DTC Growth Architect: Meta & AI Scale

Lifely; Melbourne; On-site; AUD 140,000 - 210,000; Full time

Job summary

Lifely is seeking a DTC Performance Marketing Specialist to profitably scale paid acquisition across a global portfolio of physical-product ecommerce brands. Meta will be the primary channel, managing a current ~AUD 600,000 monthly spend and building AI-assisted workflows for faster analysis and decision-making.

You will align media buying with creative performance, stock, offers, and local market context, collaborating with ecommerce, product, finance, and operations to reflect the whole

Qualifications

• Hands-on experience owning and scaling Meta Ads for DTC physical-product ecommerce brands.
• Personal ownership of at least AUD 50,000–100,000 in average monthly paid-media spend.
• Evidence of DTC purchase-conversion outcomes and budget decisions under real commercial constraints.
• Strong understanding of MER, ROAS, CAC/CPA, AOV, gross margin, contribution margin, conversion rate.

Responsibilities

• Own paid-growth strategy and Meta execution across multiple DTC brands and countries.
• Allocate and scale budget based on contribution margin, MER, CAC/CPA, AOV, conversion rate, stock, discounting, freight, and refund risk.
• Prioritise brands and markets based on commercial opportunity, maturity, stock position, creative readiness, and growth potential.
• Build disciplined testing systems across campaigns, audiences, creative, offers, landing pages, and funnel stages.
• Turn creative-performance data into stronger hooks, angles, personas, formats, offers, and briefs.
• Diagnose creative fatigue, funnel friction, tracking gaps, offer problems, and commercial constraints before recommending action.
• Adapt budgets, channel mix, offers, and creative strategy to each market rather than applying one global template.
• Build AI-assisted workflows for analysis, reporting, research, creative classification, briefing, and repeatable decision-making.
• Create concise daily and weekly reporting that ends with decisions: Scale, Fix, Hold, or Cut.
• Work closely with creative, ecommerce, product, finance, and operations so growth decisions reflect the whole business.
• Use Google, TikTok, YouTube, and Pinterest where they can create profitable growth or useful market insight.

Skills

Meta Ads Manager

DTC ecommerce

Budget management

Analytics

Tools

Shopify

Google Ads

Performance Max

TikTok Ads

Pinterest Ads

Job description

The Mission

Lifely is looking for a DTC Performance Marketing Specialist to profitably scale paid acquisition across a global portfolio of physical-product ecommerce brands.

Meta will be your primary channel, and you will personally operate within a paid-media portfolio currently investing approximately AUD 600,000 per month. We are looking for someone who has already managed meaningful DTC spend—not someone whose experience is limited to small accounts, B2B lead generation, or broad digital marketing.

You will connect media buying with creative performance, contribution economics, stock, offers, landing pages, customer behaviour, and local market context. You will also build practical AI-assisted workflows that make analysis, reporting, research, and creative iteration faster and better.

About Lifely

Lifely is an Australian-founded ecommerce group building and scaling a portfolio of physical-product brands for customers in multiple international markets.

We move quickly, test often, and operate across different brands, products, customer segments, and market stages. Paid-media performance here is connected to real commercial constraints: margin, freight, stock, pricing, offers, product positioning, conversion, customer experience, and local market behaviour.

What You Will Own

- Own paid-growth strategy and hands-on Meta execution across multiple DTC brands and countries.

- Allocate and scale budget based on contribution margin, MER, CAC/CPA, AOV, conversion rate, stock, discounting, freight, and refund risk.

- Prioritise brands and markets based on commercial opportunity, maturity, stock position, creative readiness, and growth potential.

- Build disciplined testing systems across campaigns, audiences, creative, offers, landing pages, and funnel stages.

- Turn creative-performance data into stronger hooks, angles, personas, formats, offers, and briefs.

- Diagnose creative fatigue, funnel friction, tracking gaps, offer problems, and commercial constraints before recommending action.

- Adapt budgets, channel mix, offers, and creative strategy to each market rather than applying one global template.

- Build AI-assisted workflows for analysis, reporting, research, creative classification, briefing, and repeatable decision-making.

- Create concise daily and weekly reporting that ends with decisions: Scale, Fix, Hold, or Cut.

- Work closely with creative, ecommerce, product, finance, and operations so growth decisions reflect the whole business.

- Use Google, TikTok, YouTube, and Pinterest where they can create profitable growth or useful market insight.

What Success Looks Like

- Budget moves toward profitable opportunities with clear protection against margin, stock, and creative risk.

- Meta performance is managed through a reliable operating cadence rather than reactive account changes.

- Creative testing becomes faster, and performance evidence consistently shapes the next briefs and iterations.

- Leadership receives clear recommendations, accountable next actions, and honest visibility into uncertainty.

- AI reduces repetitive work while improving analysis and decision quality.

- Lifely develops a repeatable portfolio growth system that scales across brands and markets without flattening important local differences.

Good fit

- You have personally managed at least AUD 50,000–100,000 in average monthly paid-media spend, or the equivalent in another currency, for DTC physical-product brands.

- You are both strategic and hands-on in Meta Ads Manager.

- You can explain exactly what you operated yourself versus what an agency or wider team handled.

- You understand that strong media buying depends on creative, offer, landing-page, stock, and contribution-margin quality.

- You enjoy moving between brands and markets while keeping priorities and commercial context clear.

- You use AI as an operating advantage, not merely as a writing assistant.

Not a fit

- Your background is mainly B2B, SaaS, lead generation, SEO, CRM, or paid search without direct DTC physical-product and hands-on Meta ownership.

- Your experience is limited to small paid-media accounts materially below the role's minimum scale.

- The large budget figures on your CV describe a company, agency, or team portfolio that you did not personally operate or directly own.

- You judge success mainly through platform ROAS without understanding contribution margin and cash economics.

- You prefer reporting performance to making a clear recommendation and owning the next action.

Qualifications

Must-Haves

- Direct hands-on experience owning and scaling Meta Ads for DTC physical-product ecommerce brands.

- Personal ownership of at least AUD 50,000–100,000 in average monthly paid-media spend, or equivalent.

- Evidence of DTC purchase-conversion outcomes and budget decisions under real commercial constraints.

- Strong understanding of MER, ROAS, CAC/CPA, AOV, gross margin, contribution margin, conversion rate, and profitability.

- Strong creative-performance judgment across hooks, angles, personas, offers, formats, fatigue, and iteration.

- Ability to turn campaign and business data into clear priorities and actions.

- Practical experience using AI for analysis, automation, reporting, research, or workflow improvement.

- Ability to manage multiple brands and markets concurrently without losing commercial or customer context.

- Strong reporting and stakeholder communication.

- Meaningful availability during Australian working hours.

Strong Pluses

- Direct experience operating close to a six-figure monthly paid-media portfolio, especially near AUD 600,000 per month.

- Shopify and ecommerce analytics experience.

- Hands-on Google Ads, Shopping, or Performance Max experience.

- TikTok Ads, YouTube Ads, or Pinterest Ads experience.

- Multi-market performance experience across Australia, the United States, Canada, or other international consumer markets.

- Experience building dashboards, SOPs, automated workflows, or AI-assisted operating systems.

- Working knowledge of landing-page conversion, CRO, attribution, and tracking.

- Experience with home, furniture, family, lifestyle, sleep, kids, or other consumer-product categories.