Ex-video editor turned Performance Creative Director who's built and run creative systems at scale for top DTC brands — here to sharpen yours.
Josiah Coe started as a video editor and worked his way into one of the harder roles in DTC, Director of Performance Creative: the person accountable for creative performance, quality, and volume. He built the performance creative teams and systems at MaryRuth's, The Absorption Company, G.O.A.T. Foods, and now, Llama Naturals — building the instinct for what actually moves paid media. His core thesis is simple: you don't need better creative, you need a lot of better creative. That means real systems, real data feedback loops, and a team that can produce at pace without losing signal. He also founded Metric Minded to share that framework with other operators. Book a call with Josiah to: 1. Build a high-volume creative testing system. 2. Train a creative team to read and act on data. 3. Pressure-test your creative strategy for paid ads. 4. Structure performance creative roles and hiring. 5. Move from one-off ads to a repeatable creative process.
DTC/e-commerce brands scaling paid social
Marketing leads building an in-house creative team
Founders who produce ads but don't have a testing system
Llama Naturals
Metric Minded
Absorbmore
GOAT Foods
MaryRuth Organics · 2022 – 2025
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