Senior Director - Performance Marketing

About Puffy and Role Overview

Puffy is a leading direct-to-consumer mattress brand, ranking among the top five in the U.S. with over $1 billion in sales. Since December 2023, Puffy has embraced an AI-first approach to revolutionize performance marketing. The company is seeking a Senior Director of Performance Marketing to lead and optimize a multimillion-dollar monthly paid advertising budget primarily across Google and Meta platforms. This senior role reports directly to the CEO and offers full ownership of systems, strategies, creative initiatives, measurement, capital allocation, and team leadership.

Key Responsibilities

• Drive revenue growth while maintaining contribution margin from a multimillion-dollar monthly advertising spend across Google and Meta.
• Allocate capital focusing on true marginal returns beyond platform-reported ROAS, considering returns and financing costs.
• Develop and implement clear, documented rules governing budget adjustments—when to pause, scale up, or reduce spending—and establish the measurement criteria supporting these decisions.
• Build decision systems and automation to enable scalable campaign management without daily executive oversight.
• Create and implement creative testing frameworks, including pipeline development, taxonomy, briefs, and analytics (hook/hold metrics, user-generated content, whitelisting).
• Design promotional architectures aligned with retail calendars, pulsing strategies, financing offers, and sales funnels.
• Explore and pilot emerging paid marketing channels beyond Google and Meta.
• Lead and reshape the performance marketing organization, with authority over team structure and scaling.

Candidate Profile and Requirements

• Minimum six years of performance marketing experience with direct strategic ownership of at least $1 million monthly spend on both Meta and Google platforms.
• Deep expertise in Google Performance Max campaigns, including feed optimization and brand vs. non-brand economics.
• Experience marketing high average order value products ($1,000+) in considered-purchase categories with sparse conversions and long decision cycles (e.g., furniture, jewelry, home fitness).
• Proven track record of personally developing and managing bid, budget, and pause decision systems at scale.
• Strong statistical decision-making skills including volume gating, handling false kills versus wasted ad spend, threshold setting, and incrementality test design.
• Competency in managing large-scale creative testing post-ATT (App Tracking Transparency), including concept variation and analytics.
• Effective leadership experience managing senior direct reports and scaling performance marketing teams.
• Structured evaluation skills for new paid channels including selection frameworks, pilot planning, budget management, and kill criteria.
• Preferably skilled in scripting for Meta and Google APIs and Google Ads Scripts.
• Experience combining agency and in-house marketing roles.
• Background in D2C e-commerce relevant to high-AOV home goods or furniture verticals is advantageous.

Organizational Culture and Values

• Ownership mindset with strong accountability for outcomes.
• Ability to make swift, thoughtful decisions and operate effectively under pressure.
• High standards and drive to overcome complex problems beyond conventional limits.
• Comfort with and enthusiasm for AI-driven tools and methodologies.
• Committed teamwork and dedication to meet organizational goals.

Benefits and Compensation

• Competitive annual total compensation up to $240,000 USD including base salary up to $200,000 and up to 20% monthly performance bonuses.
• Comprehensive health, dental, and vision insurance tailored to the hire location.
• Generous paid time off plus public holidays.
• Work remotely with flexible location options, including support to relocate to Dubai with visa support and tax advantages.
• Access to AI-native tool stacks within an AI-first innovative environment.
• Learning and development opportunities with international team collaboration.
• Eligibility for elite recognition programs such as the Leaders Club and monthly contribution awards.

Additional Information

This role offers a rare opportunity to architect performance marketing strategy at a large-scale direct-to-consumer company with direct CEO collaboration and substantial budget authority. The first year includes building critical decision systems, testing frameworks, and exploring new marketing channels to shape the company's future growth trajectory.