Pearl West is an owner-operator holdco in the ecommerce space, focused on scaling the brands they own. They are seeking a VP of Performance Marketing to run paid acquisition end to end, leading a team and owning the numbers to scale new customer revenue significantly.
Responsibilities:
- Full P&L accountability for DTC new customer revenue
- Meta as primary channel. Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels
- Daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring across all paid channels
- Scaling daily Meta spend to $100K+ on a single brand while holding target ncROAS
- Hitting target ncROAS and increasing total ad spend, quarter over quarter
- Triangulating platform ROAS with incrementality testing and MMM to find the real number
- Lead the creative strategist team and editor bench. Set output SLAs per role
- Ship 80+ net-new variants per week by Month 4, scaling to 150+ by Month 9
- Own the creative supply chain end to end: briefs, scripts, production, QA, testing, iteration
- Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time
- Build a concept library that compounds quarter over quarter, not one that resets every 90 days
- Direct the creative testing calendar across personas, angles, and category entry points
- Launch a statistical testing framework with clear win criteria and kill rules
- Own the relationship between ad messaging and landing page congruence
- Strong copywriting skills. Know how to write and direct hooks, body copy, and CTAs that convert
- Deep understanding of funnel structure: listicles, advertorials, sales pages, long-form VSLs, short-form landers, quiz funnels
- CRO pattern recognition. See a page, know what will move the needle without needing 30 days of data to tell you
- Data-driven decision making. Every call backed by numbers, not opinion
- Build and maintain the contribution margin waterfall, CAC/LTV models, and payback period analysis
- Deliver a weekly 60-second update to the CEO. No slides. Just numbers
- Lead with strong performance management. Set clear expectations. Hold people accountable
- Experience hiring and firing. You have made both calls before and will make both again
- Comfortable with hard conversations. You give direct feedback without softening it to the point of meaninglessness
- Manage agency relationships for performance. Set clear deliverables. Cut quickly when performance lags
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
- You are a builder: systems, processes, dashboards, creative pipelines
- You have hired and fired editors, strategists, and media buyers yourself
- You thrive in a founder-led, high-tempo environment with no bureaucracy
- You care about building something valuable long-term, not just collecting a paycheck
- You operate with urgency. You do not wait for Monday to act on what you saw Friday
- You treat every day the account is underperforming as a day you are personally losing money