About the Company
Our client is a portfolio of three health, wellness and beauty drink brands, cash-flow positive and fully remote across the US, NZ, AU, UAE and Europe. The flagship brand is a premium longevity drink positioned against major players in the category, launched in 2026 and scaling fast backed by a science advisory board and partnerships with athletes, doctors, and other public figures. A second brand is an established, profitable, bootstrapped supplement business with a large, mature subscription base. A third is a beauty and weight-management drink brand in an earlier growth phase. The flagship brand will represent roughly 80% of this role's focus as the company looks to scale it into a nine-figure brand over the next year.
Role Overview
This is a Senior Media Buyer, Paid Social (Meta & TikTok) role, fully remote with meaningful overlap required across UAE/NZ business hours. This person will own the accounts, the structure, and the scaling decisions across the three brands, reporting into the CMO function, with an 8-person creative team and a 5-person partnerships team as their internal engine, plus content agencies, a dedicated internal CRO team, and direct access to leadership. This is a craft-focused role, not a stepping stone into management. At full scale, this role is responsible for a significant volume of annual media spend, and the company is looking for someone who can carry that number from day one rather than grow into it.
The flagship brand is currently spending in the five figures per day on Meta and is targeting a significant multiple of that over the next 12 months, profitably, across the US, Canada, and six additional markets. The second brand runs a smaller, efficiency-focused spend aimed at profit optimization, and the third brand is in early testing to prove the model. TikTok is also part of the mandate across the portfolio, including an upcoming TikTok Shop launch in the US.
How They Run Paid Social
- Creative is treated as the targeting mechanism. Heavy audience segmentation and interest stacking are considered dead weight at this spend level.
- Conceptual diversity is prioritized over variant spam. Partnership ads through creator, doctor, and athlete pages are a core lever, not an afterthought.
- Structures stay consolidated, with a clear separation between testing and scaling environments and a defensible mechanism for promoting winners.
- The focus is new-customer acquisition. Retargeting and existing-customer revenue are treated as separate from the core acquisition number.
- LTV:CAC is the guiding metric, with first-order contribution margin and payback period as the operating guardrails. Platform-attributed ROAS is directional input only, never the source of truth.
- Acquisition cohorts are evaluated by creative, angle, offer, and market, with spend steered toward the sources producing durable, repeat customers.
- Signal quality (server-side tracking, CAPI completeness, event dedup, first-party data hygiene) is treated as core to the media buying role, owned directly with the internal dev team.
Responsibilities
- Design and run campaign structures that scale the flagship brand's daily spend significantly without CAC collapse.
- Build a repeatable testing-to-scaling pipeline, including clear thresholds for how a concept enters, graduates, or gets cut.
- Manage budget concentration risk and build a system to protect exploration against the algorithm's tendency to crown early winners.
- Own the media plan behind market expansion, allocating spend across multiple international markets against differing CPMs, margins, and shipping economics.
- Run TikTok as a genuine second channel, including newer ad formats and affiliate-fed content, with clear thresholds for scaling budget there.
- Work closely with the creative team on brief cadence: what to make, why, and in what formats, diagnosing performance at the concept level (hook, angle, format, creator, offer) and turning it into specific direction.
- Identify content gaps the creative team can't see from inside production and feed them back in.
- Work with the partnerships team to convert the brand's doctor, athlete, and public-figure roster into ad inventory that performs.
- Own LTV:CAC as the north-star metric, with nCAC, first-order contribution margin, blended MER, and payback period as the supporting scorecard.
- Track acquisition cohort quality over time (retention, subscription rate, repeat behavior) and reallocate spend toward durable customer sources.
- Set and defend margin-derived spending ceilings by market and brand, revising as LTV data matures.
- Build and run incrementality tests (geo holdouts, audience holdouts) before declaring a channel or tactic a winner.
- Report daily on profitability, weekly on trajectory, and monthly on structural learnings, directly to leadership.
- Audit and maintain conversion signal integrity across all brands and markets, and work with the internal CRO team on landing page and funnel testing tied to media performance.
- Document systems and learnings so what works is transferable across brands.
Who They're Looking For
Non-negotiable:
- 3-5+ years buying paid social, with meaningful time spent managing a single Meta account at seven figures per month or more.
- Demonstrable ownership of a scale-up, having taken an account from a baseline spend to 5X or more, and able to explain exactly what changed, what broke, and how it was fixed.
- Fluency in LTV:CAC, contribution margin, and nCAC as default operating language, with an understanding of when a healthy ratio can hide a cash problem.
- Direct experience running paid social across multiple international markets simultaneously.
- Experience testing landing pages and destination URLs as part of media buying.
- Ability to brief, critique, and inspire a creative team, understanding growth as a combination of offers, website/landing pages, creative, and media buying, not just the numbers.
- Comfortable with the technical layer: CAPI, server-side tracking, event matching, attribution windows, and dedup logic.
- Experience running incrementality tests is a bonus.
How They Work
- Bias to action, making decisions with partial information and adjusting.
- Intellectually honest, flagging a failing campaign before being asked.
- Systems-minded, building things that keep working without constant oversight.
- Calm at scale, judged on how fast mistakes are caught rather than whether they happen.
Not the Right Fit If
- Your strongest skill is audience research and lookalike stacking.
- You lean on older tactics like interest targeting or manual per-ad bid adjustments.
- You need an agency, strategist, or manager between you and the account.
- You measure success by platform-reported ROAS alone, without looking at profitability or LTV:CAC.
- You've only run accounts where a bad week costs a few thousand dollars, or only managed small budgets.
