High-protein muffin mix brand built for people who track their macros
About the Company
Our client makes the highest-protein muffin mix on the market. Every recipe is built around the macros first, then tested until it tastes like a real bakery muffin. It's guilt-free indulgence for people who track what they eat and still want dessert. The team develops new flavors in-house two to three times a year, makes and ships everything from its own facility.
Role Overview
This is a remote (US) Director of Performance Marketing role, with competitive salary plus bonus, and benefits including health, vision, and dental. This person will own paid acquisition and creative testing and help scale the brand from $5M to $10M and beyond .
This is the client's first in-house marketing hire (agencies have been used up until now), reporting directly to the two co-founders. Meta has driven growth since 2021, with current spend of $120K to $150K a month on that channel. This person will take the wheel on that channel, own new customer acquisition, and decide what creative gets made next. They won't be doing it alone. They'll lead a small bench of partners, including a CRO agency, an Amazon PPC agency, a photographer, freelancers, and UGC creators. The focus is depth on Meta and Google first. As the business grows, so does the team, and this person will help shape who comes next.
Responsibilities
- Own Meta: Run Meta Ads end to end, from account structure and bidding to budget pacing, and scale spend profitably from where it sits today.
- Creative testing: Build a disciplined testing program that finds winning hooks, angles, and offers fast and cuts losers just as fast.
- Creative sourcing: Brief and source ads directly through the photographer, freelancers, and UGC creators on Billo, with food shots that stop the scroll in the first three seconds.
- Google Ads: Manage Search, Shopping, and Performance Max so Google captures the demand Meta creates.
- CAC and LTV: Own new customer CAC and work with the founders on offers and subscription flows in Recharge that keep customers coming back.
- Measurement and reporting: Use Triple Whale to separate platform-reported results from real ones, and give the founders a clear weekly read on CAC, contribution margin, and new customer growth.
- Partner management: Lead the CRO agency on landing page tests that match the ad's promise and keep the Amazon PPC agency in sync, since Meta performance drives Amazon sales.
Who They're Looking For
- Has run performance marketing for DTC brands, ideally in food and beverage, supplements, or health and wellness CPG.
- Has managed at least $250K a month in paid spend and can point to specific CAC, ROAS, or revenue gains they personally drove.
- Deeply hands-on in Meta Ads Manager with working knowledge of Google Ads. Amazon PPC experience is a plus.
- Can look at an ad, form a hypothesis about why it will or won't work, and prove it with data.
- Thinks in CAC to LTV, payback, and contribution margin, and subscription experience with Recharge is a big plus.
- Comfortable in Shopify and Triple Whale.
- Uses AI tools like Claude day to day, without handing their thinking over to them.
- Comes from a brand or an agency, and is either a seasoned director or a strong manager ready for the jump.
This role is ideal for a hands-on Meta media buyer with a creative eye who wants to own the channel at a bootstrapped food brand, work right next to the founders, and build the growth team as the business scales.
