Content Director, Paid Social Advertising

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