ROLE
Flapen is an Amazon agency. Our clients are solo sellers — one person, one brand, no in-house team — who need creative that competes with companies fifty times their size. We handle end-to-end launches and brand growth: positioning, packaging, listing images, A+ content, video, and paid social.
You own the strategic layer for your accounts. You don't design and you don't edit — we have people for that. You decide what the creative needs to say, to whom, and why, and you make that so clear that a designer or editor can execute it without a second call.
The frameworks, the client relationships, and the production team are already ours. Your job is to decide what we make and why. That decision is yours — not a recommendation you bring for approval. You own the angle, the messaging, the testing roadmap, and the call on what we kill.
The hard part is threefold. You're carrying a portfolio, so you context-switch between brands and buyers all day without letting the thinking get generic. You're working two platforms that reward opposite instincts — Amazon converts a shopper who already wants the category, paid social manufactures the want in three seconds. And you're the last line: if the brief is vague, a designer builds the wrong thing and a client's launch slips. Nobody catches it after you.
You'll own live accounts and ship your first briefs within your first 30 days.
RESPONSIBILITIES
- Own the creative strategy for a portfolio of client brands across Amazon and paid social — static, animation, and video.
- Build the messaging framework per brand: who actually buys, what they're deciding between, what objection kills the sale, and what we say because of it. A working document that dictates every asset, not a persona deck.
- Write the briefs the production team builds from. Angle, hook, proof, objection being killed, reference. Specific enough that nobody has to ask a follow-up question.
- Run the testing roadmap: what we test next, the hypothesis, and the result that would change our mind. You decide the sequence and the budget priority.
- Read the performance data and act on it. CTR, CVR, hook rate, hold rate, ROAS. Post-test readouts that say what we keep, what we kill, and what it means for the next round.
- Mine the inputs nobody else has time for — reviews, competitor gaps, category conventions, platform trends — and turn them into angles we can test.
- Make the production team better. Your briefs are their input. Debrief with designers and editors on what landed and what didn't.
REQUIREMENTS
- Has owned creative strategy for multiple brands at once, at an agency or independently.
- Diagnoses from metrics, not taste. Can look at a set of numbers and say whether it's a hook problem, an offer problem, or a targeting problem — and prove it.
- Deep in one of Amazon or paid social, fluent enough in the other to be dangerous, and honest about which is which.
- Writes clearly under pressure. Most of this job is writing. A brief that needs a call to explain is a failed brief.
- Has been wrong about a creative bet, watched the data say so, and changed course. Tells that story without flinching.
- Wants the decision, not the approval. If you need a director to sign off on positioning before you commit, this will frustrate both of us.
- Makes the people around them better and is easy to build with.
RESULTS
- Measurable increase in CTR and CVR on the accounts you own
- Every account in your portfolio has a live messaging framework that the whole production team works from
- Briefs stand on their own — the team can start building without decoding them, and any conversation that follows sharpens the work rather than rescues it
- Testing runs on a steady cadence, and every round ends with a clear learning that shapes the next one
- Losing angles get killed fast instead of quietly running
- Creative decisions trace back to a stated hypothesis and a measured result, not to opinion
- The angles we test come from real evidence — reviews, category gaps, buyer behavior — not from a brainstorm
- The production team gets stronger over time: better first drafts, fewer revision rounds
- You ship your first briefs and own live accounts within 30 days