Job Description
Hybrid • Full-Time
Company Overview
Pearl West Group is a hyper-growth, operator-led brand company owning and scaling six health, wellness, and pet brands — with a combined run rate of $40M+ USD and aggressive acquisition plans. Think mini-Unilever without the bureaucracy: a lean, high-performance team that builds DTC brands with the speed of a startup and the firepower of private equity.
Our model is simple: acquire brands doing $2M+ in annual earnings, scale them aggressively through best-in-class performance marketing, and exit them at their peak. We operate a centralized shared-services model across growth, creative, media, ops, and product.
Our core values:
• Competitive Greatness — Raise the bar. Then raise it again.
• Speed to Execution — Ship it. Iterate faster.
• Team Empowerment — Hire smart. Trust deep.
• Relentless Ownership — You see it? You own it.
Role Overview
We are looking for a Senior Performance Marketing Manager whose primary focus is funnel building. This role sits at the intersection of CRO, media buying, and creative strategy — and the person filling it needs to be strong across all three. Not one or two. All three.
You’re not here to manage a strategy deck. You’re here to make the revenue number move. You will own the performance funnel end-to-end: building it, testing it, and relentlessly optimizing it toward target CPA. You will manage and run the creative team, implement CRO tests, and work directly with web designers and developers to ensure funnels are converting at peak efficiency. You report directly to the Head of Growth.
This role is for someone who is gritty, self-directed, and gets things done without needing a playbook.
Key Responsibilities
• Build and manage DTC performance funnels — own the full funnel from cold traffic to conversion; design, launch, and iterate on advertorials, landing pages, and PDPs with a relentless focus on hitting target CPAs.
• Lead CRO strategy and execution — design and run A/B tests across advertorials, landing pages, PDPs, and offers; monitor CVR daily and act fast on findings. Work directly with landing page designers and developers to execute three types of funnel work: implementing tests on existing pages, building net new landing pages from scratch, and making iterative improvements to pages that are already live.
• Drive paid media strategy — oversee and direct media buying across Meta; understand campaign structure, creative performance diagnostics, and scaling methodology well enough to guide the team and identify problems before they cost money.
• Own creative strategy — develop winning angles, directing creative pods, and drive high-velocity creative testing; identify hooks and ad formats that convert before significant budget is deployed across Meta and emerging channels.
• Manage and run the creative team — day-to-day leadership of creative strategists and video editors; set production priorities, maintain output quality, and build a feedback loop that consistently surfaces and scales winners.
• Conduct market and customer research — use Reddit, YouTube, competitor ads, and customer reviews to uncover authentic pain points, ICP language, and high-potential creative angles.
• Collaborate cross-functionally — work closely with web designers, developers, and brand teams to align on funnel direction, offer structure, and messaging; translate CRO hypotheses into live, trackable tests.
• Report weekly to Head of Growth — own your numbers: CPA trends, CVR data, creative testing velocity, and funnel performance across all assigned brands.
Key Performance Indicators (KPIs)
• Blended CPA — maintain or improve cost per acquisition against defined targets across all active brands.
• CVR improvement — measurable funnel lift from CRO tests, tracked monthly across active landing pages and advertorials.
• Creative testing velocity — consistent pipeline of new angles and ad formats tested per brand each month.
• Hook rate and video retention — new ad launches consistently meeting minimum performance thresholds before scaling spend.
• Funnel revenue contribution — total DTC revenue attributable to funnels under your management, tracked monthly.
Success Benchmarks (30-60-90 Days)
First 30 Days
• Fully audit all active funnels, ad accounts, and CRO tests across your assigned brands.
• Get embedded with the creative team — understand current workflows, output quality, and the gaps that need closing.
• Identify the top 3 highest-leverage funnel and creative opportunities per brand and present a prioritized plan to the Head of Growth.
First 60 Days
• Launch at least 2 CRO tests with clear hypotheses, proper setup, and tracking in place — with a target of lifting CVR by 10% while maintaining a sub%
• Launch high-conviction creative tests with fully briefed angle rationale and defined success metrics.
• Establish a consistent brief-to-launch production cadence with the creative team that does not require daily leadership intervention.
First 90 Days
• Own the weekly performance review with clean, structured data — no hand-holding needed.
• Show measurable CPA or CVR improvement directly attributable to tests and decisions you led.
• Have a full rolling pipeline of funnel tests and creative experiments running consistently across all brands.