Senior Director - Performance Marketing

About Puffy

Puffy is a leading direct-to-consumer mattress brand with annual sales exceeding $1 billion, placing it among the top 5 mattress brands in the US. Since December 2023, the company has embraced an AI-first approach, integrating advanced AI tools into its marketing and operational strategies.

Role Summary

We are seeking a Senior Director of Performance Marketing who will oversee a multi-million-dollar monthly paid advertising budget primarily across Google and Meta platforms. Reporting directly to the CEO, this position commands full control over campaign systems, measurement frameworks, creative testing, budget allocation, and team leadership. The incumbent will architect decision systems that enable the marketing engine to function and scale efficiently without requiring day-to-day executive supervision.

Key Responsibilities

• Drive revenue growth while maintaining contribution margin by managing significant monthly ad spend and optimizing spend efficiency through marginal return analysis rather than platform-reported ROAS.
• Develop and codify operational rules governing spend adjustments—when to pause, increase, or decrease budgets—rooted in comprehensive and accurate measurement systems.
• Create decision logic, including budget guardrails and scaling rules, from ground up within the first year.
• Implement geo-holdout incrementality testing to gauge campaign effectiveness and refine allocation strategies.
• Build and manage a creative system encompassing concept development, testing taxonomy, briefing processes, hook and hold analytics, user-generated content, and whitelisting strategies.
• Design promotional frameworks aligned with the retail calendar, incorporating pulsing strategies, financing offers, and funnel alignment.
• Explore, pilot, and integrate new paid marketing channels beyond Google and Meta.
• Lead and expand the performance marketing team, shaping organizational structure and workflows with authority subject to CEO approval.

Candidate Profile

• Minimum 6 years of experience in performance marketing with direct leadership over at least $1 million monthly budgets on Google and Meta platforms.
• Expertise in Google Performance Max era advertising, including structure optimization, feed enhancement, and brand versus non-brand economics.
• Experience managing marketing in high average order value, considered-purchase categories ($1,000+ AOV) such as furniture, jewelry, or home fitness.
• Proven track record of designing and implementing bid, budget, and pause decision systems at scale.
• Strong statistical proficiency in decision-making methodologies including volume gating, false-positive/negative trade-offs, threshold setting, and incrementality test design.
• Skilled in advanced creative testing systems post-Apple's ATT framework, applying rigorous concept-versus-variation analysis and creative performance metrics.
• Experience leading senior marketing professionals and structuring or reorganizing performance marketing functions.
• Capability to systematically evaluate new marketing channels with well-defined frameworks, pilot strategies, budget distribution, and termination criteria.

Preferred Qualifications

• Familiarity with scripting for Google Ads and Meta APIs.
• Exposure to both agency and in-house marketing environments.
• Experience with emerging paid platforms such as TikTok, Connected TV, and affiliate/partnership marketing.
• Background in D2C e-commerce verticals with high average order values like home goods or furniture.

Company Culture and Values

• Ownership mindset: Employees are considered owners accountable for delivering results rather than just activities.
• Urgent execution: The organization values fast, thoughtful decision-making and decisive action.
• Excellence pursuit: Tackling difficult challenges with high-quality solutions is core to the culture.
• AI-first approach: Daily engagement with multi-turn AI-driven conversations informs strategy and operations.
• Team commitment: Rallying together to meet challenging goals is expected.

Compensation and Benefits

• Competitive salary up to $200,000 base annually.
• Performance bonuses up to 20% of base salary, paid monthly (Total On-Target Earnings $220K–$240K).
• Comprehensive medical, dental, and vision insurance, varying by country of hire.
• Generous paid time off and public holidays.
• Remote-first work structure with flexibility to work globally and optional relocation to Dubai headquarters, including visa support and zero income tax.
• Access to an AI-native tool stack and a high-performance international team with over 14 nationalities.
• Recognition programs including Leaders Club membership, premium wellness, networking opportunities, annual leadership retreats, and monthly 'Champion of the Month' awards.