Performance Marketing Lead - Meta & Google

Performance Marketing Lead - Meta & Google

Bulletproof is seeking a Performance Marketing Lead on a contract-to-hire basis who can take full ownership of paid acquisition across Meta and Google with minimal direction. This role focuses on driving efficient customer acquisition, improving profitability, and scaling revenue through hands-on campaign management, testing, and performance analysis.
The right person is a self-directed operator — they don't wait to be told what to look at. They pull threads when they see them, ship tests on their own timeline, and bring back findings the rest of the team didn't know to ask for.
Both platforms matter to this role. The operator must be fluent in Google Ads and Meta, with the awareness that creative is the primary lever on Meta. We are looking for someone who lives in the ads manager but thinks like a direct response strategist — someone who briefs creative, reads test results at the component level, and makes cut, scale, or iterate calls quickly.
Key Responsibilities:
Google Ads
Own day-to-day management of Search, Shopping, Performance Max, and YouTube
Manage shopping feed health, product prioritization, and bid strategy
Build search query reports into a regular negative keyword and theme expansion workflow
Identify inefficiency and reallocate spend toward proven performers
Meta Ads
Operate a structured creative testing program built on modular hook, body, and CTA testing
Brief creative concepts weekly based on test learnings and audience response — drive the brief, don't wait for assets to be handed to you
Maintain creative testing velocity and a documented testing log that builds institutional learning over time
Make cut, scale, or iterate decisions quickly based on clear performance thresholds
Identify creative fatigue and refresh before performance degrades
Partner directly with our in-house creative team to keep the production pipeline full
Cross-Channel Strategy and Analysis
Monitor and improve core metrics: new customer CAC, blended ROAS, contribution margin, and revenue growth
Run weekly performance analysis across both platforms and surface findings the team didn't ask for — anomalies, opportunities, leading indicators, things degrading before they become problems
Build attribution analysis using GA4, Triple Whale, Wicked Reports, or similar — understand the difference between platform-reported ROAS and true incrementality
Make daily and weekly budget allocation decisions across campaigns based on real-time performance signals, balancing growth and profitability goals
Partner with internal ecommerce, creative, and analytics teams to align media strategy with broader business priorities
Bring proactive recommendations to the team. We don't want a manager who reports what happened last week; we want an operator who tells us what to do next week and why
Qualifications

Strongly preferred:
Direct response background or formal DR training — understands the principles behind why hooks, body angles, and CTAs work, not just how to test them
Active experience using AI tools in the paid media workflow (creative ideation, ad copy generation, audience research, performance analysis, reporting automation)
5+ years hands-on managing paid media on both Google Ads and Meta
Demonstrable Meta creative fluency: can articulate what makes a hook work in the first few seconds, has personally briefed and tested high volumes of creative variants, comfortable working directly with creative teams and UGC creators
Demonstrable Google Ads depth across Search, Shopping, and Performance Max
Strong understanding of ecommerce funnels, CAC/LTV economics, attribution, and conversion optimization
Strong analytical and reporting skills — comfortable building the analysis, not just consuming dashboards
Understands the difference between platform-reported ROAS and true incrementality
Has scaled a DTC Meta account meaningfully through creative iteration, not just budget increases
Self-directed and accountable — finds work to do without being assigned it, comfortable working independently in a fast-paced environment, measured on outcomes rather than hours logged
Strong written communication. We expect concise, decision-ready updates — not status reports
DTC/ecommerce experience strongly preferred. Subscription-heavy DTC even more so
Additional Information

Engagement Details:
Contract / freelance role to start, with the intent to convert this into a full-time position heading into Q4 for the right operator
Flexible hours with expected weekly performance reviews and ongoing async communication
Compensation structure includes:
Monthly base fee
Performance-based incentive tied to acquisition efficiency, ROAS, and revenue growth — designed to scale meaningfully as media spend scales
Success Metrics:
Efficient growth in new customer acquisition
Improved CAC performance
Contribution margin improvement
Incremental revenue growth from paid
Creative testing velocity and quality of component-level learnings
Proactive findings surfaced to the team — not requested by the team
Requirements for applying:
Be prepared to discuss the following:
One Meta account you scaled and the specific creative decisions that drove it
One Google account where you found significant inefficiency, what you reallocated, and what the result was