Creative Lead

Job Description About Urban Company Urban Company is a technology platform offering customers a variety of services at home. Customers use our platform to book services such as beauty treatments, haircuts, massage therapy, cleaning, plumbing, carpentry, appliance repair, painting etc., all delivered in the comfort of their home and at a time of their choosing. We promise our customers a high-quality, standardized and reliable service experience. To fulfill this promise, we work closely with our hand-picked service partners, enabling them with technology, training, products, tools, financing, insurance, and brand, helping them succeed and deliver on this promise. Urban Company started out as UrbanClap in Nov 2014, when its founders, Abhiraj, Raghav and Varun realized that the home services industry was predominantly unorganized, fragmented and offline. Customers found it difficult to avail quality services in a convenient manner, and service professionals were struggling to make ends meet, having to rely upon several middlemen, contractors, and local aggregators. The founders felt that the industry was ripe for disruption, and launched Urban Company, with three key principles in mind - - Customer love: Build a platform that offers truly delightful and differentiated services - Partner empowerment: Build a deep, full-stack partnership with service partners, helping improve their earnings and overall livelihood - Technology first: Bring innovation and technology to an age-old industry. What you will do: Own performance-creative strategy & delivery across Meta (FB/IG), YouTube/Shorts (and other paid platforms) to drive new user growth and lower CAC. - Turn consumer insight into platform-native ads: convert category triggers, barriers, and use-cases into hooks, formats, and storylines tailored to reels, shorts, carousels, and UGC. - Build & scale AI-enabled production pipelines: prompt libraries, modular templates, auto-varianting, asset tagging, and QA to ship high volumes of on-brand creatives at speed. - Run a rigorous test-and-learn engine: define hypotheses, design A/B tests, set kill/scale rules, and codify learnings into playbooks that raise CTR/CVR quarter-on-quarter. - Creator/UGC program: identify and brief creators, manage usage rights/whitelisting, and convert high-performing UGC into always-on acquisition assets. - Creative analytics & insighting: partner with the GTM team to read the why behind performance and translate into next creative bets. - Messaging for retention & habit: craft lifecycle/in-app/push/WhatsApp/email creatives that aid cross-sell and win-back journeys aligned with performance goals. - Cross-functional leadership: work with category marketing, external creative, and GTM teams on creative sprints and calendars to hit growth targets. - Creative governance: ensure brand safety, factual accuracy, and compliance - Outcomes you'll own: sustained lifts in CTR/CVR, creative velocity (cycles from brief live learning) and AI-enabled creative scale. Skills we're looking for: - Platform-native creative craft: Can turn insights into hooks, openings, and formats tailored to Reels/Shorts/carousels/UGC - Performance intuition + analytics: Comfort reading dashboards (CTR, CVR, CPA, ROAS, view-through, hook/3-sec rate), forming hypotheses & deciding kill/iterate/scale quickly. - Experiment design at speed: Experience setting up A/B and multi-variant tests, closing the loop with crisp learnings. - Creator ops: Finding and briefing micro/mid creators, managing rights/whitelisting, turning top UGC into always-on ads. - Taste + bar-raising mindset: High standards for craft and brand safety; can push for clarity, accuracy, and consistency at speed. - Bias for action & ownership: Experience operating with ambiguity with high ownership, organizing sprints/calendars, and setting & working towards timelines independently. - Clear communicator: Sharp briefs, actionable feedback, experience partnering tightly with media, creative, and category teams. - Bonus: AI production chops: Experience building prompt libraries, modular templates, and QA checks to reliably ship many on-brand variants quickly. - Bonus:Tool fluency: Meta Ads Manager, YouTube/Google Ads, GA4/Attribution/MMP basics, Sheets/Looker/Tableau (or equivalent) and gen-AI tools. At Urban Company, we are committed to providing equal and fair opportunities in employment and creating an inclusive work environment. We endeavor to maintain a work environment free from harassment based on age, colour, physical ability, marital status, parental status, ethnic origin, religion, sexual orientation, or gender identity.