Yes Madam - Associate Creative Director - Growth

Job Description :

Role : Associate Creative Director - Growth (Performance Creative & Design)

Department : Digital Marketing

Reports to : Creative Director

Direct Reports : Copywriting Team, Production Team, Design Team, Editing/Post-Production Team

Location : Noida, India (On-site)

Type : Full-Time

About the Role :

This is a dual-natured leadership position at Yes Madam, part strategist, part maker. You will serve as the Associate Creative Director for Performance Creative, owning the entire creative pipeline from insight to execution, while simultaneously being the senior-most visual designer on the team who personally produces high-performing static ad creatives.

You will sit at the intersection of data and design. On one hand, you will partner closely with the Performance Marketing team to decode acquisition metrics (CAC, CTR, VTR, Hook Rate, Hold Rate, Click-to-Install), diagnose what is working, why it is working, and translate those learnings into a creative strategy that lowers customer acquisition cost. On the other hand, you will lead the design team from the front, building the static performance ads yourself and establishing the visual standard for the entire function.

You will also be responsible for building and operationalising a Gen AI module, creating systems and workflows that use generative AI tools to automate creative production at scale, from ideation to output. Critically, you must bring a sharp understanding of what kinds of scripts work across performance ads, UGC content, and influencer-led films and know that the craft of scripting is different for each.

What You Will Own :

A. Performance Creative Strategy :

- Collaborate with the Performance Marketing team weekly to review campaign data (CAC trends, CTR/VTR benchmarks, Hook and Hold rates, click-to-install conversion) and translate findings into creative hypotheses.

- Own the diagnosis cycle: identify which creative formats, hooks, visual styles, and copy frameworks are driving efficient acquisition vs. inflating cost.

- Build and maintain a living creative performance playbook cataloguing what works, in which category, and why, so the team operates on evidence rather than instinct.

- Drive a test-and-learn agenda: design structured A/B and multivariate creative experiments, define success criteria upfront, and feed learnings back into the production pipeline.

B. Team Leadership :

- Directly manage and mentor the Copywriting, Production, Design, and Editing/Post-Production teams, setting quality bars, reviewing output, and removing blockers.

- Run creative reviews, daily stand-ups or weekly syncs as appropriate, and ensure the team operates with discipline, ownership, and mutual respect.

- Be a leader with decorum and sensibility, someone the team looks up to not just for craft but for conduct. You set the culture of the room.

- Own resource planning and workload balancing across all four functions to ensure timely delivery without burnout.

C. Gen AI Systems & Automation :

- Design, build, and operationalise a Gen AI module for the creative team covering AI-assisted ideation, copy generation, image generation, background removal, resize automation, and any other workflow that can be systematised.

- Stay current with the latest AI tools (Midjourney, Runway, Firefly, DALLE, ChatGPT, custom GPTs, ComfyUI, etc.) and evaluate them for production-readiness.

- Create SOPs and training documentation so the broader team can adopt AI workflows independently.

- Establish quality gates to ensure AI-generated output meets brand and performance standards before going live.

D. Script Strategy - Performance, UGC & Influencer :

- Have a strong working understanding of what makes a script convert across formats (performance ads, UGC-style content, and influencer-led films) and know that the script structure for each is fundamentally different.

- For performance scripts: understand hook construction, the persuasion arc from problem to payoff, CTA timing, and how script structure directly impacts Hold Rate and click-through. Know that a performance script is a persuasion argument, not a story.

- For UGC scripts: know how to write for authenticity (conversational tone, first-person framing, objection handling disguised as personal testimony, and the balance between scripted structure and unscripted feel that makes UGC believable).

- For influencer content: understand how to brief creators with enough structure to protect the message but enough flexibility to preserve their voice. Know when to give a verbatim script vs. a talking-points framework vs. a situation setup.

- Own the script review process across all three formats; ensure every script that goes into production has a clear hypothesis it is testing, a defined hook, and a reason to believe the viewer will act.

- Build a script performance library over time tagging scripts by format, hook type, persuasion device, and outcome so the copywriting and production teams can reference what has actually worked rather than starting from scratch.

Functional Competencies (Non-Negotiable) :

- Adobe Premiere Pro : 5+ years of hands-on experience; you should be able to jump into an edit timeline and fix things yourself.

- CorelDRAW : Proficient for print and layout work.

- Adobe Illustrator : Advanced vector design, iconography, and brand asset creation.

- Motion Graphics : Working proficiency in After Effects or equivalent; ability to create and direct animated ad creatives.

- Static Ad Design : Expert-level skill in Photoshop / Illustrator / Figma for performance creatives; this is your primary IC deliverable.

- Gen AI Tools : Hands-on experience with at least 3 - 4 generative AI platforms for image, copy, or video; ability to build reusable workflows, not just one-off prompts.

- Scriptwriting & Content Formats : Demonstrated understanding of script structures for performance ads, UGC, and influencer content; ability to write, review, and brief across all three formats with a clear performance lens.

Who You Are :

- 8 - 12 years of experience in creative/design roles, with at least 3 years in a leadership capacity managing multi-disciplinary creative teams.

- You have worked in performance marketing environments (D2C, app-first, or e-commerce) and understand that creative is a growth lever, not just a brand exercise.

- You think in frameworks, not just aesthetics. You can articulate why a creative worked, connect it to a metric, and replicate the principle.

- You are fluent in the language of performance: CAC, ROAS, funnel metrics, attribution windows, and creative fatigue, and you can hold your own in a room full of media buyers.

- You have a feel for scripts; you can read a performance ad script and tell whether the hook will hold, whether the UGC script sounds real or rehearsed, and whether an influencer brief gives enough room for the creator's voice without losing the message.

- You are comfortable being both the person who leads the meeting and the person who opens Illustrator at 10 PM to finish a creative that needs to go live tomorrow.

- You lead with calm authority. You don't need to raise your voice to command a room. Your team respects you because you earn it through craft, through fairness, and through showing up.

- You are genuinely excited about AI not as a buzzword but as a multiplier. You have already been experimenting, and you want to build systems, not just use tools.

What Success Looks Like in the First 90 Days :

- Full audit of the current performance creative library catalogued by category, format, and metric performance with a clear recommendation deck on what to scale, kill, or test.

- A functioning weekly rhythm with the Performance Marketing team: shared dashboard, joint creative briefs, and a feedback loop that actually closes.

- At least one Gen AI workflow operationalised and adopted by the team with measurable time savings documented.

- The design team has a new quality bar for static ads visible in output, not just in a guideline document.

- You have earned the trust of every team lead reporting to you through 1:1s, through feedback, and through rolling up your sleeves alongside them.

Yes Madam | Content & Creative Team :

This role reports directly to the Creative Director and is central to the company's mission of lowering CAC through smarter, faster, and more effective creative.

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