate data insights into creative direction
- Understanding of platform-specific creative requirements and best practices
Leadership & Collaboration
- Experience providing clear creative direction to designers and content creators
- Strong communication skills to articulate creative vision to stakeholders
- Interest in managing a high-throughput production environment
- Ability to balance creative integrity with performance requirements
- Experience collaborating with cross-functional teams (paid media, analytics, brand)
- Skill in managing creative resources efficiently to meet campaign deadlines
Strategic Thinking
- Data-driven decision-making approach to creative development
- Ability to identify trends and patterns in creative performance
- Forward-thinking vision for evolving creative strategy based on results
- Understanding of competitive landscape and differentiation strategies
- Ability to connect creative decisions to business outcomes
What You Can Expect
Working Conditions
- Work is performed in an office environment with low to moderate noise levels.
- Position requires regular, continuous use of computer.
- Position requires regular sitting and standing.
- Position requires regular interaction with team members through the following methods: in-person, phone, Zoom, Slack, or email.
- May require occasional travel.
- This is a hybrid position; employees are expected to be in the office three days per week (Monday, Tuesday, and Thursday) with the option of working remotely two days (Wednesday and Friday)
Benefits
The compensation range for this position is $170,000 - $200,000 annual salary + bonus.
PlanetArt offers a comprehensive benefits package, including:
- Health, Dental, and Vision Insurance
- Life Insurance
- 401(k) with matching
- Pet Insurance
- Mental Health Benefits
- Comprehensive Time Off Program, including Vacation, Sick Days, Paid Holidays, and Floating Holidays
- Employee Product Discounts