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About the Brand
We are a men's sexual wellness brand headquartered in Dubai and currently in launch phase across the UAE, Saudi Arabia, and broader GCC markets. We exist to break the stigma around men's sexual health in this region combining a premium digital health platform with a curated product range that includes condoms, daily performance gummies, and testosterone support supplements.
We will operate in direct-to-consumer and retail. Our growth will be built on paid performance marketing, owned retention, and a brand that men in this region genuinely connect with.
We are pre-launch and moving fast. This is a founding team hire, you will be the first performance marketing leader in the business, building the function from zero alongside the founder.
The role is fully remote and based in India. You will work closely with the Dubai leadership team and will be expected to operate within GCC business hours where needed.
The role:
As Head of Performance Marketing, you will own all paid acquisition and revenue growth across Meta, TikTok, and Google for our UAE, KSA, and GCC markets. You will build the performance playbook, manage the ad accounts hands-on in the early months, and hire and develop the performance team as the business scales.
WHAT YOU WILL OWN
Paid Channels
• Own the full paid media strategy across Meta (Facebook + Instagram), TikTok Ads, and Google Ads including campaign architecture, budget allocation, bidding strategy, and audience targeting across UAE, KSA, and GCC
• Manage and optimise all campaigns daily monitor spend, ROAS, CAC, CTR, and conversion rates with a clear accountability to weekly revenue targets
• Build and maintain a structured testing framework creative tests, audience tests, offer tests, and landing page tests with clear hypotheses, measurement criteria, and scale or kill decisions
• Set up and manage TikTok Shop, Google Shopping feeds, and Meta Catalogue ensuring all product SKUs are correctly configured, optimised, and compliant with each platform's health and wellness policies
• Run full retargeting architecture: site visitors, add-to-cart non-purchasers, abandoned checkout, past purchasers segmented by product, market, and time window
• Own the weekly performance budget forecast spend, track pacing, and reallocate dynamically based on what is working
Creative & Messaging
• Manage all performance creative briefs UGC video, static image, carousel, Stories, Reels, and YouTube pre-roll with a defined hook strategy, messaging angle, compliance framing, and CTA
• Recruit, brief, and manage a network of 20–50 UGC creators across UAE and KSA seeding products, approving content, and identifying performers for paid amplification via Spark Ads
• Develop the compliant messaging framework for this restricted category you must know how to communicate product benefits on Meta, TikTok, and Google without triggering ad policy violations
• Analyse creative performance weekly using Motion or equivalent identify which hooks, formats, and angles produce the lowest CPM, highest CTR, and best ROAS and maintain a living library of creative learnings
Conversion & Retention
• Own DTC website conversion rate in partnership with the web team identify funnel drop-off points and run structured tests on landing pages, product pages, and checkout flow
• Collaborate with the Email and SMS specialist to build cross-sell and upsell flows that convert paid traffic into repeat buyers and monthly subscribers
• Lead acquisition strategy that optimises for customer lifetime value, not just first-order ROAS
Data & Reporting
• Set up and maintain a full-funnel attribution model Triple Whale, Northbeam, or equivalent so the business understands true channel contribution beyond last-click
• Build and own the weekly performance dashboard CAC by channel, ROAS by product, creative performance, email revenue, repeat purchase rate, and blended margin presented to the founder every Monday
• Conduct incrementality testing to validate whether paid spend is driving true incremental revenue or claiming credit for organic demand
• Analyse 90-day and 180-day cohort LTV to identify which acquisition sources produce the most valuable customers over time
Team Building
• Hire and manage the performance team in phases: Meta Specialist, TikTok + Organic Specialist, Google Ads Specialist, Retention Specialist etc
• Manage any agencies or freelancers used in the early phase holding them to defined KPIs and replacing with in-house capability as the team grows
• Define role briefs, run interviews, and make hiring recommendations for all performance team positions
WHAT WE ARE LOOKING FOR
Essential - Non-Negotiable
• 5–8 years in performance marketing with hands-on ownership of paid channels not agency-side account management
• Must have worked at a DTC consumer brand with a minimum of $10M ARR, where at least 60% of that revenue was generated through direct-to-consumer channels (owned website, DTC app, or in-app purchase) not wholesale, not marketplace-dependent
• Proven ability to scale a brand's paid acquisition from early stage to significant monthly revenue with specific examples of channels managed, budgets scaled, and ROAS delivered
• Deep hands-on expertise in Meta Ads Manager campaign structure, audience strategy, creative testing methodology, and scaling process
• Solid working knowledge of TikTok Ads Manager and TikTok Shop, including Spark Ads and organic creator amplification
• Google Ads proficiency across Search, Shopping, Performance Max, and YouTube pre-roll
• Experience writing creative briefs and managing UGC creator networks this role is not just media buying
• Experience running ads in a restricted or sensitive category on Meta or Google health, wellness, or adult-adjacent products
• Proficiency with Klaviyo or equivalent for understanding email's role in the DTC revenue mix
Highly Desirable
• Prior experience running paid campaigns targeting GCC audiences UAE and KSA in particular with an understanding of local consumer behaviour, seasonal spending patterns, and cultural sensitivities
• Experience with a sexual wellness, men's health, or health supplement brand
• Experience building and managing a performance team of 3–7 people
• Familiarity with Shopify analytics and DTC subscription models
• Arabic language is not required but noted as an advantage
Our Dream Team
• A builder you are energised by the idea of creating something from scratch, not maintaining what someone else built
• Obsessed with creative performance you believe the brief and the hook are where the real work happens, not the dashboard
• Analytically honest you call campaigns that are not working early, not after the budget is gone
• Commercially direct you can present weekly numbers to a founder without over-explaining or hedging
• Genuinely comfortable with the sexual wellness category the product cannot be marketed with embarrassment and the candidate should not have any
WHAT WE OFFER
• Competitive salary benchmarked to senior Indian market rates for a DTC performance leader
• Performance bonus tied directly to monthly ROAS and revenue targets significant upside for the right results
• Full remote work from anywhere in India
• Direct line to the founder no corporate layers, no approval chains
• The chance to build the performance marketing function for a category that has never been properly done in this region
• A brand with real commercial backing, a defined product range, and a clear path to $100M+ ARR
IMPORTANT NOTES FOR APPLICANTS
• This role covers UAE, KSA, and GCC markets only we are not currently active in India
• You will be expected to work broadly within GCC business hours where alignment with Dubai is needed
• When applying, please include specific examples of brands you have worked with, their ARR, the DTC revenue percentage, and the channels you owned personally applications without this context will not be reviewed
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