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Head of Performance Creative Strategy
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Who we are

We are a profitable, science-backed DTC health and wellness company. Our product solves a daily, quality-of-life problem for a large and underserved group of people, and our formulation is patent-pending and supported by peer-reviewed clinical data that compounds every year.

We are growing fast and growing profitably. We have real product-market fit, a passionate customer base, and a category we are actively defining. We are hiring someone to own our growth engine with operational rigor and creative and social savvy, someone who can scale demand without sacrificing the scientific rigor that sets us apart.

The role

You own the growth engine: creative strategy, content production, creator partnerships, and paid media. The center of gravity is creative. Our next phase of growth will be won on ideas, the angles and hooks and creator content that earn attention at low CPMs, with paid as the amplification and retargeting layer on top. Media buying and creator sourcing run through your team. The creative hypothesis is yours, and so is the number it produces.

Who you are

  • Creative strategist at heart. You write the angles, hooks, and briefs yourself. You have a point of view on why an ad will work before the data arrives, and you change it fast when the data disagrees.
  • 10+ years in paid acquisition for DTC CPG or consumer health, fluent across Meta, Google, TikTok, YouTube, programmatic, and affiliate. Bonus: scaled a brand 8 to 9 figures.
  • You live in the ad account, running campaigns, debugging attribution, restructuring PMAX, and telling whether declining ROAS is creative fatigue or a platform issue.
  • You can direct a creator engine. You understand the cold-start problem and how performance-based programs scale from 20 to 1,000 with their economics intact (CPMs, performance tiers, rev-share). You may have built one, but here you set strategy and creative direction while a Head of Creator Partnerships owns execution.
  • You treat the P&L like your own money. Scrappy, small experiments before big bets, ROI always in view. We grow profitably on purpose.
  • You commit to goals and own the misses. "I targeted X CAC, landed 20% over, here's why and what I'm changing this week," not blaming the platform and lowering the bar.
  • You prioritize ruthlessly. A few things excellently over a dozen half-done.
  • You value structural stability over constant rebuilds. You change the account deliberately, not reactively, and can hold through a learning window.
  • Self-aware, low ego, growth mindset, and you genuinely care about our customers. That's the foundation of every brief.

What you'll do

You'll own paid acquisition and the creator-led growth engine, and be personally accountable for the performance marketing P&L. The creator engine runs day-to-day through a Head of Creator Partnerships who will likely report to you. You set its strategy, direct it creatively, and own its results; you don't build it yourself. You'll commit to CAC, ROAS, and new-customer targets on set timelines, report weekly, and flag what's not working before we ask. You inherit real assets (product-market fit, a passionate base, solid Shopify infrastructure, a clinically supported product) and work alongside the founders, our CX and retention lead, clinical partnerships lead, Head of Creator Partnerships, a media buyer, and creative partners. Day 1, you're in the account, the data, and the funnel.

Creator-led growth program

This is the highest-leverage opportunity we see. We believe that building a large, community-driven creator distribution engine is the unlock for our next phase of growth. Traditional creative strategy on paid social has diminishing returns at our scale. Creator-generated attention at low CPMs, retargeted through paid, may not.

  • Set targets and own results: reach, creator CPMs, content quality, contribution to blended CAC.
  • Manage and develop the Head of Creator Partnerships. Coach, unblock, and pressure-test their sourcing, briefing, and tracking systems, but let them own the machine.
  • Provide creative direction. Spot the themes that perform (from creator and paid data), turn them into light briefs, feed them back so the community amplifies what works.
  • Integrate creator output into paid. Make sure the best content shows up in retargeting and learnings flow both ways.
  • Hold the economics. Move from flat-fee posts to CPM/traffic-based deals; drive blended creator CPMs down without losing quality.
  • Own brand integrity at scale with simple, enforced guardrails as the program grows toward 1,000 creators in a regulated space.

Paid acquisition and creative direction

Paid media is the amplification and retargeting layer on top of the creator engine. You will own the strategy; an existing fractional media buyer handles day-to-day execution in Meta and Google.

  • Direct creative strategy for paid social. You will take this over from one of the founders while working closely with them to identify winning themes (increasingly harvested from creator content), set hypotheses, structure tests, and read signals from noise. This is creative direction, not creative production. You spot patterns. You tell the system what to amplify.
  • Run structured creative testing with clear hypotheses, controlled variables, and documented learnings. We have built a persona-based testing framework (persona x awareness stage). You will inherit it, pressure-test it, and evolve it.
  • Own CAC, ROAS, and new customer volume targets. Know your numbers daily. Spot degradation of account health in real time, not in retrospect.
  • Work with creative vendors and designers. Set clear briefs, enforce deadlines, evaluate output against performance data rather than aesthetic preference.
  • Maintain proper attribution and tracking infrastructure (GA4, server-side events, pixel health) and know enough to catch when something breaks.

Analytics, CRO, and contribution margin

  • Audit and continuously refine the full acquisition funnel (ad to landing page to checkout) using quantitative tools and qualitative judgment.
  • Work closely with our developer for technical implementations.
  • Lead pricing experiments, AOV strategies, and promotional testing that improve topline revenue and contribution margin without diluting the brand.
  • Maintain dashboards for key acquisition KPIs and deliver insights proactively.

Building the team

  • Design team structure that preserves transparency. The founders should always have direct visibility into performance data and vendor relationships. We never want our understanding of acquisition performance filtered through a single narrator.

How we'll work

We believe in structured accountability.

  • Weekly sprint reflections anchored to your targets: what you committed to, whether you hit it, what the binding constraint was, what changes next week.
  • Shared dashboards that both you and the founders can access independently.
  • Monthly checkpoints with honest, mutual assessment. Is the strategy working? What should change?

We will be in the trenches with you. This is a company where the founders are individual contributors, not just managers reviewing slide decks. Expect a high-context, high-candor, and highly collaborative working relationship.

What we believe

This team is an incredible place to work. We hire the best and we expect a lot, of ourselves and of each other. The standard is high because the work matters, and because we have seen what is possible when a small team of excellent people is fully aligned on a mission this meaningful.

You will be trusted.

You will have impact.

You will be empowered.

You will be expected to deliver.

If this energizes you, we'd love to hear what you would do in your first 30 days.


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