VP of Performance Marketing

Pearl West • San Diego, CA

23h

About The Position

Pearl West is a self-funded owner-operator holding company focused on scaling ecommerce brands. They operate what they own and focus on product, creative, funnel, customer experience, and unit economics. Their current focus is a pet brand with strong traction across Amazon, TikTok Shop, and DTC, serving hundreds of thousands of customers in North America. They also have subscription-driven health and wellness brands. 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 VP of Performance Marketing will be responsible for end-to-end paid acquisition, managing Meta, Google, TikTok, AppLovin, and Snapchat. This role includes leading the creative strategist and editor team, owning weekly and quarterly performance numbers, and managing a team of approximately 20 individuals (creative strategists, editors, a media buyer, a CRO analyst). The primary mandate is to scale new customer revenue 5x within 12 months. This is a hands-on role requiring daily engagement with Ads Manager, real-time campaign diagnosis, and scaling decisions. The VP will own the P&L for new customer acquisition.

Requirements

• Personally managed $100K+/day Meta spend on a single brand as an employee
• Daily hands-on experience in Ads Manager
• Understanding that CAC is an output that can be raised by improving margin, AOV, bundle mix, subscription stick rate, and second-order rate
• Proficiency in using creative volume as a weapon, understanding the impact of brilliant insights or better hooks
• Do not rely on agencies for strategic thinking
• Ship imperfect ads quickly over perfect ads delivered late
• Speak in specific numbers unprompted (CAC, ncROAS, spend levels, hit rates)
• Have a kill rule for losing ads and adhere to it
• Experience scaling from $10K a day to $100K a day and understanding what breaks at each level
• Obsession over acquisition quality that retains, not just first-order ROAS
• Experience building systems, processes, dashboards, and creative pipelines
• Experience hiring and firing editors, strategists, and media buyers
• Thrive in a founder-led, high-tempo environment with no bureaucracy
• Care about building something valuable long-term
• Operate with urgency, acting on insights immediately
• Treat every day of underperformance as a personal loss
• Strong copywriting skills: ability to write and direct hooks, body copy, and CTAs that convert
• Deep understanding of funnel structure: listicles, advertorials, sales pages, long-form VSLs, short-form landers, quiz funnels
• CRO pattern recognition: ability to identify performance-driving changes on a page quickly
• Data-driven decision making, with every call backed by numbers
• Experience managing agency relationships for performance

Nice To Haves

• Experience scaling paid media before and wanting to do it again
• Experience at $50K a day, $100K a day, and beyond, understanding what breaks at scale
• Ability to diagnose a CPM spike in 10 minutes
• Ability to rebuild a fatigued creative hook in a day
• Ability to push daily spend past previous team levels

Responsibilities

• Full P&L accountability for DTC new customer revenue
• Manage Meta as the primary channel, with Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels
• Oversee daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring 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
• Triangulate platform ROAS with incrementality testing and MMM to determine accurate performance metrics
• Lead the creative strategist team and editor bench, setting output SLAs per role
• Ship 80+ net-new creative variants per week by Month 4, scaling to 150+ by Month 9
• Own the creative supply chain end to end: briefs, scripts, production, QA, testing, iteration
• Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time
• Build a concept library that compounds quarter over quarter
• Direct the creative testing calendar across personas, angles, and category entry points
• Launch a statistical testing framework with clear win criteria and kill rules
• Own the relationship between ad messaging and landing page congruence
• Build and maintain the contribution margin waterfall, CAC/LTV models, and payback period analysis
• Deliver a weekly 60-second update to the CEO
• Lead with strong performance management, setting clear expectations and holding individuals accountable
• Manage agency relationships for performance, setting clear deliverables and cutting underperforming agencies
• Hire and fire team members as needed

Benefits

• Base salary starts at $250K USD and scales with 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: hire, fire, reallocate spend, and cut underperforming agencies without red tape
• Clean reporting line to the CEO
• A team of ~20 ready to be led

What This Job Offers

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