Head of Performance Marketing

Job Title: Head of Performance Marketing

Job Type: Full-time / On-site

Work Hours: Not specified

Job Overview:

We’re helping our client find a Head of Performance Marketing to lead global paid acquisition for a next-generation health and wellness brand. In this role, you will own the strategy and execution of all paid channels while contributing to scaling a high-growth, category-defining DTC brand globally.

This is a hands-on, senior role for someone who operates at the intersection of data, creative, AI, and commerce, and is energized by building from the ground up.

Responsibilities:

Global Channel Ownership

Own day-to-day strategy and execution across global performance channels: Meta, Google, YouTube, TikTok, AppLovin, programmatic, affiliate, and influencer-led paid. Take Meta and Google programmes from current scale to the next order of magnitude — through smarter structure, better creative, AI-assisted bidding, and aggressive iteration. Build TikTok and AppLovin into material, accountable channels — not experiments. Be the first mover on emerging channels and ad products as they appear. Hit and exceed targets on CAC, ROAS, payback, and new customer growth — deploying the media budget set by leadership. Define the testing agenda across channels, audiences, offers, landing pages, and creative formats.

AI-Native Operating System

Run a performance marketing function where AI is embedded across creative production, ad copy generation, audience research, analysis, and reporting. Deploy AI tooling (Midjourney, Runway, Sora, ElevenLabs, Claude, GPT, etc.) to scale creative output. Build agentic workflows to automate campaign QA, creative tagging, anomaly detection, and reporting. Act as the in-house authority on AI-native ad platforms (Meta Advantage+, Google Performance Max, AppLovin AXON).

Creative Team Leadership

Lead and manage a performance creative team, including strategists and editors. Build a high-velocity creative pipeline combining human and AI output. Establish a tight feedback loop between performance data and creative production. Partner with brand and ecommerce teams on landing pages, funnel design, and offer optimization.

Data, Measurement & Attribution

Drive attribution, incrementality testing, and media mix modeling. Deliver weekly reporting, diagnostics, and executive insights. Ensure tracking, pixels, server-side events, and consent frameworks are best-in-class.

Agency & Cross-functional Collaboration

Manage agency and vendor relationships with accountability on performance. Collaborate with brand, retention/CRM, ecommerce, and finance teams.

• Scale credentials. You have personally led paid media programmes spending a minimum of $100,000 per day, sustained — or you have a clear, specific reason why this benchmark doesn't apply to your trajectory (e.g. you scaled a category-defining brand in an unusually efficient niche, ran a viral organic-to-paid model, etc.). If you can't make that case in a sentence, this isn't your role.
• AI-native. Not AI-curious. Not AI-aware. AI is already embedded in how you brief, build, buy, analyse, and report. You can talk fluently about how you use LLMs and generative tools in your daily workflow, and you can show the output.
• Hands-on channel depth. Deep, in-the-platform expertise across Meta and Google. Strong working knowledge of TikTok, AppLovin, YouTube, programmatic, and affiliate. A demonstrated pattern of being early on new channels.
• Profitable scale. A demonstrable track record of scaling paid acquisition profitably — ideally at a high-growth DTC, consumer health, beauty, or premium lifestyle brand.
• Creative leadership. Proven experience managing a creative team — strategists and editors — to deliver a high-volume, high-quality pipeline of performance creative. You know what works, why it works, and how to brief it.
• Commercial instincts. Comfortable with attribution debates, MMM outputs, cohort analysis, and unit economics. You can defend your numbers to a CFO.
• Builder's mindset. Comfortable with ambiguity, fast decision-making, and shaping the playbook rather than inheriting one.
• Communication. You can move fluidly between a creative review, a finance forecast, and an exec readout — and be the smartest person in each conversation.
• Location. Based in or willing to relocate to Hong Kong. Eligible to work in HK.

• Background in health, wellness, supplements, or regulated consumer categories.
• Experience launching or scaling a DTC brand in a new market.
• Exposure to retail / omnichannel growth, in addition to DTC.
• A point of view on which emerging ad platforms matter — and why.

• Strong working knowledge of TikTok, AppLovin, YouTube, programmatic, and affiliate. A demonstrated pattern of being early on new channels.
• AI Tools