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.

• Paid media:
  Own and scale Meta as the primary acquisition channel, with additional experience across Google and/or Tik Tok Paid
• Creative strategy:
  Identify winning customer angles, hooks, messaging, formats, and concepts based on performance data and customer research
• Creative testing:
  Build and manage a systematic testing pipeline and rapidly identify winning creatives
• Full-funnel performance:
  Analyze and optimize the entire journey from ad advertorial/landing page offer conversion
• Research:
  Mine customer reviews, surveys, Reddit, competitor ads, Meta Ads Library, and other sources for new angles and opportunities
• Creative production:
  Brief and manage UGC creators, editors, and designers - while remaining hands‑on with scripts, hooks, copy, and creative direction
• Performance 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 metrics
• Scaling:
  Take proven creative and media‑buying strategies and turn them into significant increases in profitable spend
• Funnels:
  Work on advertorials, landing pages, VSLs, offers, and other conversion assets to improve overall acquisition efficiency
• AI:
  Use AI aggressively to accelerate research, creative ideation, scripting, production, analysis, and workflows

We don't measure activity; we measure results. This is a 100% performance role focused on scaling spend while maintaining CAC ceiling.

• Scaling paid spend while maintaining healthy unit economics
• Improving ROAS and reducing CPA
• Increasing creative win rate and testing velocity
• Finding new winning angles and audiences
• Improving conversion rates across the funnel
• Building a repeatable creative and media‑buying system
• Ultimately, taking Fabula to the next level

• 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 $50k/month in ad spend)
• Equally strong on creative strategy and performance marketing
• Deeply experienced with direct‑response advertising and customer psychology
• Able to look at an ad account, creative performance, and funnel data and immediately identify what needs to change
• Experienced scaling DTC/eCommerce brands - not B2B, SaaS, lead generation, or general marketing
• Hands‑on with creative: you can write or heavily edit hooks, scripts, headlines, briefs, and landing page copy
• Experienced managing creative production with UGC creators, editors, and designers
• An operator, not a consultant. You don't just make recommendations - you execute, test, learn, and scale
• Comfortable working directly with founders and taking significant ownership with minimal hand‑holding
• AI‑native: you use AI daily to accelerate research, creative development, analysis, and execution
• Fast‑moving, highly analytical, and obsessed with finding what works

• Experience scaling supplements, health, wellness, beauty, or other DTC consumer brands
• Experience with advertorials, VSLs, or aggressive direct‑response funnels
• Experience with Tik Tok Paid / Spark Ads
• Experience with Outbrain or Taboola
• Experience with tools such as Triple Whale, Northbeam,…