Senior Performance Marketing Manager - Meta Ads · Remote, India

About Mellow

Mellow Sleep is one of the fastest-growing consumer brands in the U.S., scaling from $0 to $100 Million in revenue in under 9 months, profitably. We're the #1 Home brand on TikTok Shop and expanding fast across Target, QVC, Walmart, Amazon, and wholesale.
We're hiring a Senior Performance Marketing Manager to own our Meta channel. This is a hands-on senior media buying role on a live account already spending seven figures per month.
The Role
You own Meta end to end as a channel: account architecture, budget allocation, creative testing strategy, measurement, and the daily operating rhythm. You'll be in Ads Manager every day, but you'll also be the person who decides how the account should be structured, where the next $100K goes, and what the creative pipeline needs to produce next quarter.
You'll report to the Media Buying Lead and co-own channel strategy with them (until that hire lands, you'll report directly to the Director of Growth and work closely with the CEO). The Lead sets cross-channel priorities and the operating standard; you own Meta's plan, its numbers, and its results. As the team grows you'll help hire and mentor the next buyer.
What You'll Own

Meta Channel Strategy and P&L

• The Meta media plan: monthly and quarterly spend targets, efficiency targets, and the scaling path to hit them
• Budget allocation across campaigns, geos, product lines, and funnel stages, tied to contribution margin
• Account architecture: when to consolidate, when to split, when to rebuild
• The Meta forecast and the weekly read against it

Daily Operations

• Launch, scale, and kill decisions against pre-committed thresholds, with the account monitored daily
• Pacing to plan, anomaly detection within the day, and fast correction
• Daily and weekly reads for the Lead and CEO: what worked, what didn't, what's next, readable in five minutes

Experimentation and Creative Strategy

• The creative testing framework: concept-vs-variation discipline, sample sizing, kill criteria set before launch
• Quarterly creative direction to the Creative team: what angles, formats, and hooks the account needs next
• Creative briefs with benchmarks, and a feedback loop on what's winning and fatiguing
• Bidding, targeting, and structure tests with a written hypothesis and a documented read-out

Measurement and Reconciliation

• Reconciling Meta Ads Manager, Triple Whale, and Shopify, and deciding which number to run the account on
• Contribution margin as the operating metric: returns, discounts, shipping, and fees in the math
• Incrementality and holdout thinking, not just attributed ROAS
• Reporting built for decisions, in Sheets or your tool of choice

Cross-Functional Leadership

• Creative: brief quality, turnaround, and the bar on what ships
• CRO: landing page and offer tests that feed the Meta engine
• Retention and finance: shared view of LTV, payback, and blended CAC
• Hiring and mentoring the next Meta buyer as the team scales

• 4-7+ years of hands-on Meta media buying for D2C or consumer brands, with the last 2+ years at real scale.
• Sustained direct ownership of $300K+/month in Meta spend for a single brand or single dedicated agency account, where you held strategy, architecture, and budget authority. Seven-figure monthly experience strongly preferred.
• A clear scaling story: you've taken an account meaningfully up in spend while holding or improving efficiency, and can explain exactly how.
• Deep fluency in the Meta stack: Advantage+ Shopping campaigns, manual and cost-cap bidding, CAPI, catalog/DPA, audience strategy, post-iOS-14 measurement realities.
• Pulls your own data and reconciles Meta, Triple Whale (or equivalent), and Shopify without hand-holding. Comfortable with incrementality and blended-metric thinking.
• Operates on contribution margin, not platform ROAS.
• Has designed and run a creative testing framework, not just executed one.
• Bias to ship: comfortable owning a live seven-figure budget and moving fast without a committee.
• Clear written communication: compresses a week into a five-bullet update with the recommendation at the top.
• AI is part of your daily workflow, not a talking point.

Bonus Points

• Buying for U.S. or other international D2C brands
• Home goods, mattress, furniture, or other considered-purchase categories
• Managing or mentoring junior buyers
• SQL or scripting against the Meta Marketing API
• Google Ads or TikTok Ads alongside Meta
• Incrementality testing, geo holdouts, or MMM in practice
• Running Meta through inventory-constrained periods and major promo moments
• UGC creator pipelines, whitelisting, or partnership ads

• Full-time, remote from anywhere in India
• Working hours: Async with 4 hours overlap between 9 AM to 1 PM EST
• Ownership of a seven-figure monthly Meta account at a nine-figure brand, with real authority over architecture and spend
• Direct exposure to the Director of Growth and CEO; a path to lead the channel outright as the team grows