Performance Marketing Manager - DTC

Role Mandate

Own profitable customer acquisition for the DTC channel. Drive incremental revenue at controlled CAC by designing, executing, and scaling performance marketing across Meta, Google and allied paid channels. Operate with full accountability to unit economics.

Core Outcomes

Incremental revenue growth with CAC permissible thresholds by category and SKU

Scalable acquisition engine aligned to gross margin, inventory, and LTV

Clear separation of brand, prospecting, and remarketing demand

Measurable incrementality with defensible reporting

Responsibilities

Architect and manage Google & Meta ecosystem segmented by category, margin band, and permissible CAC

Translate business economics (AOV, GM%, LTV) into bidding logic (tCPA / tROAS / value-based bidding)

Own Merchant Center feed strategy: product taxonomy, custom labels, lifecycle flags, margin tagging

Drive continuous optimization via query mining, creative testing, audience layering, and funnel diagnostics

Implement and enforce guardrails: budget pacing, CAC caps, SKU-level pausing, return/refund adjustments

Design and run incrementality frameworks (geo / audience holdouts); reconcile attributed vs incremental revenue

Partner with analytics, tech, and merchandising to ensure clean data, accurate conversion values, and inventory alignment

Produce decision-grade reporting focused on incremental revenue, margin contribution, and scalability

Experience Profile

46 years in DTC performance or growth marketing, with material Google Ads ownership

Proven scale experience in personal care / beauty / FMCG DTC

Hands-on with value-based bidding, feed-driven growth, and experimentation frameworks

Absolute Must-Have Skills & Attitudes

1. Unit-Economics First Thinking

Instinctively optimizes for margin-adjusted incremental revenue. CAC, ROAS, and spend decisions are derived from GM%, AOV, and LTVnot channel benchmarks.

2. Structural Clarity & Systems Design

Builds clean, defensible account structures that mirror business reality (category margin funnel). Avoids mixed signals to algorithms.

3. Incrementality Obsession

Distrusts platform attribution by default. Designs holdouts, controls, and reconciliation logic without prompting. Comfortable defending results under scrutiny.

4. Operator-Level Rigor

Executes daily with precision: feed hygiene, bid controls, negatives, pacing, refunds, inventory sync. No dependence on learning phases as excuses.

5. Ownership Without Noise

Treats ad spend like personal capital. Takes accountability for outcomes, not activity. Acts decisively, documents logic, corrects fast.