Paid Social (Meta) Performance Lead

What you'll do:

• Own the channel end to end. You’ll drive budget, pacing, forecasting, campaign architecture, in-channel creative strategy, bidding, audiences, placement mix — the full stack of decisions that drive our largest paid channel. You'll be accountable for acquiring high quality customers at efficient CACs.

• Optimize for customer quality, not just cost. You'll be responsible for driving against both volume & quality targets — conversions, customer retention, LTV — and you'll tune targeting, creative selection, and bidding toward cohorts that stay, even when that makes the topline CAC number look worse in the short run.

• Bring the channel in house. Lead the transition from our hybrid agency model to full internal ownership, leading hands-on account management with ad ops support.

• Own creative performance in-channel. Collaborate closely with the Growth Creative Strategist on translating our creative strategy to Meta — determine how we bring our value props to life, testing strategy, and the audience × message × format judgment behind those calls. You'll feed your channel's signals back into the system so wins travel beyond your channel.

• Own the measurement, skeptically. Keep our signal quality strong (CAPI, event match quality, AEM), reconcile platform reporting against internal attribution, and contribute to incrementality work — geo holdouts, lift studies — so we're spending against what really drives performance, not what Meta says is real.

Who you are

• You've run Meta at scale. You've personally managed seven-figure monthly Meta budgets , ideally at a DTC subscription or ecommerce brand, with deep hands on keys experience, not through an agency. You know firsthand how differently the platform behaves at that level of spend than at a fraction of it.

• You have experience with subscription business and understand the dynamics you instinctively evaluate performance through retention and LTV, not just cost per conversion.

• You're rigorous about reporting & tech. You design clean tests and you can tell a genuine performance signal from attribution noise. CAPI, EMQ, attribution windows, and view-through dynamics are familiar ground.

• You have in-channel creative judgment. You understand why an ad wins for a given audience in a given placement, and you can operate within a shared creative strategy, making it perform in your channel without needing to own the whole system.

• You communicate with clarity. You can explain a CPM spike to the exec team without hiding behind jargon, and you say what you think the account needs, directly.

• You're a cat person. You care about cats and the people who love them, and you're genuinely excited to build for this community.

What you’ll love about us:

• Mission-Driven Company: We love cats and we're here to make nine lives ten.

• People-Driven Company: We treat our people like people; we're committed to Smalls, and we work hard but also respect everyone’s lives outside of work.

• Data-Driven Culture: We love using data to guide decision-making where appropriate, but we also know when to move quickly and go with our gut.

• Competitive Salary: Make some $$$.

• Very Competitive Benefits: Fully paid Health, Vision, and Dental insurance. 4-day work week. Unlimited PTO.

• Fully Remote Office & Culture: Our team is spread across the US day to day, but we travel for department & company off-sites and retreats.

• Free Product: Free cat food every month.