Head of Paid Acquisition & Performance Marketing

About Tending

Tending is a fast-growing B2C platform that helps families care for graves, restore headstones, and preserve memory across generations.

We're a determined, focused team that has achieved product-market fit and is now scaling toward sustainable growth.

We currently don't have a CMO and won't be hiring one anytime soon — we're looking for someone to build systematic marketing from the ground up.

The Role

You will be the end-to-end owner of paid acquisition and will partially own the broader marketing function. For the first 3–6 months, you'll work hands-on — building, launching, and optimizing campaigns across all channels. Eventually, you may hire a contractor under you.

Time allocation (approx):

• ~50% — Paid Acquisition (Meta, Google, CTV, App UA)
• ~25% — Creative pipeline management (from brief to analysis)
• ~10% — Marketing strategy & coordination (with Head of Product)
• ~15% — Analytics, reporting & decision discipline

What You'll Do

1. Paid Acquisition

• Plan, launch, and optimize campaigns across Meta, Google (Search, PMax), App UA, YouTube RT, programmatic Connected TV
• Manage a budget of $150K–250K/month
• Own CAC, ROAS, and paid order targets
• Maintain discipline: every campaign change requires a written hypothesis and an entry in the decision log

2. Creative Pipeline

• Brief the creative producer and video editor based on performance data
• Upload creatives with consistent naming and tagging conventions
• Decide what to kill, scale, or iterate based on performance
• Maintain a creative library with clear learnings (what worked, what didn't, and why)

3. Strategy & Analytics

• Help define channel mix, GEO expansion, and new hypotheses
• Bring data-driven traffic insights back to product (funnel drop-offs, segments, creative angles)
• Deliver weekly and monthly reports (standardized format)
• Own GA4, AppsFlyer, Windsor.ai, Stripe attribution

4. Decision Discipline

• Maintain a decision log for every on/off/budget change
• Run quarterly gate reviews

Requirements

Must-have:

• 4+ years of hands-on performance marketing in B2C

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• Proven track record managing budgets of $100K+/month
• Expert-level in Meta Ads Manager and Google Ads (Search, PMax, App UA)
• Deep understanding of GA4, Conversion API (CAPI), Firebase
• Experience with attribution tools (Windsor.ai, AppsFlyer or similar)
• Strong A/B testing discipline: hypothesis → clean statistics → documented results
• Experience briefing video and creative teams
• Ability to work autonomously (Head of Product is your partner, not your daily manager)
• Russian — native or fluent; English — B2 (written and spoken)
• Willingness to use structured reporting as your primary working tool

Nice-to-have:

• Programmatic Connected TV or Digital TV buying experience
• App UA experience (Apple/Google billing attribution)
• Experience hiring and managing contractors
• Stripe attribution and revenue reconciliation

What We Offer:

• Compensation: $4,000–5,000 base + $1,000 KPI (monthly, upon goal achievement)
• Full ownership of the paid acquisition function with no layers of approval
• Direct collaboration with the Head of Product and founders
• Fully remote, but working hours aligned with Israel time (occasional US time to communicate with Meta/Google support)
• Opportunity to grow into Head of Performance as the team expands