Head of Growth - DTC/eCommerce

About the role

Fabula, a fast‑growing D2C coffee brand in the United States, is seeking a Head of Growth who can immediately own and scale its performance‑media engine. The role is 100% results‑driven, focusing on paid‑media acquisition, creative strategy, and full‑funnel optimisation.

Key responsibilities

• Own and scale Meta paid media as the primary acquisition channel, with additional responsibility for Google, TikTok and other platforms.
• Develop and execute creative strategies by identifying winning customer angles, hooks, messaging, formats and concepts based on performance data.
• Build and manage a systematic creative‑testing pipeline, rapidly iterating to find high‑performing assets.
• Analyse the entire funnel—from ad to landing page to conversion—and optimise each step for lower CPA and higher ROAS.
• Research customer reviews, surveys, Reddit, competitor ads and Meta Ads Library to uncover new angles and audiences.
• Brief and manage UGC creators, editors and designers while staying hands‑on with scripts, copy and creative direction.
• Make daily scaling decisions based on CPA, ROAS, CTR, hook rate, thumb‑stop rate, CVR and contribution margin.
• Leverage AI tools to accelerate research, ideation, production and performance analysis.

Required profile

• 4–6+ years of experience creating performance creatives for D2C/eCommerce brands or agencies.
• Proven Meta media buyer who has personally scaled at least $50k/month in ad spend (minimum $200k/month for top candidates).
• Deep expertise in direct‑response advertising, customer psychology and full‑funnel optimisation.
• Hands‑on experience writing and editing hooks, scripts, headlines and landing‑page copy.
• Operator mindset: executes, tests, learns and scales without heavy supervision.
• Comfortable working directly with founders and taking significant ownership.

Required skills

• Meta (Facebook) Ads buying and optimisation
• Google Ads
• TikTok Paid / Spark Ads
• UGC creation and management
• AI‑driven research and creative generation
• Outbrain or Taboola advertising platforms
• Analytics tools such as Triple Whale, Northbeam, Motion, Foreplay