Head of Performance Marketing

Full-Time, Remote | Hands-On Individual Contributor

About Us

We are a premium, treatment-focused bodycare brand built on the belief that bodycare should do more than moisturize. Our products combine clinically studied actives, whole-food-derived nutrients, microbiome support, and elevated sensorial experiences.

Our brand is sold directly through our e-commerce platform and nationally through major retail partners like Ulta Beauty and Nordstrom. We have built a substantial DTC business with Meta as our primary paid acquisition channel and are entering our next stage of growth across a growing portfolio of bodycare and lip-treatment products.

The Opportunity

We are looking for a deeply experienced, highly analytical Head of Performance Marketing to take full ownership of our paid acquisition engine.

This is a senior but extremely hands-on role. It is not an agency-management position, and it is not a strategy-only role. This person will personally operate the ad account, make daily budget and optimization decisions, analyze creative performance, develop funnel strategies, oversee landing-page testing, monitor attribution, and diagnose tracking issues.

Meta is currently our primary acquisition channel, with approximately $250,000–$300,000 in monthly spend and an ambition to scale beyond $500,000 per month when performance supports it. The mandate is not simply to spend more—it is to build a disciplined, repeatable system for scaling profitable new-customer acquisition.

The ideal candidate understands that modern performance marketing is an integrated system:

Creative⟶Campaign Structure⟶Offer⟶Landing Page⟶PDP⟶Conversion⟶Measurement

They must be equally comfortable evaluating a hook, restructuring a campaign, reviewing a listicle, modeling a welcome offer, and troubleshooting a discrepancy between Meta, Triple Whale, and Shopify.

This will initially be a team of one. The role will work directly with our founders and coordinate with creative, development, and external partners as needed.

Core Responsibilities

1. Own Paid Acquisition Strategy and Execution

Personally manage our Meta advertising account on a daily basis.
Own campaign creation, QA, naming conventions, UTMs, budget pacing, optimization, and reporting.
Determine the appropriate role of Advantage+ Sales campaigns, campaign-budget and ad-set-budget structures, broad targeting, consolidated campaigns, SKU-specific campaigns, and controlled testing environments.
Build campaign structures based on our actual economics and creative volume rather than applying a generic industry template.
Allocate spend across creative testing, scaling, retargeting, SKUs, launches, evergreen products, and offers.
Establish clear—but appropriately contextual—rules for when to increase spend, hold, reduce, or cut an ad.
Identify when poor performance is caused by the creative, offer, page, audience, campaign structure, tracking, or insufficient data.
Scale winning ads without prematurely exhausting them or creating unnecessary account fragmentation.
Monitor creative concentration, fatigue, marginal acquisition cost, and performance deterioration as spend increases.
Maintain a rigorous change log so performance movements can be connected to specific account decisions.
Explore additional acquisition channels when justified, including TikTok and Google, while keeping Meta as the initial priority.

2. Build a Best-in-Class Creative Testing System

Create a structured testing framework with defined hypotheses, budgets, spend floors, spend caps, success thresholds, exit criteria, and graduation paths.
Determine how many concepts and assets can be tested responsibly at our current level of spend.
Distinguish genuinely new audiences and angles from minor rewrites or visual variations of the same idea.
Evaluate performance across both leading indicators and business outcomes, including thumb-stop rate, hold rate, outbound CTR, CPC, landing-page views, add-to-cart rate, conversion rate, CAC, new-customer ROAS, spend scale, and longevity.
Identify ads that merit further investment even when early platform delivery is limited.
Prevent testing from becoming either overly constrained or an uncontrolled drag on overall account efficiency.
Create a clear process for moving creative from testing into scaling campaigns.
Develop an organized, searchable system for tracking performance by: SKU, audience, customer awareness level, problem or tension, desired outcome, angle, hook, claim/promise, format, creator, visual execution, offer, and landing-page destination.
Deliver a concise weekly creative-learning report covering: what is working, what is not working, why it is likely happening, what should be iterated, and what new territory should be tested next.
Translate performance data into specific, usable briefs for founders, creators, and creative partners.

