About the Company
Our client brings a traditional Korean postpartum seaweed soup to modern life in a ready-in-2-minutes format. It's a functional superfood rooted in Korean heritage: organic seaweed, bone broth collagen, natural iodine, real nourishment designed for women who want to feel taken care of, not marketed to. The client is a small, fast-moving DTC brand at an inflection point, and needs someone to own the growth engine and make every dollar work harder.
Role Overview
This is a Director of Growth role (paid media + analytics) based in New York City, remote/hybrid, New York preferred with 1-2 days in person (other locations TBD). This person will be the first dedicated growth hire, owning the client's paid acquisition P&L and turning media spend into predictable, profitable revenue. This isn't just managing campaigns, it's building the measurement infrastructure, holding agencies accountable, and making the strategic calls on where and how to invest to scale from roughly $6M to $30M+ in revenue.
Responsibilities
Paid Media Strategy & Budget Ownership
- Own the full paid acquisition budget across Meta (primary), TikTok, Google/YouTube, and emerging channels. This person decides how dollars get allocated across platforms, campaigns, and funnel stages, and is accountable for blended CAC, ROAS, and contribution margin targets, building the annual and monthly media plans, managing pacing, and making real-time reallocation decisions based on performance.
Agency Management & Accountability
- The client works with external media and creative agency partners, and this person is who they answer to. They set KPIs, run weekly performance reviews, challenge recommendations with their own analysis, and decide whether each partner is earning their fee, knowing the difference between an agency that's optimizing and one that's coasting, and not letting the latter slide.
Measurement, Attribution & Analytics
- Build and own the growth analytics stack. This person can answer "what's actually working?" with confidence, not just last-click attribution, but incrementality testing, media mix modeling, post-purchase surveys, and platform-reported vs. actual performance, setting up dashboards the whole team trusts and flagging issues before they become expensive.
Channel Expansion & Testing
- Meta is the core channel today, but this person is always evaluating what's next, designing and running structured tests into TikTok Ads, Google Performance Max, YouTube, connected TV, podcast, and affiliate, with clear hypotheses, budgets, and kill criteria, knowing when a channel has legs and when to cut bait.
Landing Page & Funnel Optimization
- Own conversion rate from click to purchase, working with the Shopify site to A/B test landing pages, optimize the purchase flow, and ensure the post-click experience matches the promise of the ad, partnering with the Creative Lead to make sure creative and landing page messaging are aligned.
Cross-Functional Growth Partner
- Work closely with the influencer marketing lead to amplify top-performing organic content through paid, with the Creative Lead to feed performance insights back into the creative pipeline, and with operations to forecast demand driven by media spend, serving as the connective tissue between acquisition and the rest of the business.
Who They're Looking For
- 5-8 years in performance marketing or growth, with at least 2 years managing $200K+/month in paid media spend and able to scale to $2M/monthly spend, ideally with experience at a DTC or CPG brand, agency experience is a plus.
- Proven track record of scaling paid acquisition profitably, able to point to specific CAC, ROAS, and revenue outcomes driven, not just campaigns touched.
- Deep hands-on expertise with Meta Ads Manager (campaign structure, bidding strategies, audience architecture, Conversions API) and working knowledge of TikTok Ads and Google Ads.
- Experience managing and evaluating media agencies, having hired them, fired them, and gotten great work out of them.
- Strong analytical chops: comfortable in spreadsheets, dashboards (Northbeam, Triple Whale, GA4, or similar), and able to build a media mix model or incrementality test from scratch.
- Familiarity with Shopify ecosystem, subscription models, and DTC unit economics (LTV, CAC payback, contribution margin).
- Experience with or strong interest in emerging channels, CTV, podcast, affiliate, retail media, and a structured approach to testing them.
- A bias toward ownership and action, not waiting for someone to hand over a brief, but seeing the gap, building the plan, and executing.
