Testing Ad Creatives in B2C Teams

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Performance Marketing Manager / Performance Marketer

Growth Marketing Manager / Growth Marketer

Head of Marketing / Marketing Director / VP Marketing

I haven't been involved in the past 3 months

Choosing which concepts are worth testing

Preparing briefs for designers or the creative team

Searching for ideas, hooks, or concepts for creatives

I'm not involved in working with ad creatives

Deciding which creatives to scale or stop

B2C — we sell products or services to end consumers

B2B2C — we work through businesses, but the end user is a consumer

We work with both B2C and B2B roughly equally

Early-stage startup — searching for product-market fit

Mature business that continues to grow actively

Mature, stable business without active growth

It's the primary channel for acquiring new customers

It's a supplementary, but not primary, channel

An in-house team does most of the work, but we occasionally bring in an agency or freelancers

Work is split roughly evenly between an in-house team and an agency

An external agency does most of the work, with the in-house team coordinating

We don't have a dedicated performance marketing function