Head of Growth - DTC/eCommerce

Fabula is a fast-growing D2C coffee brand in the United States. We're looking for a Head of Growth aka killer performance media buyer/creative strategist who is already operating at a high level in eCommerce. This isn't a role for someone who wants to learn how to scale an eCommerce brand. We want someone who has already done it.

Our goal is simple: bring in someone who can jump in, take ownership of our growth engine, and take Fabula to the next level.

What you'll own

• Paid media: Own and scale Meta as the primary acquisition channel, with additional experience across Google and/or TikTok Paid
• Creative strategy: Identify winning customer angles, hooks, messaging, formats, and concepts based on performance data and customer research
• Creative testing: Build and manage a systematic testing pipeline and rapidly identify winning creatives
• Full-funnel performance: Analyze and optimize the entire journey from ad advertorial/landing page offer conversion
• Research: Mine customer reviews, surveys, Reddit, competitor ads, Meta Ads Library, and other sources for new angles and opportunities
• Creative production: Brief and manage UGC creators, editors, and designers - while remaining hands-on with scripts, hooks, copy, and creative direction
• Performance analysis: Make daily decisions around what to scale, iterate, or kill based on CPA, ROAS, CTR, hook rate, thumbstop rate, CVR, contribution margin, and other relevant metrics
• Scaling: Take proven creative and media-buying strategies and turn them into significant increases in profitable spend
• Funnels: Work on advertorials, landing pages, VSLs, offers, and other conversion assets to improve overall acquisition efficiency
• AI: Use AI aggressively to accelerate research, creative ideation, scripting, production, analysis, and workflows

What success looks like

We don't measure activity; we measure results. This is a 100% performance role focused on scaling spend while maintaining CAC ceiling.

Success means:

• Scaling paid spend while maintaining healthy unit economics
• Improving ROAS and reducing CPA
• Increasing creative win rate and testing velocity
• Finding new winning angles and audiences
• Improving conversion rates across the funnel
• Building a repeatable creative and media-buying system
• Ultimately, taking Fabula to the next level

You are

• 4–6+ years of experience creating performance creatives for D2C/eCommerce brands or eCommerce agencies (not B2B, not a generalist)
• A proven Meta media buyer who has personally scaled campaigns, not just overseen them (at least $50k/month in ad spend)
• Equally strong on creative strategy and performance marketing
• Deeply experienced with direct-response advertising and customer psychology
• Able to look at an ad account, creative performance, and funnel data and immediately identify what needs to change
• Experienced scaling DTC/eCommerce brands - not B2B, SaaS, lead generation, or general marketing
• Hands-on with creative: you can write or heavily edit hooks, scripts, headlines, briefs, and landing page copy
• Experienced managing creative production with UGC creators, editors, and designers
• An operator, not a consultant. You don't just make recommendations - you execute, test, learn, and scale
• Comfortable working directly with founders and taking significant ownership with minimal hand-holding
• AI-native: you use AI daily to accelerate research, creative development, analysis, and execution
• Fast-moving, highly analytical, and obsessed with finding what works

Strong bonus points

• Experience scaling supplements, health, wellness, beauty, or other DTC consumer brands
• Experience with advertorials, VSLs, or aggressive direct-response funnels
• Experience with TikTok Paid / Spark Ads
• Experience with Outbrain or Taboola
• Experience with tools such as Triple Whale, Northbeam, Motion, Foreplay, or similar
• Strong understanding of FTC/FDA considerations for supplement advertising

Important: Who this role is NOT for

This is not a fit if:

• You've managed less than $200K/month in ad spend
• Your background is primarily organic social or influencer marketing
• You're primarily a creative strategist who doesn't understand media buying
• You're primarily a media buyer who relies on someone else for all creative strategy
• You've worked mainly in B2B, SaaS, lead generation, or non-eCommerce environments
• You're looking for a role where someone else tells you what to do

We want someone who can walk into an eCommerce brand, look at the numbers and the creative, figure out what's broken, and start making it better immediately.

Schedule

• Fully remote
• Full-time
• Minimum 6-hour overlap with US Eastern Time (10:00 AM–4:00 PM ET)
• Direct collaboration with the founders
• Significant ownership and autonomy
• Possible equity upside for strong performance