Director of Paid Performance

Onnit is an Austin, Texas based health and wellness company that sells dietary supplements direct to consumers and through retail distribution. As a trusted and serious supplement brand, we provide high-quality products with clinically studied ingredients designed to unlock a deeper mind-body connection and enhance both mental and physical performance. Unlike other supplement brands, Onnit enables strength from within, empowering individuals to operate at their peak every day. Backed by medical professionals, industry experts, and a loyal community, we are staying true to our mission of total human optimization.

We are part of the Wellbeing Collective, an exciting Global Business Unit within Unilever built with a start-up mindset. Our mission, with our science-backed and disruptive portfolio, is to improve the health and well-being of millions of consumers and continue leading in the Health and Wellness space.

If you are interested in joining a culture that strives for Curiosity, Discipline, Approachability, Commitment, and Ownership Mindset then we invite you to join our mission to optimize human potential!

The Director, Paid Performance owns paid media end to end. Google first, Meta second, with eventual oversight of every channel where we put a dollar in front of a customer. Strategy, in-platform execution, agency oversight, and the unit economics that decide what we keep spending on. Hands-on in the accounts now, transitioning to agency oversight once the foundation is rebuilt.

• Paid acquisition strategy and in-platform execution across Google and Meta
• New-customer CAC, blended CAC, CAC payback, LTV-to-CAC, subscription attach rate
• Testing infrastructure: incrementality, holdouts, geo tests, creative experimentation
• Channel mix, budget allocation, and weekly performance reporting to CMO and CEO
• Agency relationships once the foundation is rebuilt
• Cross-functional partnership with brand, creative, lifecycle, retention, and finance

• 6 to 8 years in paid media, with at least 4 years at digitally native DTC brands
• Demonstrated ownership of paid budgets at $4M+ annually, ideally in subscription or supplement
• Hands-on operator in Google Ads (Search, Shopping, PMax) and Meta Ads Manager
• Track record of running incrementality tests (geo holdouts, conversion lift, PSA baselines)
• Fluency in Shopify, GA4, customer match, server-side tracking, and modern attribution
• Experience transitioning paid programs between in-house and agency models

• Builds campaigns, writes keyword and negative lists, reads search terms reports daily
• Designs experiments with intent and reads them with statistical discipline
• Holds agencies, attribution platforms, and platform-reported numbers to a higher standard
• Communicates performance in numbers, not narratives
• Owns CAC publicly, without hiding behind blended metrics or favorable date ranges

• DTC obsessed, data first, iterative testing as the default
• Direct communication and short feedback loops
• Open to being wrong when the data says so
• Growth as the actual work, not a buzzword

• Read every active campaign across Google and Meta, surface waste and opportunity
• Stand up a single weekly report on new-customer CAC and payback for CMO and CEO
• Launch at least two incrementality tests with clear hypotheses and read dates
• Recalibrate New Customer Acquisition setup with sized customer match lists and LTV-based values
• Define the agency operating model: remediate, transition, or replace