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 PaidCreative strategy: Identify winning customer angles, hooks, messaging, formats, and concepts based on performance data and customer researchCreative testing: Build and manage a systematic testing pipeline and rapidly identify winning creativesFull-funnel performance: Analyze and optimize the entire journey from ad advertorial/landing page offer conversionResearch: Mine customer reviews, surveys, Reddit, competitor ads, Meta Ads Library, and other sources for new angles and opportunitiesCreative production: Brief and manage UGC creators, editors, and designers - while remaining hands-on with scripts, hooks, copy, and creative directionPerformance 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 metricsScaling: Take proven creative and media-buying strategies and turn them into significant increases in profitable spendFunnels: Work on advertorials, landing pages, VSLs, offers, and other conversion assets to improve overall acquisition efficiencyAI: Use AI aggressively to accelerate research, creative ideation, scripting, production, analysis, and workflowsWhat 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 economicsImproving ROAS and reducing CPAIncreasing creative win rate and testing velocityFinding new winning angles and audiencesImproving conversion rates across the funnelBuilding a repeatable creative and media-buying systemUltimately, taking Fabula to the next levelYou 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 $200k/month in ad spend)Equally strong on creative strategy and performance marketingDeeply experienced with direct-response advertising and customer psychologyAble to look at an ad account, creative performance, and funnel data and immediately identify what needs to changeExperienced scaling DTC/eCommerce brands - not B2B, SaaS, lead generation, or general marketingHands-on with creative: you can write or heavily edit hooks, scripts, headlines, briefs, and landing page copyExperienced managing creative production with UGC creators, editors, and designersAn operator, not a consultant. You don't just make recommendations - you execute, test, learn, and scaleComfortable working directly with founders and taking significant ownership with minimal hand-holdingAI-native: you use AI daily to accelerate research, creative development, analysis, and executionFast-moving, highly analytical, and obsessed with finding what worksStrong bonus points
Experience scaling supplements, health, wellness, beauty, or other DTC consumer brandsExperience with advertorials, VSLs, or aggressive direct-response funnelsExperience with TikTok Paid / Spark AdsExperience with Outbrain or TaboolaExperience with tools such as Triple Whale, Northbeam, Motion, Foreplay, or similarStrong understanding of FTC/FDA considerations for supplement advertisingImportant: Who this role is NOT for
You've managed less than $200K/month in ad spendYour background is primarily organic social or influencer marketingYou're primarily a creative strategist who doesn't understand media buyingYou're primarily a media buyer who relies on someone else for all creative strategyYou've worked mainly in B2B, SaaS, lead generation, or non-eCommerce environmentsYou're looking for a role where someone else tells you what to doWe 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 remoteFull-timeMinimum 6-hour overlap with US Eastern Time (10:00 AM–4:00 PM ET)Direct collaboration with the foundersSignificant ownership and autonomyPossible equity upside for strong performance
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