Responsibilities

• Meta performance end‑to‑end: operate the Meta ad accounts day‑to‑day across our core brand and new offers; structure, launch, and scale Meta campaigns with clear CAC and volume targets; profit‑aware scaling while maintaining ROAS/CAC targets; build and execute structured testing roadmaps.
• Creative strategy & execution: translate platform signals into briefs, run testing frameworks, shape creatives, generate and test concepts for statics, UGC, and video, write direct‑response copy or direct copywriters.
• Cross‑channel oversight (Google/YouTube agency): review Google/YouTube agency performance weekly; align CAC, MER, and payback goals; ensure insights inform across channels.
• Daily optimization, reporting & resilience: run weekly cadence planning, checks, budget and bid adjustments in real time, maintain and harden Business Manager structures against volatility and healthcare advertising challenges.
• Expansion & team (over time): pursue new-channel expansion (Google, YouTube, programmatic, affiliate); hire, mentor, and lead the Meta pod.
• Outcomes: achieve Meta CAC under target CPA within 30 days; maintain profitable spend on Meta; deliver consistent creative launches and performance; provide trusted forecasts.

Requirements

• Proven scale on Meta (hands-on): You've personally operated Meta accounts at 100k+/month spend for DTC ecom brands, in the platform yourself every day.
• 5+ years of Meta-specific depth: You know the platform's quirks, its policy landmines, its bidding behavior, its measurement nuances.
• DTC consumer scale-up background: You've grown brands, not maintained them.
• Structured operator behaviors: Forecasting, weekly reporting cadence, explicit decision rules, written planning.
• Creative fluency: You think in concepts, hooks, formats, and angles - not just metrics.
• Startup intensity: You measure yourself in outcomes, not hours, but the outcomes here require real intensity. You'll work 50+ hours/week, async, in a high-ownership culture.

Preferred

• Google Ads experience: Hands-on across search, PMAX demand gen, and YouTube.
• Successful affiliate track record: you’ve either run offers through big affiliate networks or been a top‑producing paid affiliate yourself for telehealth / weight loss / HRT brands, and know what it takes to hit “affiliate‑level” CAC in the wild.
• Other channel range:affiliate, programmatic, offline (CTV, podcast, OOH) and potentially TikTok Ads - any depth here accelerates how quickly you can broaden out.
• Healthcare / regulated category experience: (telehealth, weight loss, HRT/ ED/ supplements, or any other category where compliance is a daily reality)
• Attribution sophistication: Comfort with incrementality testing, post-purchase surveys - and a healthy skepticism of platform-reported ROAS.
• Management / mentorship experience: You've hired, developed, and led media buyers before, even informally.
• Crisp written communication: You can translate platform-level mechanics into clear narratives for non-experts (leadership, finance, creative). Your weekly notes are the kind that get forwarded.
• A clear case where you moved CAC from “agency level” to “affiliate level” on a real offer
• Experience targeting women 40–65 at scale on Meta/Gooogle