The successful candidate should be able to tell us more than “UGC is working.” They should be able to identify the precise audience, tension, promise, hook, execution, and funnel combination driving the result—and recommend the next three iterations.

3. Own Full-Funnel Performance Strategy

Analyze and improve the entire path from first impression through purchase.
Ensure close message match between each ad, landing-page experience, PDP, and offer.
Develop and prioritize tests involving pre-PDP landing pages, listicles, advertorials, problem-solution pages, product-comparison pages, educational pages, dedicated campaign/SKU pages, and PDP layouts/messaging.
Determine when traffic should be sent directly to a PDP versus a pre-sell experience.
Own the strategic brief, test hypothesis, measurement plan, and performance analysis for each page, even when development is executed by another partner.
Use behavioral data, heatmaps, recordings, scroll depth, click patterns, and funnel metrics to identify friction.
Diagnose whether an ad-to-purchase problem originates in traffic quality, message mismatch, page comprehension, offer clarity, site experience, or checkout.
Maintain a prioritized CRO and landing-page testing roadmap based on expected business impact.

4. Lead Offer Strategy and Experimentation

Help ideate and test welcome offers, bundles, gifts, store-credit programs, pricing presentations, and other acquisition incentives.
Consider the complete economics of an offer, including conversion-rate lift, first-order AOV, new-customer CAC, gross and contribution margin, redemption behavior, repeat purchase, payback period, customer quality, and LTV.
Evaluate whether an offer creates incremental demand or simply subsidizes customers who would have purchased anyway.
Understand the operational and communication requirements of more complex offers, including store-credit and cash-back programs.
Work with founders and CRM partners to ensure the offer is communicated consistently across ads, landing pages, pop-ups, email, SMS, PDPs, cart, and checkout.
Recommend when an offer should be scaled, revised, segmented, or discontinued.

5. Own Measurement and Attribution

Use Triple Whale deeply and confidently for daily decision-making, performance analysis, and forecasting.
Understand the strengths and limitations of first-click, last-click, platform-reported, multi-touch, view-through, and blended attribution.
Reconcile performance across Meta, Triple Whale, Shopify, and blended company-level results.
Avoid treating any single attribution model as an unquestionable source of truth.
Establish clear reporting standards and attribution views for different decisions.
Track business-level metrics including Blended CAC, New-customer CAC, New-customer ROAS, MER, Contribution margin after marketing, First-order AOV, Site conversion rate, New-customer revenue, Payback period, and LTV/repeat behavior.
Separate creative-level optimization signals from company-level financial performance.
Identify when platform efficiency is overstated by branded demand, existing customers, view-through attribution, retargeting, or promotional activity.
Recommend incrementality or holdout testing when the scale and decision justify it.
Build forecasting and spend-allocation models that show how additional budget is expected to affect marginal CAC and profitability.

6. Maintain Technical Tracking Health

Monitor and diagnose Meta Pixel, Conversions API, Shopify, Triple Whale Pixel, and server-side event tracking.
Understand event matching, browser-versus-server events, deduplication, event IDs, attribution windows, UTMs, custom events, and checkout tracking.
Regularly audit Events Manager for warnings, missing events, duplicated events, sudden volume changes, and declining event-match quality.
Work confidently with server-side tracking providers such as Blotout EdgeTag.
Investigate tracking discrepancies before allowing questionable data to drive spending decisions.
Validate major tracking, theme, landing-page, checkout, and app changes.
Use Microsoft Clarity or comparable tools to analyze heatmaps, recordings, dead clicks, rage clicks, mobile friction, and page behavior.
Communicate technical problems clearly to developers and verify that fixes have worked.

The candidate does not need to be a software engineer, but they must be technically capable enough to recognize, investigate, and manage tracking issues rather than simply escalating every issue without diagnosis.

Operating Cadence

Daily: Monitor spend, pacing, CAC, conversion behavior, delivery, and anomalies. Make and document optimization decisions. Check launches, budgets, links, UTMs, landing pages, and tracking. Escalate material performance or technical issues quickly.
Weekly: Present performance against forecast and targets. Explain the decisions made and their results. Deliver creative and angle learnings by SKU. Recommend the next tests across creative, offers, campaigns, and landing pages. Update the testing pipeline and funnel roadmap.
Monthly: Develop the channel and SKU-level spend plan. Evaluate marginal performance as spend changes. Review offer economics and customer quality. Identify the largest current constraints to profitable growth. Present a prioritized plan for the next month.

