Creative Lead, Copy (Remote Canada)

THE ROLE

Directive is a revenue-first marketing consultancy built to serve B2B SaaS, enterprise technology, industrial, and commerce brands. We don’t make things look good for its own sake. We build visual systems that hold up under the pressure of performance channels, complex professional services positioning, and a buying audience that starts with a CMO and ends with a CFO.

We are looking for a Creative Lead who will translate Moments that Matter into creative territories, messaging hypotheses, campaign concepts, headlines, CTAs, and copy direction that designers can execute against. The Associate Creative Director will bring senior-level creative judgment to work that is fast-moving, digital-first, and tied directly to business outcomes. This person will not simply wait for polished briefs or execute one-off design requests. They will help shape the ask, identify stronger creative angles, and translate strategic inputs into assets that feel clear, compelling, and differentiated. They will represent creative in strategic new-business and portfolio-sales opportunities, help build speculative and portfolio creative, and support Directive’s move toward campaign-style case studies that can drive account growth and new revenue.

This is an individual contributor role — no direct reports — but the work will be high-visibility and the standard will be high. The ideal candidate is copywriting-led and campaign-minded. They should have enough executive presence to participate in client and leadership conversations, but remain hands-on enough to write copy, review briefs, develop messaging territories, and shape creative direction without needing a fully staffed creative team around them. They should understand performance creative as a system of hypotheses, tests, learnings, and scalable winners—not just brand execution or asset quality.

Success means helping Directive replace deliverable-based requests with campaign briefs grounded in business objectives, buyer insight, test variables, and success metrics. The ACD should raise the quality of creative thinking before work reaches production, improve how Directive communicates to technical and enterprise buyers, and create the foundation for a scalable performance creative practice.

WILL OWN

Campaign Strategy

The Creative Lead owns the idea, message, and creative direction before production begins — and helps prove that better campaign thinking can create better performance, stronger pitches, and more creative revenue.

• Support new-business and portfolio-sales opportunities with speculative creative, campaign narratives, and stronger creative presence in strategic pitches.
• Create the foundation for Directive’s strategic creative approach.
• Primary responsibility is creative direction, campaign concepting, messaging strategy, and performance copy direction.
• Turns campaign and creative briefs into territories, concepts, hooks, headlines, CTAs, landing-page narrative direction, and message sequencing.
• Partners with designers by giving them a strong concept and copy direction to execute against.
• Builds the early proof points, examples, and campaign-style case studies needed to support future creative revenue growth.

WHAT SUCCESS LOOKS LIKE

30-day success signal: Internal teams understand why this role exists, what it owns, and how creative requests should start shifting from asset asks to campaign briefs.

• Audited current creative requests, briefs, production workflows, pitch materials, and performance creative examples.
• Met with Creative Production, Paid Media, Growth, Sales, Account leadership, and executive stakeholders to understand opportunities.
• Defined what a “good” campaign brief needs to include before work enters production.
• Created a first draft of the campaign creative brief template tied to Moments that Matter / Stratos.
• Identified 2–3 priority use cases where the new model can prove value quickly, such as strategic account pitches, paid social campaigns, ABM campaigns, or portfolio-sales opportunities.
• Produced at least one example of a stronger campaign territory or messaging direction from an existing work.

90-day success signal: Directive can point to live examples where creative strategy made the work sharper before production began, and stakeholders feel the new process is improving clarity, quality, and pitch readiness.

• Run several real briefs through a campaign-level creative process: insight, hyp…