Director of Marketing

Read This Before Applying

This role is not for everyone.

If your background is primarily brand marketing, corporate marketing, social media management, agency account management, or e-commerce marketing, this likely isn't the right fit.

We're looking for someone who understands service-business growth.

Someone who understands how to turn advertising, content, referrals, and customer psychology into booked consultations and revenue.

You should be comfortable being measured by business outcomes, not marketing activity.

We're less interested in impressions, reach, engagement, and awareness.

We're more interested in:

• Qualified leads
• Consultation bookings
• Show rates
• Customer acquisition costs
• Revenue growth
• Referral volume

If those metrics excite you, keep reading.

About The Role

We are looking for a growth operator to help build and scale our customer acquisition engine.

This is not a traditional marketing position.

We're not looking for someone who wants to oversee agencies, sit in meetings all day, or manage marketing from a distance.

We're looking for someone who wants to be in the work.

Someone who understands how to generate customers through paid advertising, content creation, referral systems, and relentless optimization.

Today, the majority of our new customers come from Meta and TikTok. These channels are responsible for most of our growth, and experience scaling them is essential.

This role requires someone who can think strategically but is also willing to execute.

Primary ResponsibilitiesMeta & TikTok Growth

Meta and TikTok are our primary customer acquisition channels.

You will be responsible for:

• Managing and scaling Meta advertising campaigns
• Managing and scaling TikTok advertising campaigns
• Developing winning offers, hooks, messaging, and ad concepts
• Testing creative at a high volume
• Improving lead quality
• Increasing consultation bookings
• Improving appointment show rates
• Lowering customer acquisition costs
• Driving profitable growth

This is not an e-commerce advertising role.

Success is measured by booked consultations, show rates, customer acquisition costs, and revenue.

Content & Creative Leadership

Content is one of the biggest growth levers in our business.

You must understand how to create content, direct content, improve content, and identify why content succeeds or fails.

Responsibilities include:

• Building and leading our content strategy
• Directing content creation across the company
• Helping studio teams create better content
• Developing systems that consistently generate customer stories, testimonials, transformations, educational content, and social proof
• Identifying opportunities for viral content
• Creating feedback loops between ad performance and content production
• Repurposing winning content across multiple platforms

We are not looking for someone who simply schedules content.

We are looking for someone who understands how content influences customer acquisition.

Social Media Growth

You will oversee our organic growth efforts across social media platforms.

Responsibilities include:

• Growing audience engagement
• Expanding reach
• Increasing content performance
• Building trust and authority
• Turning content into qualified leads

Referral & Studio Growth Programs

You will be responsible for creating systems that help studios contribute to growth.

Responsibilities include:

• Designing referral programs
• Creating referral incentives
• Developing incentives for content creation
• Establishing KPIs for studio participation
• Building accountability systems
• Tracking and improving referral performance

Sales Alignment

You will not manage the sales team.

However, you must understand the sales process.

The best marketers understand what happens after the lead comes in.

Responsibilities include:

• Learning our consultation process
• Understanding our sales scripts
• Reviewing sales calls
• Understanding customer objections
• Working closely with sales leadership
• Using sales insights to improve marketing and content
• Improving lead quality and appointment quality

Our goal is not to generate leads.

Our goal is to generate customers.

Required ExperienceMust Have

• Proven success scaling Meta advertising campaigns
• Proven success scaling TikTok advertising campaigns
• Experience generating qualified leads for a service-based business
• Experience improving consultation booking rates and show rates
• Experience creating, directing, or scaling high-performing content
• Strong understanding of customer psychology
• Experience working closely with sales teams
• Strong analytical and problem-solving skills
• Ability to execute quickly and independently

Preferred

• Multi-location business experience
• Franchise experience
• Aesthetics, beauty, wellness, healthcare, dental, or other high-ticket service experience
• Referral marketing experience
• Experience managing content creators
• Experience leading marketing teams

Who Thrives Here

This role is for builders.

People who enjoy solving problems, creating campaigns, studying customer behavior, and figuring out how to drive growth.

The right person is naturally curious, highly competitive, and deeply invested in results.

They don't wait for instructions.

They take ownership.

They see a problem and move toward it.

They enjoy testing ideas, reviewing performance, and finding opportunities others miss.

This role is not for someone looking to simply manage vendors, attend meetings, or oversee marketing from a distance.

We're looking for someone who wants to be in the work.

Someone who enjoys reviewing ads, analyzing content, understanding customer objections, studying performance metrics, and building systems that drive growth.

We move quickly.

We test constantly.

We have high standards.

The right candidate will find that exciting.

The wrong candidate will find it exhausting.

How Success Will Be Measured

• Qualified leads generated
• Cost per qualified lead
• Consultation booking rate
• Appointment show rate
• Customer acquisition cost (CAC)
• Return on ad spend (ROAS)
• Revenue growth
• Referral volume
• Referral conversion rates
• Content production output
• Social media growth
• Studio participation and engagement

Application Requirements

To be considered, please include:

• Three advertising campaigns you personally helped create and scale.
• The results of those campaigns.
• A brief explanation of your role in the creative process.
• An example of how you used customer feedback, sales insights, or conversion data to improve marketing performance.

Please be specific.

We're interested in what you personally built, tested, improved, and scaled.

Compensation

• Competitive base salary
• Performance-based bonuses
• Potential equity opportunity for the right candidate
• Opportunity to help build a category-leading company

If you've successfully grown service-based businesses through Meta ads, TikTok ads, content creation, referral systems, and customer acquisition strategy, we'd love to hear from you.