Success in This Role

Success should ultimately be measured by profitable, durable new-customer growth—not isolated improvements in platform-reported ROAS.

Key outcomes include:

Scaling daily spend while maintaining acceptable marginal acquisition economics.
Improving the consistency and hit rate of creative testing.
Increasing the number of differentiated, scalable angles across our product portfolio.
Reducing the time between discovering an insight and launching its next iteration.
Improving ad-to-page message match and full-funnel conversion.
Creating better visibility into performance by SKU, angle, offer, creator, and landing page.
Maintaining accurate, dependable tracking.
Producing clear recommendations that the creative team and founders can act on immediately.

Required Experience

At least 4–6 years of hands-on DTC performance-marketing experience.
Demonstrated direct responsibility for a Meta account spending at least $250,000 per month, ideally with experience scaling beyond $500,000 per month.
Experience personally executing campaigns—not merely supervising an agency or junior media buyer.
Strong experience with Shopify-based consumer brands.
Demonstrated success managing multi-SKU brands with different AOVs, margins, customer profiles, and creative angles.
Advanced knowledge of Meta campaign structure, creative testing, budget allocation, scaling, attribution, and account diagnostics.
Deep working knowledge of Triple Whale or a comparably sophisticated measurement platform.
Experience developing and testing pre-sell pages, listicles, advertorials, PDPs, and acquisition offers.
Ability to show specific examples connecting an ad insight to a creative iteration, landing-page change, or offer test—and quantify the result.
Strong analytical ability in spreadsheets and performance dashboards.
Excellent written and verbal English.
Strong organization, precision, and campaign QA discipline.
Ability to work independently, make decisions, and communicate the reasoning behind them.
Sufficient working-hour overlap with the Eastern Time Zone for real-time collaboration.

Strongly Preferred

Experience in beauty, skincare, bodycare, wellness, or another premium consumer category.
Experience with brands balancing hero products, multiple evergreen SKUs, and frequent product launches.
Experience with both DTC performance and brands distributed through major retailers.
Working familiarity with Microsoft Clarity, Blotout, Klaviyo, Postscript, and Shopify Plus.
Experience briefing direct-response creative and working with UGC creators.
Experience with TikTok and Google acquisition in addition to Meta.
Familiarity with contribution-margin and cohort-based profitability analysis.

The Person We Are Looking For

An exceptional operator: Campaigns are launched accurately, budgets are controlled, links work, UTMs are correct, data is monitored, and decisions are documented.
Strategic without becoming theoretical: They can develop the system and personally execute it.
Curious and current: They actively follow changes in paid media, creative strategy, measurement, and conversion optimization—but do not chase every new tactic indiscriminately.
Commercially minded: They understand that the goal is profitable business growth, not attractive platform metrics.
Creative-minded: They can recognize the difference between a new visual and a new idea.
Technically fluent: They can diagnose tracking and site-performance problems at a meaningful level.
Clear and direct: They make performance understandable and translate data into specific next actions.
Comfortable with accountability: They can make decisions under uncertainty, explain their reasoning, and revise their view when the evidence changes.
Low ego and highly collaborative: They can challenge assumptions constructively while working closely with founders and creative partners.

Profiles That Are Unlikely to Be a Fit

Candidates whose recent experience has been primarily managing teams, agencies, or client relationships rather than personally operating accounts.
Media buyers who focus almost exclusively on in-platform ROAS.
Candidates who know campaign mechanics but cannot guide creative strategy.
Candidates who describe every new hook or visual as a new “angle.”
Candidates who recommend one universal campaign structure for every brand.
Candidates who cannot explain their spending, scaling, and kill criteria quantitatively.
Candidates who have never owned the performance of a landing page or offer.
Candidates who treat Meta, Triple Whale, or any other platform as a perfect source of truth.
Candidates who report results without explaining what should happen next.
Candidates who require a large team to perform the core responsibilities of the role.

64524488861 - Head of Performance Marketing