Senior Director of Performance Marketing - AI-First

About the Role

Puffy, a leading direct-to-consumer mattress brand with over $1 billion in sales and ranking among the top five mattress brands in the US, is seeking a Senior Director of Performance Marketing. This role offers full responsibility for managing a multi-million-dollar monthly ad spend on Google and Meta platforms, including overseeing systems, measurement, creative testing, budget allocation, and team leadership, reporting directly to the CEO. This opportunity allows you to build and optimize decision-making systems that scale revenue while preserving contribution margin.

Key Responsibilities

• Drive revenue growth from a significant monthly paid advertising budget across Google and Meta, ensuring contribution margins are maintained after returns and financing costs.
• Develop and document automated rules and systems to manage spend decisions such as pauses, increases, and reductions, minimizing the need for day-to-day executive involvement.
• Create advanced measurement frameworks that include geo-holdout incrementality testing and integrate backend realities with platform attributions.
• Architect a creative engine encompassing concept generation, testing taxonomy, briefs, analytics, UGC, and whitelisting to support scalable campaigns.
• Design capital allocation strategies that combat diminishing returns by focusing on marginal returns rather than platform-reported ROAS.
• Plan promotional strategies aligning with retail calendars including pulse strategies, financing offers, and funnel alignment.
• Identify, pilot, and integrate new paid advertising channels beyond Google and Meta.
• Lead team structuring and performance marketing organizational design with direct CEO collaboration and approval.

Candidate Requirements

• Minimum 6 years of performance marketing experience managing at least $1M/month spend on both Meta and Google platforms with direct budget and strategy ownership.
• Deep proficiency in Google advertising technologies, especially Performance Max (PMax) era capabilities including feed optimization and brand vs. non-brand economics.
• Experience with high Average Order Value (AOV) products ($1,000+), ideally in sectors with sparse conversions and long decision cycles such as furniture, jewelry, or home fitness.
• Proven ability to build bid, budget, and pause decision systems from the ground up, with a presentation of authored playbooks upon request.
• Strong statistical decision-making skills including volume gating, incrementality test design, and trade-off analysis.
• Expertise in creative testing post-ATT, managing creative concept vs. variation discipline, and detailed creative analytics.
• Demonstrated leadership in team development and restructuring within performance marketing functions.
• Structured and methodical approach to evaluating new advertising channels using selection frameworks and pilot test criteria.
• Additional desirable skills include scripting with Meta/Google APIs and Google Ads Scripts, experience combining agency and in-house roles, and background in emerging channels such as TikTok, Connected TV, and affiliate marketing.
• Prior experience in D2C e-commerce high-AOV verticals like home goods or furniture is beneficial.

Company Culture and Values

• Ownership mindset: Accountability for results beyond mere activity.
• Decisive execution: Thriving in fast-paced, high-stakes environments.
• Excellence-driven: Tackling complex challenges and pushing industry boundaries.
• AI-First approach: Utilizing advanced AI integration daily in strategic and operational tasks.
• Team commitment: Collaborative and driven to collectively achieve ambitious goals.

Compensation and Benefits

• Competitive total annual package up to $240,000 USD, including base salary up to $200,000 USD and performance bonuses up to 20% paid monthly.
• Comprehensive health, dental, and vision insurance according to country of hire.
• Generous paid time off and public holidays.
• Flexible remote working with optional relocation to Dubai headquarters featuring full visa support and zero income tax.
• AI-native work environment with access to advanced tool stacks.
• Opportunities for professional development and collaboration within a diverse international team (14+ nationalities).
• Recognition programs including Leaders Club membership and monthly performance awards with perks.

Additional Information

This role provides a rare opportunity to influence a large corporate performance marketing strategy directly while working closely with the CEO. It offers substantial autonomy in budget and organizational decisions, enabling the selected candidate to architect the future of paid media at a high-growth, AI-driven brand.