Creative & Performance Strategist, Bell & Bone
Melbourne. Drive the strategic direction of paid & organic content for an exciting challenger brand in the Pet category.
About the role
Location: Melbourne, VIC.
Hybrid: Monday, Tuesday, and Thursday in the office, Wednesday and Friday from home.
Reports to: Head of Marketing
Guides: Content Creators
Company
Bell & Bone is a premium Australian pet dental and everyday pet care brand. The brand turns preventive health into a daily ritual that owners and pets look forward to. It is founder-led, Australian-made, and meat-first, positioned between treat and health, elevated and accessible, preventative and warm.
The business has over 700 stockists, national distribution through major pet speciality retailers, thousands of five-star reviews, a named vet credibility anchor, and eight years of product development behind the range. The online store is the largest single revenue stream. The next phase includes scaling paid social, supporting new brand launches, growing the cat business, and building toward international expansion.
Context
Bell & Bone has a growing paid and organic presence across Meta and TikTok. Campaign creation, execution, and reporting are the responsibility of the Performance & Analytics Executive. This role is the creative and strategic engine behind those campaigns: what gets made, why, how it is tested, and what the results mean.
The Creative & Performance Strategist sits as the strategic layer between the Head of Marketing, the Creative Lead, and the content team, and gives day-to-day direction to the Content Creators. The role covers Bell & Bone, across dogs and cats, and a new brand launching within 12 months.
Key responsibilities
Must-have criteria
Hybrid: Monday, Tuesday, and Thursday in the office, Wednesday and Friday from home.
Reports to: Head of Marketing
Guides: Content Creators
Company
Bell & Bone is a premium Australian pet dental and everyday pet care brand. The brand turns preventive health into a daily ritual that owners and pets look forward to. It is founder-led, Australian-made, and meat-first, positioned between treat and health, elevated and accessible, preventative and warm.
The business has over 700 stockists, national distribution through major pet speciality retailers, thousands of five-star reviews, a named vet credibility anchor, and eight years of product development behind the range. The online store is the largest single revenue stream. The next phase includes scaling paid social, supporting new brand launches, growing the cat business, and building toward international expansion.
Context
Bell & Bone has a growing paid and organic presence across Meta and TikTok. Campaign creation, execution, and reporting are the responsibility of the Performance & Analytics Executive. This role is the creative and strategic engine behind those campaigns: what gets made, why, how it is tested, and what the results mean.
The Creative & Performance Strategist sits as the strategic layer between the Head of Marketing, the Creative Lead, and the content team, and gives day-to-day direction to the Content Creators. The role covers Bell & Bone, across dogs and cats, and a new brand launching within 12 months.
Key responsibilities
- Set the paid creative strategy across Meta and TikTok for Bell & Bone and the new brand, with separate strategies for each brand, each platform, and the dog and cat audiences within Bell & Bone.
- Build and maintain audience and persona research, with a clear understanding of who sees each ad and why.
- Develop ad concepts, including scripting, creative angles, hooks, and format selection.
- Decide what concepts to test, in what volume, against what hypothesis, and for which audience. Campaign execution is the responsibility of the Performance & Analytics Executive.
- Work with the Performance & Analytics Executive on campaign economics, tracking first-purchase AOV against blended, monitoring CPA viability, and flagging when a strategy is not working commercially.
- Review creative performance each week across views, watch time, CTR, CPA, ROAS, and engagement.
- Brief and direct content creators on execution, including what to film, how to frame it, and the thumbstop moment, and produce on-set for larger campaigns.
- Set organic social strategy for Instagram, Meta, and TikTok, guiding creators on what to produce.
- Translate high-performing organic content into paid creative for cold audiences.
Must-have criteria
- A thorough understanding of Meta paid social: how campaigns are structured, how the algorithm responds to creative, and what the data means. Able to read and brief at an expert level. Day-to-day campaign running is not required.
- TikTok creative strategy: understands what performs on TikTok and why, and can brief platform-native concepts.
- Campaign architecture: ecosystem ads, learning phase management, funnel structure across cold, warm, and convert, retargeting audience building, and Video Views feeding conversion campaigns.
- Budget decisions and unit economics: first-purchase AOV against blended AOV, what CPA makes a campaign viable, and identifying when a strategy is mathematically broken before it launches.
- Creative development and direction: scripting ads creatively and strategically, understanding what drives visual cut-through, and leading shoots as producer.
- Able to analyse creative performance and explain what drove results.
- Able to brief and direct creators and production partners.