About this role
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
- 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 managed and scaled campaigns, not just overseen them (at least $250k/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 with advertorials, VSLs, or aggressive direct-response funnels
- Experienced with Outbrain or Taboola
- Experienced managing creative production with UGC creators, editors, and designers
- AI-native: you use AI daily to accelerate research, creative development, analysis, and execution
- An operator, not a consultant. You don't just make recommendations - you execute, test, learn, and scale
- Comfortable working direct