Responsibilities

• Lead and develop an in-house paid media team responsible for Meta and Google advertising.
• Own strategy, budget allocation, creative direction, and performance across both platforms.
• Drive profitable scaling while maintaining rigorous ROAS and CAC targets.
• Oversee an in-house team managing influencer partnerships and the affiliate program.
• Build scalable systems for creator sourcing, contracting, content oversight, and performance measurement.
• Align influencer and affiliate spend with brand positioning and conversion goals.
• Manage the relationship with our Amazon agency partner, ensuring strong execution on listings, A+ content, and sponsored ads.
• Own Amazon P&L accountability and ensure the channel is growing profitably alongside DTC.
• Manage our SEO agency relationship and own the organic search roadmap.
• Ensure SEO strategy aligns with content, product, and conversion goals to drive sustainable organic growth.
• Lead the strategic launch of TikTok as a growth channel — both organic and paid.
• Build the playbook from the ground up: creator strategy, content formats, paid amplification, and measurement.
• Move fast, test aggressively, and establish TikTok as a meaningful revenue driver.
• Manage, mentor, and grow an in-house growth team spanning paid media, influencer, and affiliate.
• Partner closely with Brand, Creative, Product, and Retention teams to align growth efforts with the full customer journey.
• Report growth performance to executive leadership with clear KPIs, insights, and recommendations.

Requirements

• Proven track record of scaling DTC paid media budgets to $50M+ per year — this is non-negotiable.
• Deep hands-on expertise in Meta and Google advertising, including strategy, creative testing, and performance optimization.
• Experience managing a growth team — you know how to hire, develop, and hold a team accountable.
• Strong command of performance metrics: ROAS, CAC, LTV, MER, contribution margin, and channel attribution.
• Experience managing agency relationships for SEO and/or Amazon and holding them accountable to results.
• Comfort operating in a fast-moving, entrepreneurial environment with a bias toward execution.
• Data-driven decision-maker who balances analytical rigor with creative intuition.

Preferred

• Health and wellness DTC brands — you understand the customer mindset, regulatory sensitivities, and trust dynamics of the space.
• Dietary supplements — including compliance-aware advertising, subscription models, and high-LTV acquisition strategies.
• Hemp, CBD, or cannabis — including platform policy navigation and the unique challenges of advertising in regulated categories.
• Functional beverages or CPG — experience marketing consumable wellness products to health-conscious consumers.
• TikTok Shop and TikTok paid advertising — hands-on experience building the channel from scratch.
• Influencer marketing at scale — building systems for creator programs that drive measurable revenue, not just awareness.