Director of Performance Marketing

About the role Kickoff is the only insurance-covered platform combining nutrition, fitness and wellness coaching. Our clients work 1:1 with a dual-certified coach (Registered Dietitian and certified personal trainer), and 94% pay nothing out of pocket. Paid acquisition is our main growth engine, and we are scaling it fast. We are hiring a Director of Performance Marketing to own paid growth end to end. We’ve 10x our media spend in the last year and are planning to spend 7-figures per month in 2027. You will run Meta today, open the next channels (YouTube, TikTok, CTV, affiliate), and direct the creative engine that feeds all of them. You will own how we measure success across channels, and you will push us toward higher-value clients, not just cheaper ones. This is a hands-on leadership role. You will set strategy but still live in the ad accounts. You should have a strong pulse on the latest digital advertising trends and great taste. This role reports to the Head of Growth and manages our creative team. What you'll do Lead creative strategy and systems Set the creative strategy, dictating what types of creative we need to win on any given channel. Collaborate with our creative team to ensure their output volume, quality, and diversity is what you need to drive performance. Help decide what creative resources we need: in-house vs. agency, UGC, creators and freelancers. Manage our creative lead and current team, and make decisions about how we should grow the creative team as the business scales. Own and scale Meta Run media buying across our Meta campaigns: creative testing, winner scaling, bid and budget strategy, and account structure. Optimize tROAS and cost-cap campaigns, and decide where to scale, hold or pull back as efficiency changes. Own the paid budget and forecast performance, and manage spend against CAC and new-client targets. Unlock new channels Launch and scale YouTube and TikTok, and grow Google Search. Build the roadmap for the next channels, such as CTV and affiliate, with clear tests and go/no-go criteria for each. Own measurement and value Lead our thinking on attribution, tracking and media mix: platform reporting, incrementality tests and, over time, MMM. Tie spend to what matters: CAC, ROAS, retention and lifetime value, not just platform-reported conversions. Find and target higher-value clients, and feed those signals back into bidding and creative. Report clearly to leadership, connecting channel performance to company goals. What we're looking for 7+ years in performance or growth marketing, with recent hands-on buying across paid platforms. A track record of scaling a DTC, subscription or consumer health brand on paid social, ideally with $1M+ in annual spend. Deep creative instincts. You can explain why an ad won, brief the next ten, and advise a testing system at high volume. Experience launching at least one channel beyond Meta (YouTube, TikTok, Google, CTV or affiliate) from zero to meaningful spend. Strong analytical skills across CAC, ROAS, LTV, payback and attribution. You know where platform numbers lie, and you have run or designed incrementality tests. AI Fluency — you should already come in with existing AI playbooks on how to improve performance or reduce cost. You should be a thought leader and push our team to do more with AI. Willingness to work in person 5 days a week in our Soho office (flexibility to work remote when needed) Experience managing creative people or partners, in-house or agency. Comfort at both levels: setting the strategy one hour, fixing a broken ad set the next. Clear, direct communication, and the judgment to recommend cutting spend when the returns aren't there. Experience in high growth, ambitious startup or startup-like environments - and the comfort with change and ambiguity that’s required in such environments Nice to have Pre-existing passion for fitness, nutrition, and wellness (ability to become passionate about it on the job is required) Experience in healthcare, insurance-covered services, or other regulated categories with ad policy limits. Experience with MMM, geo-holdout tests or state-level launches. Experience building UGC or creator programs alongside performance creative. Compensation and benefits Base salary range: $160,000–$200,000 , plus equity. Offers will reflect experience and skillset. Location: In-Person, New York (in our Soho office!) Health, Dental, Vision insurance 401k, unlimited PTO (that we enforce that you take), and other office perks Get free access to a personal trainer and dietitian — one of our Kickoff coaches!