Director of Paid Social

Pearl West • Los Angeles, CA

21h • Remote

About The Position

Pearl West is an owner-operator holdco focused on scaling ecommerce brands. They are self-funded and move fast, operating brands in the pet, health, and wellness sectors. The company is profitable and aims for a significant outcome in the next 18-24 months. They are seeking experienced operators to join their team. The Director of Paid Social will be responsible for Meta acquisition end-to-end, personally running the ad account, leading the creative team, and significantly increasing daily spend. The role inherits a team of approximately 20 individuals and has a mandate to scale new customer revenue 5x in 12 months. Meta is the primary channel, with Google, TikTok, AppLovin, and Snapchat as supporting channels. This is a hands-on role requiring daily engagement with Ads Manager, real-time campaign diagnosis, and scaling decisions. The position owns ncROAS, ncCAC, and daily ad spend.

Requirements

• Personally managed $50K+/day Meta spend on a single brand as an employee.
• Lives in Ads Manager; daily pulse on the account is muscle memory.
• Has a kill rule for losing ads and sticks to it.
• Scaled from $10K a day to $50K a day and understands what breaks at each level.
• Knows the current Meta platform inside and out: Advantage Plus, campaign consolidation, budget optimization, audience strategy.
• Understands that CAC is an output that can be raised, not just a constraint.
• Knows how to work with retention and CRO teams to move CAC ceilings up.
• Creative volume is a weapon; understands that a brilliant hook or angle can unlock more than a thousand new ad variants.
• Does not rely on agencies to do the thinking.
• Ships imperfect ads on Thursday over perfect ads next Tuesday.
• Speaks in specific numbers unprompted: CAC, ncROAS, spend levels, hit rates.
• Data-focused; makes calls off numbers, not opinion or ego.
• Obsesses over acquisition quality that retains, not just first-order ROAS.
• Managed creative strategists and editors before and knows how to run a creative pipeline that ships volume without dropping quality.
• Thrives in a founder-led, high-tempo environment with no bureaucracy.
• Operates with urgency; does not wait for Monday to act on Friday's observations.
• Treats every day the account is underperforming as a day personally losing money.

Nice To Haves

• Experience with Google Ads, TikTok Ads, AppLovin, and Snapchat Ads.
• Experience in the pet or health and wellness industries.
• Experience with subscription-driven businesses.

Responsibilities

• Own Meta Ad Account: Full P&L accountability for DTC new customer revenue on Meta, daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring.
• Scale daily Meta spend to $100K+ on a single brand while holding target ncROAS.
• Hit target ncROAS and increase total ad spend, quarter over quarter.
• Manage kill rules, testing budgets, and scaling rules, ensuring they are documented and enforced.
• Optimize campaign structure, including ASC vs. manual, budget consolidation, and audience strategy.
• Support Paid Channels: Own Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels.
• Set channel budgets and targets quarterly, optimizing each channel against its own ncROAS target.
• Decide when to hold, scale, or cut a channel based on unit economics.
• Creative Direction & Team Leadership: Lead the creative strategist team and editor bench, setting output SLAs per role.
• Ship 80+ net-new variants per week by Month 4, scaling to 150+ by Month 9.
• Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time.
• Write and direct briefs, acting as a creative operator who understands performance before creative ships.
• Build a concept library that compounds quarter over quarter.
• Testing & CRO Partnership: Partner with the CRO analyst to own ad-to-landing-page congruence.
• Launch a statistical testing framework with clear win criteria and kill rules.
• Own the relationship between ad messaging and landing page conversion performance.
• Data & Reporting: Make data-driven decisions, backing every call with numbers.
• Triangulate platform ROAS with incrementality testing and post-purchase survey data.
• Deliver a weekly 60-second update to the CEO, focusing on numbers.
• Team Management: Lead with strong performance management, setting clear expectations and holding people accountable.
• Experience hiring and firing, making hard conversations, and giving direct feedback.
• Manage agency relationships for performance, setting clear deliverables and cutting underperformers quickly.

Benefits

• Base salary starts at $200K USD and scales based on experience and spend level owned in prior roles.
• Performance bonus tied primarily to ncROAS, ncCAC, total ad spend, and revenue growth.
• Equity participation includes an opportunity to invest at a favorable valuation below internal mark.
• Budget authority to move fast.
• Reallocate spend and cut underperforming agencies without red tape.
• A CEO who supports and values growth, invests in the function, and gives runway to build.
• A team of ~20 ready to be led.
• A path to meaningful equity outcomes within a defined window.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 11-50 employees