Director of Paid Media and Performance Marketing

About CAKES body

CAKES body is a rapidly growing consumer startup dedicated to developing innovative products for women and advocating for women's health causes. Since its inception, the company has experienced impressive growth, scaling its revenue from $10,000 to nearly $100 million within four years, while expanding across direct-to-consumer, retail, and emerging market channels.

Role Overview

We are seeking a Director of Paid Media and Performance Marketing who will lead our paid media strategy and execution to increase revenue and customer acquisition. Reporting directly to the Chief Growth Officer, this hands-on leader will specialize in paid social platforms such as Meta and TikTok and will have broad expertise across varied paid channels. The role demands a highly analytical and curious mindset, eager to enhance efficiency and consistently elevate revenue metrics.

Key Responsibilities

• Develop and oversee comprehensive paid media plans including execution, optimization, and reporting.
• Lead paid social campaigns on Meta and TikTok, while exploring expansion into additional channels.
• Align channel strategies, budgets, and forecasts with company revenue and customer acquisition objectives.
• Manage campaign design, audience targeting, bidding strategies, budget distribution, and channel investments.
• Stay informed on platform updates, competitive movements, and emerging market opportunities.
• Collaborate with senior leadership to provide investment suggestions based on performance and growth potential.
• Help establish the paid media team, tools, and operational workflows crucial for scaling.
• Implement robust testing regimens across products, offers, audiences, creatives, and platforms.
• Experiment with new ad formats, automation tools, and commerce features on Meta and TikTok.
• Partner with leadership to explore emerging platforms and technologies to diversify media reach.
• Rapidly act on test outcomes, scaling successful approaches and discontinuing underperforming ones.
• Drive key performance indicators including revenue, CAC, ROAS, conversion rates, AOV, and LTV.
• Manage budgets, forecasting, campaign pacing, and channel investments.
• Create detailed, standardized reports covering channels, campaigns, products, audiences, and creatives.
• Analyze data from platforms, GA4, attribution systems, and internal reports to understand performance drivers.
• Communicate insights, risks, and growth opportunities effectively to senior management and cross-functional teams.
• Collaborate with Creative teams to establish a high-volume, performance-focused testing flow for impactful messaging and formats.
• Translate media performance insights into clear creative briefs and priorities.
• Work with Ecommerce on optimizing landing pages, merchandising, conversion tactics, offers, and site testing.
• Partner with Influencer and Creator teams to identify scalable content, talent, and concepts for paid media.
• Integrate paid media strategies in product launches, promotional activities, inventory management, and market approaches.

Qualifications

• Minimum of 7 years’ experience in paid media, performance marketing, or customer acquisition.
• Expertise in Meta platforms with proven success scaling TikTok advertising.
• Experience managing other paid channels such as Google, Amazon, Pinterest, or CTV.
• Track record of significant revenue growth in high-growth DTC or e-commerce brands.
• Proven ability in testing and adopting new platform products, formats, and solutions.
• Experience overseeing large paid media budgets.
• Strong analytical proficiency including attribution modeling (MTA), marketing mix modeling, forecasting, and performance analytics.
• Deep understanding of the interplay between creative content, ecommerce operations, influencers, offers, and media strategy for growth.
• Balanced approach combining strategic planning with hands-on execution.
• Experience building or scaling paid media teams, including managing 1-2 direct reports.
• Strong leadership and communication skills fostering cross-functional collaboration.
• Mandatory experience in DTC and startup environments.