Head of Growth - DTC/eCommerce

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

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Paid media: Own and scale Meta as the primary acquisition channel, with additional experience across Google and/or TikTok Paid

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Creative strategy: Identify winning customer angles, hooks, messaging, formats, and concepts based on performance data and customer research

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Creative testing: Build and manage a systematic testing pipeline and rapidly identify winning creatives

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Full-funnel performance: Analyze and optimize the entire journey from ad advertorial/landing page offer conversion

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Research: Mine customer reviews, surveys, Reddit, competitor ads, Meta Ads Library, and other sources for new angles and opportunities

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Creative production: Brief and manage UGC creators, editors, and designers - while remaining hands-on with scripts, hooks, copy, and creative direction

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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

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Scaling: Take proven creative and media-buying strategies and turn them into significant increases in profitable spend

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Funnels: Work on advertorials, landing pages, VSLs, offers, and other conversion assets to improve overall acquisition efficiency

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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 scaled campaigns, not just overseen them (at least $50k/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 managing creative production with UGC creators, editors, and designers

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An operator, not a consultant. You don't just make recommendations - you execute, test, learn, and scale

- Comfortable working directly with founders and taking significant ownership with minimal hand-holding

- AI-native: you use AI daily to accelerate research, creative development, analysis, and execution

- Fast-moving, highly analytical, and obsessed with finding what works

Strong bonus points

- Experience scaling supplements, health, wellness, beauty, or other DTC consumer brands

- Experience with advertorials, VSLs, or aggressive direct-response funnels

- Experience with TikTok Paid / Spark Ads

- Experience with Outbrain or Taboola

- Experience with tools such as Triple Whale, Northbeam, Motion, Foreplay, or similar

- Strong understanding of FTC/FDA consi