Responsibilities

• Architect Flo's complete customer journey from first ad impression through landing page, purchase, onboarding, app activation, subscription, and repeat purchase — and stay accountable for the connected result regardless of which team executes.
• Turn growth targets into a prioritized testing roadmap across creative, landing pages, offers, acquisition, and lifecycle; identify the highest-leverage constraint and drive its removal to completion.
• Own Flo's offer strategy across pricing, bundles, promotions, guarantees, bonuses, upsells, and cross-sells.
• Own Flo's top-of-funnel performance creative — strategy, testing velocity, quality, and ability to scale, with video as the primary format.
• Direct the creative strategist and video editor pod on angles, hooks, scripts, and iteration; personally write briefs, hooks, scripts, and copy when it improves quality or speed.
• Tie every concept to a customer segment, awareness level, objection, offer, and funnel stage, and be able to explain why concepts won or lost. Integrate paid influencer and whitelisted creator content into the acquisition system.
• Set paid acquisition strategy and direct Flo's media buyer on testing priorities, spend, and scaling decisions, maintaining expert command of the Meta account without being its day-to-day operator.
• Open Meta daily; diagnose whether performance shifts come from media buying, creative, positioning, offers, pricing, landing pages, conversion, retention, or measurement.
• Fold Google, YouTube, TikTok, and other channels into the broader growth strategy as they earn their place.
• Build a repeatable system for producing landing-page winners; personally write and architect copy, wireframes, advertorials, quizzes, product pages, and checkout/upsell flows, then build through design and development.

Requirements

• Proven record of materially scaling a DTC business while personally influencing performance creative, acquisition, landing pages, offers, and full-funnel growth. DTC experience is required.
• Expert-level Meta knowledge — able to audit the account, diagnose it, and direct experienced media buyers, even if not the current day-to-day buyer.
• Exceptional performance creative judgment and direct-response copywriting, with evidence of concepts, scripts, or ads that reached meaningful scale.
• Practical experience building high-converting landing pages, advertorials, offers, upsells, and funnels.
• Deep understanding of customer research, ecommerce and Shopify, CRO, subscriptions, lifecycle marketing, app growth, retention, and customer economics.
• Strong analytical judgment and a habit of working directly with data rather than waiting for a finished report.
• AI-forward working habits — using tools like Claude or ChatGPT daily to improve customer research, data analysis, creative velocity, copy quality, and testing speed, with strong quality control over AI-assisted work.
• Experience leading Specialists and driving work through paid media, retention, ecommerce, analytics, design, development, and product owners.
• Experience at or beyond $50M in annual revenue is valuable but not required. Title, product category, and industry are not deciding factors — quality of work, depth of ownership, and measurable growth evidence matter more.

Preferred

• Experience at or beyond $50M in annual revenue is valuable but not required.

Benefits

• Comprehensive Health, Dental, and Vision Insurance options for you and your family
• 100% Paid for Life and Disability Insurance
• Paid Time Off
• Nine (9) paid holidays per year
• Complimentary NOBL & Flo Pilates products
• Remote-first — core operating hours are 9-5 EST