Performance Creative Lead

About Lyka

Founded in 2018 by Anna Podolsky, Lyka was inspired by a personal journey to improve her dog's health through better nutrition. Partnering with COO Gabriel Guedes and Integrative Veterinarian Dr. Matthew Muir, they created a veterinary-formulated pet food brand emphasizing real ingredients and gentle cooking methods. Lyka offers a flexible subscription service delivering fresh meals that have enhanced pet health, such as improving gut function, energy, mobility, and coat quality. From its origins as home-cooked meals, Lyka has grown into one of Australia's fastest expanding consumer brands with offices in Sydney and Melbourne, three advanced food production sites, and a nationwide reach.

Role Overview

The Performance Creative Lead will be pivotal in transforming Lyka's creative production from ad hoc campaigns to a continuously running, data-driven performance engine. This role blends creative insight with analytical rigor to drive paid channel growth. Reporting to the Creative Director and collaborating with the Senior Creative Producer and Performance Marketing teams, the incumbent will develop compelling creative strategies that convert, leveraging data to refine and optimize messaging across paid media platforms.

Key Responsibilities

• Manage Lyka's continuous performance creative workflow across brief, testing, and iteration stages.
• Craft creative concepts and hypotheses that support ongoing experimental testing on multiple paid channels.
• Write persuasive hooks, scripts, call-to-actions, and copy variations for video, static, and motion advertisements.
• Work closely with the Performance Marketing team to extract customer insights and campaign data, establishing a dynamic creative testing roadmap.
• Analyze creative outcomes to iterate and evolve top-performing assets into diverse formats and campaigns rapidly.
• Lead creative direction for quarterly flagship photoshoots and collaborate with production teams to build a scalable asset library.
• Oversee a steady delivery of video, static, and motion content supporting customer acquisition across paid channels.
• Identify and implement innovative creative opportunities, emerging trends, and AI-enhanced workflows to boost creative quality and efficiency.

Expectations and Requirements

• A minimum of 5 years’ experience producing performance-driven creative in a direct-to-consumer, e-commerce, or fast-moving consumer goods setting.
• Outstanding writing skills geared toward converting audiences through data-backed hooks, scripts, and copy.
• Proven success creating effective video, static, and motion creative campaigns across platforms such as Meta and YouTube.
• Strong commercial acumen with the ability to analyze metrics like hook rate, hold rate, click-through rate, customer acquisition cost, and return on ad spend to inform creative decisions.
• Experience briefing, directing, and producing content working alongside creatives, freelancers, and external production teams.
• A comfort level with maintaining a swift, always-on content production cycle balancing experimentation, speed, and quality.
• A proactive, curious mindset with enthusiasm for testing new creative formats, trends, and implementing AI tools for ideation and production without compromising creative standards.
• Excellent organizational, communication, and cross-functional collaboration abilities.
• A genuine passion for dogs and interest in pet health and wellbeing, aligning personal values with Lyka’s mission.

Benefits and Culture

• Opportunity to be part of an expanding startup driving pet wellness innovation and physical product growth.
• Access to ongoing learning and development with an annual budget to support personal advancement.
• Work for an environmentally responsible company that is Australia’s only carbon-negative and plastic-negative pet wellness brand.
• Join a diverse and talented team with varied backgrounds and perspectives.
• Up to 18 weeks of paid parental leave top-up.
• Resources and support for mental and physical wellbeing.
• Benefits supporting pet care including flexible arrangements for new pets, pet-friendly offices, discounts, and allowances for dog training and care.

Diversity and Inclusion

Lyka is committed to cultivating an inclusive, diverse workspace that welcomes all backgrounds. The company encourages applicants from varied communities and is responsive to accessibility needs during hiring.