Overview
Protein Works is a high‑growth DTC nutrition brand with a clear mission: help people live healthier, happier lives through the power of nutrition. We’ve built a loyal customer base and performance marketing is the engine that connects them to the products that change their habits. Protein Works is at an inflection point – the brand is investing heavily in growth, the product range is expanding, and the customer data tells a compelling story – we know who our customers are, what they want, and why they stay. What we need now is someone to pour fuel on that.
This is a rare opportunity to own the paid acquisition function at a brand with real product‑market fit, a defined mission, and leadership that thinks commercially. You’ll have budget, autonomy, and a direct line to decisions. If you want to build something – not maintain it – this is the role.
This role owns paid acquisition end‑to‑end. You’ll lead a high‑output team and be expected to use AI tooling not as a novelty but as a genuine performance lever – in creative, bidding, audience strategy, and reporting. Success here means growing revenue efficiently, protecting contribution margin, and building a paid media operation that scales.
What You’ll Own
* Own paid acquisition strategy and execution across Meta, Google (Search, Shopping, PMax), and TikTok – with full accountability for CAC, ROAS, and revenue targets
* Embed AI tooling into the day‑to‑day: creative iteration, copy testing, audience modelling, campaign optimisation, and performance reporting
* Drive LTV and repeat purchase through intelligent retargeting and lifecycle‑aligned paid strategies
* Support our Performance Creative team with creative strategy for paid channels: iterating UGC, static, and video assets at pace across different product lines and audience segments
* Own channel‑level contribution margin reporting – understand what’s profitable, what isn’t, and make decisions accordingly
* Build and manage the media budget, allocating spend dynamically based on performance data and seasonal demand signals
* Work cross‑functionally with brand, CRM, and product to ensure paid activity is joined up with the full customer journey – from first click to repeat buyer
* Support, develop and challenge our acquisition team; set the standard for analytical rigour and creative ambition
What Success Looks Like
* CAC held within target across all key channels while revenue volume scales
* AI tools are visibly reducing time‑to‑test and improving creative performance – not just sitting in the stack
* Weekly creative testing cadence in place, with clear winners rolled out and losers cut fast
* Contribution margin visibility at channel and campaign level, reviewed weekly with clear actions
* Each core customer persona is served distinct, high‑performing creative and audience strategies
Skills & Experience
Must‑Have
* 5+ years in performance marketing, growth or acquisition, with demonstrable experience of building and scaling over a prolonged period
* Demonstrable experience running and scaling paid campaigns on Meta and Google – with real ownership of budget and results
* Hands‑on experience using AI tools in a marketing context (e.g. creative generation, copy testing, performance analysis – not just ChatGPT for captions)
* Strong commercial fluency – you can talk CAC, LTV, ROAS, and GP in the same breath
* Proven track record of building and managing creative testing frameworks, not just executing on briefs
* Comfortable in fast‑moving environments where you’ll make decisions without perfect information
Nice‑to‑Have
* Experience marketing in health, nutrition, wellness, or FMCG DTC
* Familiarity with health and wellness consumer trends and how they’re reshaping acquisition strategies
* Experience with TikTok Shop or affiliate/influencer performance channels
* Background in building or scaling a paid media team
Behaviours & Traits
* Ownership without prompting – you don’t wait for direction; you diagnose, decide, and act
* Commercial by default – every creative decision, budget call, and channel choice is rooted in what it does to the P&L
* AI‑native mindset – you genuinely believe AI changes what’s possible and you actively build that into how you work
* Fast, not reckless – you bias toward action but you test, measure, and course‑correct with discipline
* Low ego, high standards – you’ll work across teams and challenge ideas without making it personal
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