Head of Paid Marketing

Who We Are? We help men save their marriages through results-oriented online coaching, often succeeding where traditional counseling falls short. Check Marriage Reset YouTube channel ( and Instagram ( The Role in One Paragraph We are hiring a Head of Paid Marketing to take full ownership of paid client acquisition at an eight-figure men's coaching company and to run a marketing turnaround. Your scope is paid media, conversion, conversion-rate optimization, and email; organic is a separate function you coordinate with, not run. Three years ago this funnel produced a ROAS most operators would envy. Today it produces a fraction of its peak, historic winner ads don't work as they used to, and new winners are bringing in lower quality leads. Until now the founder has run paid marketing personally while also running the company. That transfers to you, piece by piece but quickly: you report to the CEO, work closely with the founder, and the intent is that within your first months you are running this function end to end. You inherit a proven funnel, years of data, and the current team. Find out what actually broke, fix it, raise the standard of everything we produce, and build the team this business needs to scale to the next level. For the right person, this seat carries a path to CMO. What You Will Own Paid media strategy and results. Account structure and testing methodology with our external media-buying partner –– they execute, you direct. Scaling and budget doctrine. Lead quality end-to-end; stop teaching the algorithm to bring us men who can't afford the program. A CPM-reduction program. The call on whether and how to expand Google ads, which currently outperforms Meta on ROAS but ad spent has halved compared to 2 years ago. Growth economics. You own the forecast –– revenue → calls → cost per qualified call → spend → creative volume –– and rebuild it monthly. You allocate budget across Meta, Google/YouTube and Bing. Creative and messaging direction –– our biggest gap and your biggest lever. You own the flywheel: mine sales calls and best-customer language → turn that language into hooks, angles, and ads → iterate based on which calls actually close. You own the avatar architecture –– high-income professionals and the broad market –– and every ad concept ships with a written hypothesis, target avatar, and rationale. You watch our ads and VSL the way a prospect would and tell us what they actually make you feel. AI pre-checks are fine; AI-only reviews are not. You must be able to write (VSL copy and direct-response copy) and you write it yourself when it matters most; otherwise you brief and direct the copywriters. You own the VSL improvements and iterations, creative volume and diversity targets, and final quality control on everything that ships. Compliance and account safety. After handover: the compliance guide, the final-review gate on every ad and page, the multi-account testing ladder, platform-policy watch, and the playbooks for operating through restrictions. This is institutional knowledge the founder transfers to you directly. Data, tracking, and attribution. You own our conversion-event architecture, what we send to each platform and at what quality threshold, one of our most important levers on lead quality. You decide with our media buyer on how to manage event routing, run our pixel-conditioning strategy including the up-market experiments, and keep one canonical weekly scoreboard with funnel data by stage. Funnel and CRO. Front end above all: ads, opt-in, VSL, application, booking, confirmation pages. Structured split testing from opt-in through sale –– not just top-of-funnel CTR. Funnel-architecture bets: direct-to-VSL, no-opt-in variants, persona-specific funnels. Email. You own the email number and the learning loop between email and paid: sequences and broadcasts built from the same angles as the ads, and winning email concepts fed back into the ads pipeline. The copywriters write; you set direction and hold the standard. Team leadership. You inherit the current team –– copywriters, video editors, production, the external media-buying partner, our senior direct-response marketer, and the growth operations coordinator we are hiring now –– and you own the team from there: raising the standard, and the hiring and firing decisions that come with making sure this function succeeds. Weekly plans, structured meetings, quarterly performance reviews, and hiring through our scorecard-based process (every hire does a paid test task; that rule is never waived). You design the team this mission needs and recruit A-players into the gaps. You also set the standard for this department and hold the team to it: clear expectations, direct feedback, and the harder conversations when someone is not meeting the bar. You will have our full backing on those calls. You also own how this department runs day to day: the processes, the production pipeline, and the throughput and quality of our creative and editing output. Competitor and market intelligence . You regularly watch and analyze competitor ads and VSLs and telling us specifically how to compete in the market better, not just provide AI summary of an ad library. AI-first operation . Our goal is to run lean and leverage AI heavily (currently work in progress). You use Claude and Claude Code daily –– for analysis, research, SOPs, compliance pre-checks –– and you build systems, not just outputs. What We Have Already Tried Four years of testing means we want you arriving informed, not pitching things we have already burned money on. A good candidate may argue any of these was run wrong; that conversation is welcome. Lead-objective campaigns: consistently fail for us. Cheap leads, almost no booked calls. We optimize to the call event or deeper. High-income-only pixel feeding: since we get very few of these, we did not send enough conversions to Meta so conversions collapsed within days. We are open to retrying with a version that explains why it would work differently now. Income targeting at the audience layer: We tried targeting highest 10% or highest 25% of ZIP codes, high income interests etc; it did not produce. What Winning Looks Like In 6 months: ROAS is back toward its historical level, revenue growing again, and a marketing department that holds a standard without the founder inside it. In 18 months: this business at a scale it has never reached, with you as the person who took it there ––CMO title, profit-share tied to business growth. Requirements Ran or led marketing for offer(s) doing $1M+/month within the last 18 months –– verifiable Deep high-ticket call-funnel experience –– optimizing to booked call and sale, not to lead Expert Meta media buying with real Andromeda-era fluency –– creative-as-targeting, concept-level testing, pixel conditioning –– familiar with what experts like Jeremy Haynes teach, and able to teach it back to our team #J-18808-Ljbffr