Responsibilities

• Growth and paid media (both brands)
• Own paid media strategy across PROVEN and Noteworthy: Meta, Google, TikTok, and eventual channel expansion (e.g. podcast, CTV)
• Lead and develop the Paid Media Manager; set budgets, objectives, guardrails, and monthly forecasts across both brands
• Scale new customer acquisition while hitting efficiency and customer-quality targets based on LTV
• Build and drive the digital testing roadmap across messaging, creative, audience, frequency, and channel mix
• Manage the digital agency relationship
• Measurement and analytics (both brands)
• Own the paid measurement framework: media mix modeling (MMM), multi-touch attribution (MTA), and incrementality and geo-lift testing. Set the measurement agenda and interpret the results to drive decisions; analytics (matrixed) and agency partners build and maintain the models
• Partner with Finance and Operations to forecast growth and set the highest-ROI investment strategy
• Drive the attribution roadmap, including GA4, server-side tracking, and future attribution platforms as spend scales

Requirements

• 7+ years across performance marketing and DTC e-commerce, with real ownership on both sides
• Deep, hands-on paid media expertise across Meta, Google, and TikTok, with a track record managing a multi-million-dollar acquisition budget
• Fluent in the AI-driven campaign types, including Google PMax, Meta Adv+, and TikTok Smart+, and how to leverage them with the right conversion signals, creative, and audience inputs
• Knows when to optimize toward target ROAS, target CPA, or value-based bidding, and how each choice ties back to the P&L
• Builds full-funnel programs with distinct KPIs at each stage: reach and prospecting efficiency at the top, engagement and quiz completes in the middle, ROAS and CPA at the bottom, with audience strategy mapped to each stage
• Fluent in acquisition economics: LTV to CAC, payback period, GA4 DDA versus platform ROAS, and how they tie back to a P&L
• Experienced with multi-touch attribution and media mix models, and a strong understanding of A/B and incrementality testing
• Has owned a DTC P&L with revenue and contribution accountability, ideally in the $20M to $100M mid-market range
• Highly quantitative and analytical; comfortable processing large data sets and building or directing cohort, pricing, and contribution models
• Beauty, wellness, and subscription experience strongly preferred

Benefits

• Fully distributed, flexible work environment
• Unlimited paid time off covering vacation, bereavement, and family sick leave
• Exclusive employee subscription discounts to PROVEN and Noteworthy products
• Comprehensive health, vision, and dental insurance
• Industry-leading 401k match
• Company-wide events and outings
• Paid parental leave and a flexible return-to-work program