Responsibilities

• Paid Media Execution - Full P&L accountability for DTC new customer revenue
• Paid Media Execution - Meta as primary channel. Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels.
• Paid Media Execution - Daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring across all paid channels
• Paid Media Execution - Scaling daily Meta spend to $100K+ on a single brand while holding target ncROAS
• Paid Media Execution - Hitting target ncROAS and increasing total ad spend, quarter over quarter
• Paid Media Execution - Triangulating platform ROAS with incrementality testing and MMM to find the real number
• Creative Strategy & Production - Lead the creative strategist team and editor bench. Set output SLAs per role.
• Creative Strategy & Production - Ship 80+ net-new variants per week by Month 4, scaling to 150+ by Month 9
• Creative Strategy & Production - Own the creative supply chain end to end: briefs, scripts, production, QA, testing, iteration
• Creative Strategy & Production - Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time
• Creative Strategy & Production - Build a concept library that compounds quarter over quarter, not one that resets every 90 days
• Creative Strategy & Production - Direct the creative testing calendar across personas, angles, and category entry points
• Testing & CRO - Launch a statistical testing framework with clear win criteria and kill rules
• Testing & CRO - Own the relationship between ad messaging and landing page congruence
• Testing & CRO - Strong copywriting skills. Know how to write and direct hooks, body copy, and CTAs that convert.
• Testing & CRO - Deep understanding of funnel structure: listicles, advertorials, sales pages, long-form VSLs, short-form landers, quiz funnels
• Testing & CRO - CRO pattern recognition. See a page, know what will move the needle without needing 30 days of data to tell you.
• Data & Reporting - Data-driven decision making. Every call backed by numbers, not opinion.
• Data & Reporting - Build and maintain the contribution margin waterfall, CAC/LTV models, and payback period analysis
• Data & Reporting - Deliver a weekly 60-second update to the CEO. No slides. Just numbers.

Requirements

• You have personally managed $100K+/day Meta spend on a single brand as an employee
• You live in Ads Manager. Your daily pulse on the account is muscle memory, not a weekly report.
• You understand that CAC is not a constraint to protect, it is an output you can raise. You know how to improve margin, AOV, bundle mix, subscription stick rate, and second-order rate so you can afford to pay more than your competitors to acquire a customer.
• Creative volume is your weapon. You know volume matters, but you also know that a brilliant insight or a better hook can unlock more than a thousand new ad variants.
• You do not rely on agencies to do the thinking for you
• You ship imperfect ads on Thursday over perfect ads next Tuesday
• You speak in specific numbers unprompted. CAC, ncROAS, spend levels, hit rates. No generalities.
• You have a kill rule for losing ads and you stick to it
• You have scaled from $10K a day to $100K a day and you know exactly what breaks at each level
• You obsess over acquisition quality that retains, not just first-order ROAS