Head of Growth

Pearl West

1d•$300,000

About The Position

Pearl West is a self-funded owner-operator holdco focused on scaling e-commerce brands, currently with a strong pet brand and other subscription-driven health and wellness brands. They are profitable and on a clear path to a meaningful outcome in 18-24 months. The company is seeking a Head of Growth to lead the new customer acquisition engine, inheriting a team of approximately 20 (creative strategists, editors, a media buyer, a CRO analyst). The primary mandate is to scale new customer revenue 5x in 12 months. This role involves owning paid media across multiple platforms (Meta, Google Ads, TikTok Ads, AppLovin, Snapchat Ads), end-to-end ad creative production, and CRO with full funnel buildout, including landing pages, advertorials, sales pages, quiz funnels, checkout flow, and post-purchase upsells. This is a player-coach role with direct P&L ownership for new customer acquisition. The role is critical as DTC paid acquisition is the single biggest growth lever for the business, funding future product launches and category expansion.

Requirements

Personally managed $100K+/day Meta spend on a single brand as an employee.
Creative and CRO are your highest leverage levers.
Understand that CAC is not a constraint to protect, it is an output you can raise.
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.
See the whole funnel, not just ads.
Do not rely on agencies to do the thinking for you.
Ship imperfect ads on Thursday over perfect ads next Tuesday.
Speak in specific numbers unprompted (CAC, ncROAS, spend levels, hit rates).
Be data-focused, making calls off the numbers, not off opinion or ego.
Obsess over acquisition quality that retains, not just first-order ROAS.
Be a builder: systems, processes, dashboards, creative pipelines.
Have hired and fired editors, strategists, and media buyers yourself.
Thrive in a founder-led, high-tempo environment with no bureaucracy.
Be energized by ownership, not afraid of it.
Care about building something valuable long-term, not just collecting a paycheck.
Operate with urgency. You do not wait for Monday to act on what you saw Friday.
Treat every day the account is underperforming as a day you are personally losing money.
Strong copywriting skills.
Deep understanding of funnel structure: listicles, advertorials, sales pages, long-form VSLs, short-form landers, quiz funnels.
CRO pattern recognition.

Responsibilities

Own the entire new customer acquisition engine.
Scale new customer revenue 5x in 12 months.
Own paid media across Meta (primary), Google Ads, TikTok Ads, AppLovin, and Snapchat Ads.
Own ad creative end to end: concepts, briefs, scripts, production, QA, testing, and iteration.
Own CRO and the full funnel buildout: landing pages, listicles, advertorials, sales pages, quiz funnels, checkout flow, and post-purchase upsells.
Personally open Ads Manager, write creative briefs, and ship winners.
Own the P&L for new customer acquisition.
Manage daily pacing, budget allocation, bid strategy, and audience testing across all paid channels.
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.
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.
Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time.
Build a concept library of Explore vs. Expand hypotheses.
Write and direct hooks, body copy, and CTAs that convert.
Rebuild landing pages, checkout flow, subscription offer, and post-purchase upsells.
Launch a statistical testing framework with clear win criteria and kill rules.
Own the relationship between ad messaging and landing page congruence.
Make data-driven decisions, backing every call with numbers.
Build and maintain the contribution margin waterfall, CAC/LTV models, and payback period analysis.
Triangulate platform ROAS with incrementality testing and MMM.
Deliver a weekly 60-second update to the CEO.
Lead with strong performance management, setting clear expectations and holding people accountable.
Experience hiring and firing.
Give direct feedback without softening it to the point of meaninglessness.
Manage agency relationships for performance, setting clear deliverables and cutting quickly when performance lags.
Build the acquisition playbook for launching new brands and categories.

Benefits

A product with real traction and a category poised for meaningful expansion.
Clean reporting line to the CEO.
Budget authority to move fast. Hire, fire, reallocate spend, and cut underperforming agencies without red tape.
A CEO who supports and values growth, invests in the function, and gives you the runway to build.
A team of ~20 ready to be led by someone who knows what they are doing.
A path to meaningful equity outcomes within a defined window.
A fast-moving, profitable, self-funded company with real upside.
Base salary starts at $300K USD and scales with experience and spend level owned in prior roles.
Performance bonus is 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.