Jess
Roush
Creative Strategist
I'm Jess Roush, a UGC creator turned creative strategist with a background that's a little unconventional, and I think that's exactly the point.
Before I started making content, I spent years in outside sales, where I learned that the difference between a yes and a no usually comes down to one thing: knowing what emotionally moves someone to act, not just what they need, but what they believe they need.
I carried that into content creation, and it changed how I approach everything. I don't just make videos, I think about who's watching, what they're feeling, and what would make them stop, trust, and act.
I'm currently completing Motion's Creative Strategy Certification, where I'm sharpening the strategic frameworks to match the instincts I've built on the ground as a creator.
I'm based in the Pacific Northwest and work with DTC brands and agencies who want a strategic partner that understands both sides of the creative process.
jess@jessroushcreative.com
Strategic Projects
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Strategic Projects 〰️
Turning the homeowner voice into a B2B acquisition engine
Creative strategy, concept development, and scripting for Ride the Wave. A Facebook group lead generation service for home service contractors.
Client: Ride The Wave | Audience: Home service business owners |
My role: Concepting, hooks, scripting, talent | Platform: Meta (Facebook/Instagram)
Strategic Thinking
The insight: flip the POV
Most B2B service ads talk at the business owner: here's the problem, here's our solution, here's the price. I took a different approach: speak as the customer they're trying to reach.
As a homeowner and real RTW customer persona, I could narrate the exact behavior RTW's product exploits. Not "here's why Facebook groups work" but "here's what I actually do when I need a contractor", and then let the business owner connect the dots themselves.
"If that's how homeowners are making decisions, shouldn't businesses be showing up in these communities?"
This POV shift does two things: it sidesteps skepticism (a homeowner has no reason to lie) and it triggers a recognition moment in the viewer. They've seen the Facebook group posts. They've just never thought of being the one getting recommended.
Each of the five concepts was built around a different hook mechanic to test what angle of that core insight landed hardest; direct address, visual proof, contrast storytelling, text-on-screen loop, and behavioral observation.
The Brief
A B2B product that sounds like it could be spam
Ride the Wave helps home service contractors generate organic leads through strategic Facebook group participation; no ads, no cold outreach, just authentic community presence. The results are real: clients have seen 82–163 leads per engagement, with customer acquisition costs a fraction of traditional digital advertising.
The challenge: the target audience (contractors spending on Google and Meta ads with declining returns) is skeptical of anything that sounds like another marketing pitch. The ads needed to earn trust fast, and the most credible voice in the room wasn't RTW. It was the homeowner.
Performance & Ad Set Results
A selection of these concepts ran as part of a three-creator ad set test on Meta. My ad set (Mix 3) outperformed both other creator variants on every volume metric.
The campaign is ongoing. Metrics displayed are from May 15th. 2026 to May 27th, 2026. Downstream conversion data (booked calls, closed deals) is still accumulating across all ad sets and will be added as results are reported.
36,709
Impressions (highest of 3 ad sets)
7,859
Unique reach (highest of 3 ad sets)
615
Link clicks (2.4x the next creator)
$2.218
Ad spend for this
period
The Takeaways
What the data suggests & what I'd test next:
My ad set drove significantly more top-of-funnel volume than the other two creator variants. A few hypotheses about why, and what I'd explore next:
The homeowner POV likely drove stronger scroll-stop behavior because it's an unexpected voice for a B2B ad. It breaks the pattern of what a contractor expects to see in their feed.
With five concepts running, the next step would be isolating which hook mechanic drove the most link clicks to identify the strongest angle for iteration, likely the contrast story or the visual proof concept.
The text-on-screen loop formats (concepts 4 and 5) are built to reward rewatch. I'd want to look at video completion rate and replays to evaluate whether that loop mechanic is holding attention.
If click-to-conversion rates are lower than expected, the landing page experience is worth auditing. High CTR with soft conversions often points to a message mismatch between ad and landing page, not a creative problem.
Huel: Finding the Untapped Buyer
Brand Audit + Creative Strategy
Tools: Motion App, Runneth AI, Meta Ad Library
Brand: Huel
Category: Meal replacement/Nutrition
Tools: Motion App, Runneth AI, Meta Ad Library
The Brief
Huel is the category leader in nutritionally complete meal replacement, with $335M in revenue, 584 active paid social creatives, and a pending $1.1B acquisition by Danone. At this scale, the strategic question isn't "how do we get more visibility", it's "who are we not talking to, and what would it take to reach them?"
This project used a three-part research framework to find out.
1.
The untapped persona
The self-deprioritizing millennial woman is nowhere in Huel's creative. Her micro-moments are the most emotionally resonant in the category.
2.
The motherhood moment
"I feed everyone but myself" has zero creative representation across all four competitors. The highest-resonance trigger has never been made into an ad.
3.
Cost-per-meal proof
This audience mentally audits every purchase. An explicit cost comparison gives her the permission structure she needs to buy. No competitor is running it.
4.
Body congruence over diet culture
"Your gym game is dialed. Your nutrition should be too" speaks to her effort without triggering diet-culture resistance.
5.
Peer proof over expert proof
She trusts women who look like her reporting specific, verifiable outcomes over nutritional credentials or influencer codes. The category is built on expert proof. The whitespace is peer proof.
The recommendation
POV / Day-in-the-life video
The format no competitor will see coming.
The scene: her kitchen after the kids leave. The gym bag she packed but the lunch she forgot. The fridge she stares into at 1:45pm knowing she has four minutes before the next thing.
"You already take care of everyone. Here's the 60-second version of taking care of you."
Not aspirational. Not preachy. Just the wry, self-aware recognition that she responds to because every other brand is talking to people who want to be healthier. The whitespace is the woman who already knows exactly what she needs, and has just made herself last on the list.
The Takeaway
Huel doesn't have a reach problem. It has a recognition problem. The highest-value customer in this category is already looking for a solution, she just hasn't seen an ad that proves Huel understands her life. That's the opportunity.
Boosting Engagement & Conversions for Sundays
UGC-style video ad – scripted, performed, and edited by me
Overview
I created a UGC-style video ad for Sundays For Dogs, handling the scripting and editing. The goal was to highlight the benefits of their human-grade dog food and show how it solves common pet owner challenges, while driving engagement, clicks, and conversions through relatable storytelling.
Client & Challenge
Client: Sundays For Dogs
Challenge: Many pet owners struggle with finding a convenient, high-quality food option for their dogs—something free from additives or synthetics, but still tasty and easy to serve. Sundays needed authentic content that spoke directly to these pain points in a relatable way.
Strategy & Approach
Platform: Facebook & Instagram paid ads
Content Style: UGC-style, relatable storytelling
Video Length: 30 seconds, optimized for mobile
Creative Focus: Human-grade quality, zero additives, delivery convenience, and flavor dogs love
Tools Used: Scripted and edited video in CapCut
Scripted the ad around a common pain point: my own dogs’ gut and digestion issues and the lack of time to prep meals
Positioned Sundays For Dogs as the solution: high-quality ingredients, convenience, and great taste
Edited the final video with engaging cuts, captions, and hooks to grab attention in the first 3 seconds
Delivered polished content tailored for use in paid campaigns
Execution
Results After 3-Month Campaign
Metric
Performance
CTR (Click-Through Rate)
CVR (Conversion Rate)
Engagement Rate
Watch Time
ROAS (Return on Ad Spend)
1.3%
2.8%
4%
22 sec
2.4x