Performance Creative Strategist & Copywriter, Demand Generation

<p>Toast creates technology to help restaurants and local businesses succeed in a digital world, helping business owners operate, increase sales, engage customers, and keep employees happy.</p> <p>Toast is building a modern demand engine, and creative is one of its most powerful growth levers.</p> <p>As a founding member of AdLab, you will architect and scale Toast’s creative demand system. This role sits at the intersection of storytelling, performance science, creative operations, and copywriting. You will design and drive the frameworks, experimentation roadmap, and modular content systems that turn narrative into measurable pipeline growth.</p> <p>You will influence what types of brand work gets produced upstream and how it’s versioned at scale for demand generation. You will drive the creative testing roadmap specifically designed for demand channels, oversee core relationships with video production agencies, and help architect the system that powers all of the above.</p> <p><strong>A day in the life (Responsibilities): </strong></p> <p><strong>Creative Systems Architecture</strong></p> <ul> <li>Design and evolve Toast’s creative testing and iteration framework across paid and demand gen channels.</li> <li>Build scalable, modular creative systems that enable high-velocity experimentation without sacrificing brand integrity.</li> <li>Develop and maintain a taxonomy of hooks, angles, value propositions, and proof structures that can scale across verticals and segments.</li> <li>Establish creative best practices that can be applied globally while adapting to channel nuance.</li> </ul> <p> </p> <p><strong>Demand Generation Creative Strategy Copywriting </strong></p> <ul> <li>Oversee the demand generation creative experimentation roadmap, shaped by PMM-led hypotheses performance-driven insights </li> <li>Shape demand narratives aligned to priority Category Entry Points </li> <li>Brief, script, and manage external UGC agencies. You own the "Human Cred" pillar from script to final cut.</li> <li>Ensure continuity from ad creative to landing experience in partnership with CX and Web teams.</li> <li>Translate brand campaigns into performance-native expressions that drive measurable outcomes.</li> <li>Own performance copy across critical surfaces, including ads, email, and web </li> </ul> <p><strong>Structured Experimentation Iteration</strong></p> <ul> <li>Lead a rigorous hypothesis → test → learn → scale loop across demand channels.</li> <li>Translate performance insights into clear creative direction and optimization plans.</li> <li>Combat creative fatigue through systematic experimentation.</li> <li>Build a repeatable roadmap for creative velocity that drives continuous improvement in CAC efficiency and pipeline contribution.</li> </ul> <p><strong>Insight Leadership Cross Functional Partnership</strong></p> <ul> <li>Partner with Media, Analytics, and Creative teams to evaluate creative impact and incrementality.</li> <li>Contribute to demand forecasting conversations through creative performance insights.</li> <li>Partner with Brand, Production, and agency teams to inform shoot briefs and modular content capture from day one.</li> <li>Ensure productions are architected for downstream performance versioning and iteration.</li> </ul> <p><br><strong>What Success Looks Like:</strong></p> <ul> <li>You build a scalable creative operating system that drives measurable improvements in CAC and pipeline growth.</li> <li>You develop a modular content approach that multiplies output without multiplying cost.</li> <li>You help build a living creative knowledge base that informs messaging across demand and brand.</li> <li>You architect structured, high-velocity experimentation and iteration.</li> <li>You help build demand-focused-creative that feels unmistakably Toast while outperforming benchmarks</li> </ul> <p><strong>What you'll need to thrive (Requirements):</strong></p> <ul> <li>5–8+ years in creative strategy, demand generation, or perf ... (truncated, view full listing at source)