VP of Performance Marketing

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