VP of Performance Marketing

Pearl West is an owner-operator holdco, deep in the ecommerce space, focused on scaling the brands we own. We are self-funded. No external capital, no VC pressure, no portfolio padding. We move fast, we operate what we own, and we obsess over the details that make a brand work: the product, the creative, the funnel, the customer experience, the unit economics.

Our current focus is our pet brand, with strong traction across Amazon, TikTok Shop, and DTC, serving hundreds of thousands of customers across North America. Our portfolio also includes brands in health and wellness, all subscription-driven with strong recurring revenue. Profitable. Self-funded. On a clear path to a meaningful outcome over the next 18 to 24 months.

We are looking for killer operators to join us.

The Role

We are hiring a VP of Performance Marketing to run paid acquisition end to end. You will own Meta, Google, TikTok, AppLovin, and Snapchat. You will lead the creative strategist and editor team responsible for feeding the machine. You will own the numbers week over week, quarter over quarter.

You inherit a team of roughly 20 (creative strategists, editors, a media buyer, a CRO analyst) and a mandate to scale new customer revenue 5x in 12 months.

This is not a strategy seat. This is not a brand seat. This is the seat where you personally open Ads Manager every day, diagnose campaigns in real time, make scaling calls on the fly, and ship winners on Saturday if Saturday is when the work is. You own the P&L for new customer acquisition.

Why This Role Matters

Paid media is the engine that funds everything else. Every new product, every new category, every new brand we want to launch is downstream of our ability to profitably acquire customers at scale.

We need an operator who has scaled paid before and wants to do it again. Someone who has sat in the chair at $50K a day, $100K a day, and beyond, and knows exactly what breaks as you climb. Someone who can diagnose a CPM spike in 10 minutes, rebuild a fatigued creative hook in a day, and push daily spend past levels this team has not seen before.

What You Will Own

Paid Media Execution

• Full P&L accountability for DTC new customer revenue
• Meta as primary channel. Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels.
• Daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring across all paid channels
• Scaling daily Meta spend to $100K+ on a single brand while holding target ncROAS
• Hitting target ncROAS and increasing total ad spend, quarter over quarter
• Triangulating platform ROAS with incrementality testing and MMM to find the real number

Creative Strategy & Production

• 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
• 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, not one that resets every 90 days
• Direct the creative testing calendar across personas, angles, and category entry points

Testing & CRO

• Launch a statistical testing framework with clear win criteria and kill rules
• Own the relationship between ad messaging and landing page congruence
• Strong copywriting skills. Know how 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, qu