Creative Strategist

About Ordinary Folk

Ordinary Folk is a consumer healthcare company building a better way for people across Asia to manage their health.

Through Noah, our men's health brand, and Zoey, our women's health brand, we have served more than 200,000 patients across Singapore, Hong Kong and Japan. We support people across chronic and recurring conditions including sexual health, hair loss, weight management, hormonal health and fertility.

Too often, getting care for these conditions is fragmented, inconvenient or uncomfortable. We use technology to bring consultations, treatment, pharmacy fulfilment and ongoing support into one connected experience, making it easier for patients to start care, stay on treatment and take better control of their long-term health.

Our ambition is to become the leading consumer healthcare company in Asia. That means building brands people trust, experiences people can navigate and care that continues long after the first consultation.

About the Role

We are looking for a Creative Strategist who can find the insight, message or idea that makes someone stop, feel understood and take action.

You will own the creative strategy for a specific brand, condition and market, such as Noah Sexual Health in Singapore. That means getting close to the patient: how they think, what they are reluctant to say, what has stopped them from seeking care and what might finally earn their trust. You will turn those insights into positioning, campaigns, hooks, scripts, landing pages and lifecycle journeys.

You will work in a focused pod with a Content Producer and a Performance Marketer. You lead the thinking behind the work: who we are speaking to, what we should say and what we should test next. The Content Producer brings those ideas to life, while the Performance Marketer distributes, optimises and scales them. You stay close to both, from the first hypothesis through to what the performance data teaches us.

This is a role for someone who cares about culture, language and human behaviour as much as commercial outcomes. One week, you may be developing a new campaign territory. The next, you may be rewriting a landing page, shaping a video script or working out why a promising idea failed to convert. You will have the freedom to form a point of view, put it into market and see whether it changes behaviour.

The categories we work in are personal, emotional and often difficult to discuss. That is what makes the work interesting. Your job is not simply to make more advertising. It is to make healthcare feel more understandable, relevant and worth acting on.

What You'll Own

Customer and Market Insight

• Become the person in the company who understands your condition and the Singapore market most deeply
• Study patient language, needs, anxieties, objections, motivations, search behaviour and cultural context
• Turn research, customer conversations and performance data into clear audience, positioning and messaging frameworks
• Develop a strong point of view on why patients choose, delay, discontinue or return to treatment

Positioning, Messaging and Creative Strategy

• Define the proposition and messaging for your brand, condition and market
• Originate campaign territories, angles, offers, hooks and content concepts
• Build a creative testing roadmap with clear hypotheses and learning goals
• Write sharp copy across paid ads, landing pages, scripts, emails and other patient touchpoints
• Ensure every piece of creative is grounded in a real customer insight and has a clear job to do

Creative Development and Direction

• Turn strategies into clear, inspiring briefs for the Content Producer
• Direct creative production across static design, short-form video, motion, email and web
• Review and iterate on work until it is ready to ship
• Maintain a high creative bar without losing speed or commercial focus
• Build on what works while continuing to test new ideas, formats and points of view

Conversion and Lifecycle

• Shape the patient journey from landing page through consultation, purchase, onboarding, retention and win-back
• Own landing-page strategy, structure, copy and testing, working with Product and Engineering on implementation
• Design lifecycle journeys and write messaging across email and other channels
• Use Customer.io or similar tools to implement, test and improve flows
• Identify where patients are dropping out or losing confidence, then improve the experience

Performance Learning and Growth Collaboration

• Partner with the Performance Marketer to understand what is driving CAC, ROAS, conversion, revenue and CM3
• Translate channel and campaign performance into new creative hypotheses, messaging decisions and funnel improvements
• Recommend which creative ideas should be iterated, retired or expanded based on evidence
• Bring clear learning goals to every test and document what the team learns
• Contribute creative and customer insight to channel strategy without owning media buying or budget allocation

Organic, Partnerships and Brand Growth

• Identify where creators, influencers, partnerships, PR or organic content can unlock trust and demand
• Develop initiatives that are relevant to your condition and market, rather than treating them as separate brand exercises
• Build community engagement where it can genuinely improve acquisition, education or retention

Pod Leadership and Learning

• Set clear creative priorities and maintain a strong working rhythm with the Content Producer and Performance Marketer
• Present insights, decisions and next actions to the Head of Marketing
• Document what is working so it can be applied by other market pods
• Share learnings through condition and country guilds

What You Bring

Must-haves:

• 4 to 7 years of experience in creative strategy, growth marketing, brand strategy, performance creative or a role combining these disciplines
• A proven record of turning customer insight into creative work that produced measurable commercial results
• Exceptional copywriting ability across ads, landing pages, scripts and lifecycle messaging
• Strong creative taste and a clear point of view; you can recognise work that is polished but forgettable
• A strong understanding of paid media formats and how creative performs across Meta, Google, YouTube and TikTok
• Commercial fluency across CAC, ROAS, CM3, conversion rates, LTV and cohort performance
• The ability to interpret performance data and turn it into better creative, messaging and customer journeys
• Exceptional written English and the ability to write naturally for Singapore audiences
• Comfort operating with autonomy, pace and ambiguity

Nice-to-haves:

• Experience in healthcare, wellness, DTC or subscription businesses
• Familiarity with Customer.io or a similar lifecycle marketing platform
• Experience managing creative production pipelines
• Understanding of healthcare advertising regulations in Singapore or the wider APAC region
• Experience working closely with performance marketing teams
• Experience working in an early-stage company, pod or squad structure
• Fluency in an additional language commonly spoken in Singapore

Details

• Location: Singapore (on-site)
• Type: Full-time
• Reports to: Head of Marketing
• Compensation: Competitive salary and equity, commensurate with experience