Principal Video Creative Lead

About the team

The Video Team is a group of cinematographers, editors, motion designers, and creative leads at HubSpot that reports into the larger Creative Team within Marketing. Our mission is to inspire, entertain, and empower our global audience by creating original, engaging video experiences that drive measurable business results. Responsible for producing videos that advance the HubSpot brand and drive customer acquisition, the team’s work is viewed by millions globally across all major digital platforms.

Our videos span the entire marketing funnel – from brand awareness campaigns to performance-driven ads, product demonstrations, educational content, and social media storytelling. Located within Marketing, this creative team partners closely with designers, marketers, and producers to develop videos that ladder up into multiple key strategies and plays. 

About this role

HubSpot is looking for a Principal Video Creative Lead to spearhead our video advertising initiatives and elevate our performance marketing capabilities through world-class creative. This is a hands-on creative role where you’ll personally execute high-impact video ads while also setting the creative vision and standards for our video advertising efforts.

As a Principal Video Creative Lead, you will be the driving force behind our video advertising strategy, bringing deep expertise in performance creative, direct response advertising, and multi-platform video campaigns. You’ll own the entire creative process for high-impact video ads, including initial concepting, filming, editing, performance optimization, and everything in between. This role requires someone who gets energized by both creating the vision and doing the work. You understand that great video ads require both strategic thinking and flawless execution. 

The right person for this role is a maker at heart – someone who can present a strategy to executives in the morning and spend the afternoon color grading footage. You’re equally comfortable whiteboarding concepts with stakeholders and solo-editing. Your expertise spans from creative strategy to technical execution, and you take pride in personally crafting every aspect of the videos you create.

In this role, you’ll get to:

• Develop the strategy, creative vision, and execution process for all video advertising campaigns, partnering with performance marketing teams to deliver on aggressive targets while maintaining brand integrity
• Provide creative direction and feedback across the team, reviewing work to elevate concepts while ensuring brand consistency and performance objectives are met
• Set and maintain quality benchmarks for video advertising, conducting creative reviews at key milestones to ensure excellence
• Personally conceptualize, storyboard, shoot, edit, color correct, and deliver finished video ads that drive measurable results across all platforms
• Leverage a variety of different AI tools for all stages of the production process
• Build scalable systems for rapid video ad production, including templatization, modular creative approaches, and efficient workflows for high-volume testing
• Develop platform-specific creative and strategic approaches tailored to each channel’s unique features, audiences, and best practices
• Film and direct on set, including lighting setup, camera operation, talent direction, and B-roll capture to meet creative vision and performance goals
• Craft compelling edits with performance in mind, testing multiple hooks, optimizing pacing, and creating variations for A/B testing
• Design and implement comprehensive creative testing frameworks, analyzing performance data to identify winning concepts and iterate rapidly
• Lead cross-functional collaboration with teams throughout Marketing to align video ads with broader company objectives
• Mentor and develop Video Team members in advertising best practices, fostering experimentation, data-driven decision making, and creative excellence
• Innovate with AI and emerging technologies, including dynamic creative optimization to enhance production efficiency and creative capabilities at scale
• Own video advertising metrics, including view rates, engagement, CTR, and conversion metrics, consistently improving performance quarter over quarter
• Champion creative best practices, stay ahead of industry trends, and establish HubSpot as a thought leader in performance creative

We’re looking for people who:

• Have 8-10+ years of hands-on video production experience with at least 5 years focused on video advertising
• Possess deep expertise in creating video ads that convert, with proven track record of campaigns that exceeded performance targets
• Understand the full video advertising ecosystem—programmatic, social, YouTube, CTV/OTT—from strategic and execution perspectives
• Have proven experience providing creative direction and leading review sessions that elevate work and build team confidence while pushing excellence
• Demonstrate strong creative judgment, knowing when to iterate versus when to ship
• Can demonstrate expert-level proficiency in the full Adobe Creative Suite – particularly Premiere Pro – with the ability to execute complex edits independently
• Have experience with AI-powered video tools, including generation, personalization, and automation technologies
• Have hands-on performance creative expertise: hook optimization, creative testing, platform-specific strategies
• Are technical masters across every production aspect: concepting, storyboarding, directing, shooting, editing, color, sound
• Have managed high-volume creative production with multiple stakeholders and varying budgets
• Can effectively prompt and direct AI tools for storyboarding, video generation, and automated localization
• Possess strong data literacy to analyze performance metrics, A/B tests, and attribution data
• Understands audience segmentation and can create tailored content for different personas and funnel stages
• Are proficient with industry-standard and emerging AI creative tools
• Have proven leadership experience mentoring creative talent and articulating creative decisions to stakeholders at all levels 
• Stay current with advertising platforms, creative formats, and industry best practices
• Have a portfolio demonstrating successful campaigns with measurable results and a strategic rationale
• Have experience with the technology sector, creative, SaaS marketing, and/or B2B advertising