Facelove is a fast-growing DTC beauty brand in the US. We're direct-response first, the large majority of our revenue comes from paid acquisition, and every decision we make is measured against CAC, MER and contribution margin.
We're scaling quickly, and we're looking for a Head of Paid Media to own that growth: someone who has run serious spend before, knows what breaks at scale, and can build the system that gets us to the next level.
About the Role:
You'll take full ownership of paid acquisition across Meta, Google, TikTok and AppLovin, managing $3-5M in monthly spend.
This is a strategy and ownership role. You'll have a team of junior media buyers who handle the implementation, from building and launching campaigns, ad uploads, naming conventions, and day-to-day platform work. Your job is to set the strategy, make budget changes, direct their work, and make sure we scale efficiently as spend grows.
What you'll own
Performance and P&L
- CAC, MER and blended contribution margin across all paid channels
- Spend planning and budget allocation across Meta, Google, TikTok and AppLovin
- Scaling decisions: when to push, when to pull back, and the evidence behind both
- Forecasting and hitting your forecasts
Channel strategy
- Meta as the dominant channel: account structure, campaign architecture, audience and placement strategy, testing framework
- Google (Brand, PMax, Shopping, YouTube) and Tiktok as diversification and incremental-volume plays
- AppLovin, a serious and growing part of our mix; you'll be expected to already know how to buy here and how to scale it
- Owning the mix: deciding where the next dollar goes and being able to defend it with numbers Leading the buying team
- Direct a team of junior media buyers who execute your strategy in-platform
- Set clear priorities, review their work, and hold the quality bar on launches
- Build the SOPs, QA checks and onboarding that let us add buyers without adding chaos
- Develop them, we want buyers who get better under you, and we want you to set the bar for the next hires
Testing and creative direction
- A disciplined, documented testing calendar: hypotheses, sample sizes, read windows, kill criteria
- Close partnership with our creative pods: you own the brief-back loop, telling the creative team what's working, what's dying and what to make next. You don't make the ads; you make sure we make the right ones.
- Offer, landing page and funnel testing in partnership with web and retention
Measurement
- Own the truth on attribution. We run third-party measurement alongside platform reporting and we know platform numbers are inflated, you'll be expected to have a defensible point of view on incrementality and to decide on real numbers, not comfortable ones.
- Reporting a founder can read in five minutes and trust
What success looks like
First 30 days - You know our accounts better than anyone. You've audited structure, spend efficiency and measurement, and delivered a written diagnosis with the three biggest efficiency leaks and how you'd fix them. Within the first 7 days you've gone through the full onboarding needed for you to take over day to day mediabuying and are ready after week 1 to take over, the current setup, while changing it to how it should stand along the way.
First 90 days - Day-to-day buying runs through you and your team, not through a founder. Testing cadence is live and documented. You're running a weekly performance review that drives real decisions.
Who you are
Required
- 7+ years of experience in paid media, performance marketing, or customer acquisition - You have personally managed $1M+ per month in paid media spend - not overseen it from a distance
- Deep, hands-on Meta expertise. Non-negotiable. You should have strong opinions about account structure and be able to explain your reasoning.
- Direct experience across Google, TikTok and AppLovin - we're not looking for someone who will learn these on our budget
- Real fluency in unit economics: CAC, MER, AOV, LTV, contribution margin. You can build the model, not just read the dashboard.
- Experience with third-party attribution and a healthy scepticism about platform-reported numbers
- You've managed media buyers before and can show what you built to make them better
Strong plus
- Beauty, skincare or supplements experience
- Experience selling to women 45+, or in any category where trust and proof of efficacy matter more than novelty
- AppLovin or other emerging channels taken from zero to scale
- Amazon Ads
- You've worked in a founder-led business and know how to take something over rather than wait to be handed it
How you work
- You move fast and decide with incomplete information
- You'd rather be corrected than be wrong for a quarter
- You are comfortable telling a founder their favourite campaign isn't working
- You want ownership, not a brief
What we offer
- Real ownership of the most important function in the business, with a direct line to the founders
- Remote-first, async-friendly, results-measured
- A brand with genuine product-market fit and room to scale
