ABOUT RORRA
Rorra is one of the fastest-growing brands in premium home water filtration. We're backed by scientists, like Dr. Andrew Huberman, doctors, and professional athletes, covered by Wired, Forbes, and Entrepreneur, and built around a single conviction: health begins with water. We publish every test result. We use no plastic gimmicks. We build products designed to last decades. We're just getting started.
Role Overview:
This is not a "ideas person" role. We're looking for a performance director — someone who studies what stops a scroll, dissects why an ad converts, understands the psychology behind the purchase, and builds Rorra's next winning creative from the ground up.
You'll lead direct response creative strategy across Meta, TikTok, YouTube, and programmatic channels — writing, directing, testing, and iterating until the numbers move. You believe water is one of the most important health decisions a person makes, and you're excited to communicate that to millions of people in a way that is honest, science-backed, and impossible to ignore.
What You Are:
The best creative strategists today are part psychologist, part performance marketer, part director, part researcher, part storyteller, and part systems thinker. Here's what that means at Rorra:
Part Psychologist: You understand what belief is blocking a purchase, what identity your customer is chasing, and what emotion stops the scroll. You know that people buy explanations before products.
Part Director: You have editing literacy — pacing, pattern interrupts, shot sequencing, text overlays, and audio energy shifts. A great script can die with bad pacing. You know how to prevent that.
Part Copywriter: Hooks, onramps, belief shifting, objection handling, desire building. You know what to say first — and that's strategy that AI still can't replace.
Part Analyst: You interpret media buying feedback loops. You understand why high hook rate can kill CVR, how audience awareness level changes performance, and what low CTR is really telling you.
Part Casting Director: You know which creators build trust naturally, deliver believably, and have the intuitive pacing that Rorra's audience responds to — and which ones will kill performance even with a great script.
Part Researcher: You stay ahead of platform formats, competitor moves, and cultural shifts before they become obvious trends.
What You’ll Do:
- Conceptualize and develop direct response creative for Meta (primary) with scale potential across TikTok, YouTube, and programmatic channels — statics, short-form video, UGC, founder/expert testimonials, carousels, and dynamic creative.
- Translate Rorra's science — NSF/ANSI accredited lab testing, PFAS and lead reduction, microplastic filtration, independent lab results — into clear, compelling messaging that earns trust and drives conversion.
- Apply consumer psychology to creative development: identify the awareness level, the belief that's blocking purchase, the emotional trigger, the identity aspiration — then engineer the ad around it.
- Build and direct creative with editing literacy: understand pacing, retention dips, text overlays, shot sequencing, and audio energy — because a great script can die in post.
- Work closely with designers, editors, media buyers, and our experts and creator network to align creative strategy with campaign performance goals.
- Match the right creators to the right messages — identify who builds trust naturally, who delivers believably, and who has the intuitive pacing Rorra's audience responds to.
- Leverage audience data and platform insights to shape strategy for health-conscious consumers, parents, longevity enthusiasts, performance optimizers, and clinician audiences.
- Ensure all creative is premium, transparent, and never gimmicky — Rorra's brand standard is non-negotiable.
What You’ll Bring:
- 2–3+ years in a creative strategy or direct response advertising role — consumer goods, health, wellness, beauty, or premium lifestyle preferred.
- Demonstrated success building performance-driven digital and social advertising campaigns with measurable results.
- Deep understanding of direct response principles: clear CTAs, value-driven messaging, audience segmentation, offer construction, and belief shifting.
- Exceptional storytelling and copywriting skills — you can write a hook that stops someone in 2 seconds and a script that holds them for 60.
- Editing literacy: you don't need to cut the video, but you need to understand why pacing changes performance and how to direct an editor toward a winning outcome.
- Media buying fluency: you can read feedback loops, interpret metric signals, and understand how awareness level, placement, and frequency affect creative performance.
- Proficiency with Meta Ads Manager; familiarity with TikTok Ads Manager and creative analytics tools such as Motion and Northbeam.
- Genuine curiosity about water quality, longevity, and the broader wellness space — you believe in the mission, not just the metrics.
- Hands-on content creation skills are a meaningful bonus.
Location:
- Austin, TX
- Hybrid Environment
Compensation:
- Market Competitive Base Salary - Starting at $100,000 (Dependent on Geography & Experience Level)
- Equity
- Insurance Benefits
- Bonus Eligible (Dependent on Performance)
Pay: From $100,000.00 per year
Benefits:
- Dental insurance
- Health insurance
- Vision insurance
Work Location: Hybrid remote in Austin, TX 78701
