Senior Performance Marketing Manager - Meta Ads · Remote, India

About Mellow

Mellow Sleep is one of the fastest-growing consumer brands in the U.S., scaling from $0 to $100 Million in revenue in under 9 months, profitably. We're the #1 Home brand on TikTok Shop and expanding fast across Target, QVC, Walmart, Amazon, and wholesale.

We're hiring a Senior Performance Marketing Manager to own our Meta channel. This is a hands-on senior media buying role on a live account already spending seven figures per month.

The Role

You own Meta end to end as a channel: account architecture, budget allocation, creative testing strategy, measurement, and the daily operating rhythm. You'll be in Ads Manager every day, but you'll also be the person who decides how the account should be structured, where the next $100K goes, and what the creative pipeline needs to produce next quarter.

You'll report to the Media Buying Lead and co-own channel strategy with them (until that hire lands, you'll report directly to the Director of Growth and work closely with the CEO). The Lead sets cross-channel priorities and the operating standard; you own Meta's plan, its numbers, and its results. As the team grows you'll help hire and mentor the next buyer.

What You'll Own

Meta Channel Strategy and P&L

- The Meta media plan: monthly and quarterly spend targets, efficiency targets, and the scaling path to hit them
- Budget allocation across campaigns, geos, product lines, and funnel stages, tied to contribution margin
- Account architecture: when to consolidate, when to split, when to rebuild
- The Meta forecast and the weekly read against it

Daily Operations

- Launch, scale, and kill decisions against pre-committed thresholds, with the account monitored daily
- Pacing to plan, anomaly detection within the day, and fast correction
- Daily and weekly reads for the Lead and CEO: what worked, what didn't, what's next, readable in five minutes

Experimentation and Creative Strategy

- The creative testing framework: concept-vs-variation discipline, sample sizing, kill criteria set before launch
- Quarterly creative direction to the Creative team: what angles, formats, and hooks the account needs next
- Creative briefs with benchmarks, and a feedback loop on what's winning and fatiguing
- Bidding, targeting, and structure tests with a written hypothesis and a documented read-out

Measurement and Reconciliation

- Reconciling Meta Ads Manager, Triple Whale, and Shopify, and deciding which number to run the account on
- Contribution margin as the operating metric: returns, discounts, shipping, and fees in the math
- Incrementality and holdout thinking, not just attributed ROAS
- Reporting built for decisions, in Sheets or your tool of choice

Cross-Functional Leadership

- Creative: brief quality, turnaround, and the bar on what ships
- CRO: landing page and offer tests that feed the Meta engine
- Retention and finance: shared view of LTV, payback, and blended CAC
- Hiring and mentoring the next Meta buyer as the team scales