eCommerce

Head of Performance Content / Creative Production Lead

Lagos, NigeriaHybridFull-time

Our client, a fast-growing Nigerian eCommerce company focused on product-based direct response advertising, telesales conversion, nationwide delivery, and pay-on-delivery order fulfillment, is building an in-house content factory and needs the services of an experienced Head of Performance Content

What you'll own

—Own our client's content factory and ensure the company never lacks fresh ad creatives for testing.
—Lead, manage, and hold the content team accountable for output quality, production speed, deadline discipline, and creative performance support.
—Research products, competitors, customers, objections, reviews, TikTok trends, YouTube content, Meta ads, and winning ad formats.
—Develop product angles, hooks, scripts, shot lists, content briefs, and video concepts.
—Coordinate daily and weekly content production across creators, editors, models, UGC creators, and AI creative tools.
—Work closely with media buyers to understand CPR, CTR, CPC, CPM, conversion rate, creative fatigue, and creative performance feedback.
—Create variations from winning creatives so winners can be extended, improved, and retested.
—Build and maintain a creative library containing winning hooks, scripts, angles, demos, objections, testimonials, formats, raw footage, and edited creatives.
—Ensure every active product has enough fresh creatives, new angles, and backup creatives before ads fatigue.
—Submit weekly creative output and performance reports to management.
—Day-to-Day Expectations
—Review previous day’s ad creative performance with media buyers.
—Identify creatives with rising CPR, weak engagement, poor conversion, or signs of fatigue.
—Decide the hooks, angles, scripts, and variations that must be produced for the day.
—Assign work to content creators, editors, AI creative support, UGC creators, or models.
—Review and approve scripts, shot lists, raw shoots, and final edits before they are passed to media buyers.
—Ensure finished creatives are delivered to media buyers on schedule.
—Track what was produced, what was tested, what won, what failed, and what should be repeated or improved.
—KPIs
—Weekly number of usable ad creatives produced.
—Weekly number of hooks and product angles developed.
—Number of creative variations produced from winning ads.
—Percentage of creatives delivered on time.
—Number of active products with enough fresh creative pipeline.
—Number of winning creatives identified and documented.
—Creative fatigue response time.
—Media buyer satisfaction with creative quality and quantity.
—CPR improvement or campaign recovery linked to creative iteration.
—Organization of creative library, scripts, raw footage, edited content, and performance notes.
—Expected Output
—The person should build the department toward producing high-volume usable ad creatives and variations every week. Output can include raw shoot clips, edited videos, UGC-style ads, hook variations, AI-assisted
—creatives, YouTube-style short video concepts, testimonial-style ads, product demo videos, and direct-response graphic creatives. The immediate expectation is consistency, quality, and speed. The longer-term goal is to build a department capable of producing dozens to 100+ usable ad creatives or creative variations weekly, depending on team size, product pipeline, and campaign needs.

What we need from you

—Has experience creating or managing ad creatives that sell products, not only beautiful brand content.
—Understands hooks, angles, product demonstrations, testimonials, objection handling, UGC-style videos, and direct-response storytelling.
—Can manage a production workflow involving researchers, scriptwriters, content creators, models, editors, AI tools, and media buyers.
—Must be accountable for the full content department result, not only their personal creative work.
—Must also be a leader who can manage people, coordinate a team, enforce standards, and get maximum output from the content department.
—Can turn product features into relatable benefits, strong offers, and everyday use-case content.
—Can work with media buyers to understand what creatives are winning, what is failing, what is fatigued, and what needs to be produced next.
—Can build a weekly content pipeline and ensure finished creatives are delivered on time for testing.

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