Director of Paid Social

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 Director of Paid Social to own Meta acquisition end to end. You will personally run the ad account, lead the creative team that feeds it, and push daily spend past levels this team has not seen before.

You inherit a team of roughly 20 (four creative strategists, 16 editors, a media buyer, a CRO analyst) and a mandate to scale new customer revenue 5x in 12 months. Meta is your primary channel. Google, TikTok, AppLovin, and Snapchat exist as supporting channels but Meta is where 80% of your focus lives.

This is not a strategy seat. This is a deep paid social seat. 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 ncROAS, ncCAC, and daily ad spend.

Why This Role Matters

Meta is the engine of this business. It is where we generate demand, where we acquire subscribers, and where we fund everything we want to build next. Every new product, every new category, every new brand launch is downstream of our ability to profitably scale Meta.

We need an operator who has sat in the chair at $50K a day, $100K a day, and beyond. Someone who has scaled from $10K a day to $100K a day on a single brand and knows exactly what breaks as you climb. Someone who can diagnose a CPM spike in 10 minutes, rebuild a fatigued creative angle in a day, and hold ncROAS at target while tripling spend.

What You Will Own

Meta Ad Account

• Full P&L accountability for DTC new customer revenue on Meta
• Daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring
• 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
• Kill rules, testing budgets, and scaling rules documented and enforced
• Campaign structure optimization: ASC vs manual, budget consolidation, audience strategy

Supporting Paid Channels

• Own Google Ads, TikTok Ads, AppLovin, and Snapchat Ads as supporting channels
• Set channel budgets and targets quarterly. Optimize each channel against its own ncROAS target.
• Decide when to hold vs. scale vs. cut a channel based on unit economics, not vanity

Creative Direction & Team Leadership

• 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
• Direct the creative testing calendar across personas, angles, and category entry points
• Diagnose creative fatigue, hooks, scripts, pacing, and narrative performance in real time
• Write and direct briefs. You are not just a media buyer. You are a creative operator who knows what will perform before it ships.
• Build a concept library that compounds quarter over quarter

Testing & CRO Partnership