THE MANDATE
Peggy is building a category-defining AI assistant for parents. Our growth engine will be Meta (IG/FB) video ads, driven by high-velocity creative iteration.
Your job is not “run ads.”
Your job is to build a repeatable creative-performance system that turns raw video into profitable user acquisition - without breaking trust.
If you optimize vanity metrics, over-promise emotionally, or need a big team to function, this role is not for you.
WHAT YOU OWN (END-TO-END)
1. Meta Video Growth Engine (Primary)
Design and operate a video-first creative system for IG/FB
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Turn raw UGC, screen recordings, and B-roll into:
10–30 hook variations per concept
Multiple pacing and framing cuts
Emotionally distinct angles (stress → relief, chaos → calm, guilt → competence)
Separate idea testing from execution quality
Optimize for thumb-stop, retention, and conversion - not production value
2. Media Buying & Spend Discipline
Own Meta campaign structure, budgets, and kill criteria
Treat creative as the primary optimization lever
Operate confidently in a post-iOS14 / SKAN-imperfect world
Kill spend fast when signals are wrong
Scale only what proves itself
3. Signal Extraction & Learning Loops
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Translate ad performance into:
Messaging insights
Product feedback
Landing page learnings
Maintain a clean testing log (what worked, what failed, why)
Share clear, opinionated recommendations with the founder weekly
4. Secondary Channels (Support, not focus)
Apple Search Ads (defensive + intent capture)
Static ads only if performance justifies them
No channel sprawl without explicit approval
WHAT YOU DO NOT OWN
Brand marketing fluff
Influencer management
TikTok organic strategy
PR, partnerships, or “full-funnel storytelling”
Big-team coordination
This is a hands-on operator role.
REQUIRED EXPERIENCE
You must have:
Personally run Meta paid social for subscription or freemium apps
Built or operated a UGC-heavy video ad system
Worked with low-signal attribution environments
Made real budget tradeoffs (and lived with the consequences)
Bonus (not required):
Former app founder
Experience in utilities, wellness, parenting, productivity, or consumer SaaS
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