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About Crumble

Crumble is a premium Australian cookware and kitchen appliance label created in Melbourne. The brand focuses on non-toxic, PFAS-free products that are attractive enough to stay on the bench, with earth-toned styling, a design-led approach, and functionality for everyday cooking. The company has reached more than 60,000 customers by treating performance marketing and brand building as one discipline rather than separate functions.

The team is small and moves quickly, so this role comes with genuine ownership from the start.

Location

This position is fully remote.

Role overview

The company is hiring an operator to take full ownership of in-house paid acquisition across Meta, Instagram, and TikTok, with responsibility for the metrics that matter most: contribution margin, MER, CAC, and blended profitability.

This is not a basic media-buying role. The right person will operate as both a growth operator and a creative strategist: reading account performance, identifying fatigue before spend deteriorates, briefing high-performing creative, and scaling winning campaigns without sacrificing efficiency. The role also includes managing the Google/Microsoft agency against the same standards.

The team works with an AI-first mindset and expects the role to use modern AI tools to increase speed and output, while still maintaining the premium feel of the brand.

This opportunity suits someone who can balance premium brand positioning with aggressive growth.

Key ownership areas

Lead paid social end to end, including full-funnel Meta and TikTok campaign structure, budget control, audience planning, scaling, and pruning. This role owns the day-to-day execution.
Be accountable for the financial view of performance, including CAC, MER, blended ROAS, and contribution margin within internal guardrails. The goal is profitable growth, not isolated ROAS improvement.
Drive creative testing by briefing and iterating with the creative team, building test frameworks, analysing hook, hold, and CTR performance, and turning winners into a sustainable refresh pipeline. Creative production is handled by a dedicated Motion/Video Specialist.
Manage the Google/Microsoft agency by setting expectations, reviewing output, identifying waste, and ensuring paid search and shopping contribute effectively alongside social.
Test offers carefully, with preference for held-price and gift-with-purchase approaches over heavy discounting, while improving landing pages, average order value, and conversion efficiency.
Own weekly reporting and attribution by consolidating insights from Triple Whale, GA4, and Shopify, then turning them into action rather than static dashboards.
Use AI tools to accelerate ideation, rapid creative development, video iteration, copy variation, analysis, reporting, and competitor or market research.

Must-have requirements

At least 3 years of paid media experience for a DTC ecommerce brand, ideally in premium, lifestyle, home, or beauty categories.
Strong hands-on knowledge of Meta Ads Manager, plus TikTok Ads experience.
A strong creative instinct, with the ability to evaluate why an ad performs well and explain how to improve it.
Solid understanding of unit economics such as CAC, MER, contribution margin, AOV, and payback, with confidence backing scaling decisions with data.
Comfort using the core performance stack, including Meta, GA4, Shopify, and at least one blended attribution platform.
AI-first working style, with regular use of AI tools for ideation, analysis, and faster execution, plus good judgment on what is ready to launch.
Ability to work independently in a remote setting and move work forward without close supervision.

Preferred experience

Experience in the Australian market or within cookware, homewares, or appliances.
Exposure to Klaviyo or lifecycle marketing.
Working familiarity with Google Ads or Microsoft Ads, enough to keep an agency accountable.
Experience using AI creative tools such as Higgsfield, Kling, Midjourney or similar, as well as AI-supported ad operations or analysis workflows.

Success milestones

Within 30 days, the hire should be fully ramped, have reviewed all active campaigns, removed obvious inefficiencies, and delivered a clear assessment of what is working, what is fatiguing, and where margin opportunities exist.
Within 60 days, there should be an active creative testing rhythm, a dependable winner pipeline, established reporting cadence, and an agency working toward defined targets.
Within 90 days, the person should be maintaining or improving blended efficiency while increasing spend, and should have identified at least one repeatable scaling lever such as an underused angle, audience, or offer structure.

How the team works

The company operates remotely, is founder-led, lean, and built around short feedback loops, high trust, and minimal bureaucracy. Taste matters as much as volume, and the team would rather build a brand with long-term value than pursue the lowest-cost click.

Application instructions

Applicants are asked to submit a short note describing a paid account they scaled, including what they did and what happened to the numbers; one ad they consider excellent and one they consider poor, with reasons; one practical way they use AI in daily work that has improved output; and their CV or portfolio.

Performance Manager