Responsibilities

• Meta performance end‑to‑end
• Operate the Meta ad accounts day‑to‑day across our core brand and new offers.
• Account structure, campaign builds, audience strategy, bidding, budget pacing, daily optimization – you live in the platform, not above it.
• Structure, launch, and scale Meta campaigns with clear CAC and volume targets.
• Profit‑aware scaling: push spend up while keeping ROAS / CAC in target bands. You know when to lean in, when to hold, and when to pull back – and can defend every decision.
• Build and execute structured testing roadmaps (hooks, angles, offers, LPs).
• Creative strategy & execution
• Work hand‑in‑hand with our cofounder to translate platform signal into briefs, run rigorous testing frameworks, and scale winners systematically.
• You don\'t just consume creative - you shape what gets made.
• Generate and test winning concepts for statics, UGC, and video.
• Write high‑converting direct‑response copy or tightly direct copywriters.
• Synthesize best‑in‑class e‑comm / competitor ads into new variations and angles.
• Cross‑channel oversight (Google/YouTube agency)
• Review and challenge Google/YouTube agency performance weekly.
• Align channel‑level and blended CAC, MER, and payback goals.
• Ensure creative and learnings from Meta inform YT/Google, and vice versa.
• Flag tracking, attribution, and funnel issues that impact total new‑customer growth.
• Daily optimization, reporting & resilience
• Run a weekly rhythm: plan → execute → review → re‑plan, with reporting leadership can trust without having to ask follow-up questions. Your forecasts are realistic. Your decision rules are clear. Your comms are crisp.
• Conduct morning / mid‑day / end‑of‑day checks when scaling (6–7 days/week).Policy changes and healthcare-adjacent advertising.

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. Not "led a team that did it." Not "oversaw an agency that did it.” You did it.
• 5+ years of Meta-specific depth: You know the platform\'s quirks, its policy landmines, its bidding behavior, its measurement nuances. You can hold a credible conversation about CBO vs ABO, account structure trade-offs, attribution windows, BAU vs incrementality, signal loss, and creative testing frameworks.
• DTC consumer scale‑up background: You\'ve grown brands, not maintained them. You know what it feels like to push spend month‑over‑month while keeping performance in band, and to break through ceilings that other operators accept
• Structured operator behaviors: Forecasting, weekly reporting cadence, explicit decision rules, written planning. You\'re not just a great optimizer - you\'re someone the team can rely on. your work is legible and reliable.
• Creative fluency: You think in concepts, hooks, formats, and angles - not just metrics. You can brief well, give sharp creative feedback, and design testing structures that actually produce learnings.
• 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. We\'ll likely want you to take this on over time.
• 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/Googgle