Head of Growth

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.

What you'll own

• Paid media: Own and scale Meta as the primary acquisition channel, with additional experience across Google and/or TikTok 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

What success looks like

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

Success means:

• 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

You are

• 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

Strong bonus points

• Experience scaling supplements, health, wellness, beauty, or other DTC consumer brands
• Experience with advertorials, VSLs, or aggressive direct-response funnels
• Experience with TikTok Paid / Spark Ads
• Experience with Outbrain or Taboola
• Experience with tools such as Triple Whale, Northbeam, Motion, Foreplay, or similar
• Strong understanding of FTC/FDA considerations for supplement advertising

Important: Who this role is NOT for

This is not a fit if:

• You've managed less than $200K/month in ad spend
• Your background is primarily organic social or influencer marketing
• You're primarily a creative strategist who doesn't understand media buying
• You're primarily a media buyer who relies on someone else for all creative strategy
• You've worked mainly in B2B, SaaS, lead generation, or non-eC