Growth Performance Lead

About myota

At myota, we're transforming gut health through clinically proven prebiotic fibre products.

Founded by world-leading microbiome scientists and experienced operators, and backed by some of Europe's top VCs, myota is pioneering a new era of evidence-based gut health. Our products are clinically effective, patented, and built on groundbreaking research from MIT.

With over 65,000 customers, growing adoption among doctors, dietitians and nutritionists, and a clinical research programme spanning the NHS and leading universities, we're already making a meaningful difference. Now, we're building the #1 direct-to-consumer gut health brand.

You'll join a small, high-impact team working to prevent and reverse the chronic disease burden linked to poor gut health. We're here to extend healthy lifespans, one gut at a time.

The role

We're looking for a Performance Lead to own how myota reaches new customers, profitably.

Our growth team is built around three pillars: Content, Distribution and Lifecycle. Content shapes what we say. Lifecycle owns the customer once they arrive. Distribution gets the message out into the world at a positive return. That's this role.

Day to day, that means paid media across Meta, Google and TikTok. It also covers every third-party channel, including Amazon, and the new channels we haven't tested yet. You'll decide where our money goes, when a new channel deserves a test, and when an existing one deserves more. You'll lead weekly trading: money in, money out.

This is not a role for someone who wants to run ads in isolation. Media is the last step in a system: insight, message, creative, landing page, offer, then spend. You'll own the path from first impression to first order, and partner with Content and Lifecycle so every customer gets one consistent experience, whichever door they come in through.

Why now?

myota has strong acquisition foundations: a profitable Meta engine, a weekly creative testing rhythm, a dedicated performance creative partner and a growing Google programme.

But most new customers still come through one channel. The next stage depends on a broader, more resilient distribution mix, without losing the efficiency that got us here.

That means scaling Meta with discipline. Growing Google into a meaningful share of spend. Testing TikTok properly. Building Amazon into a channel that reaches customers who will never visit our website. And spotting the next opportunity before it's obvious.

You won't inherit a large media department. You'll build a lean distribution system that does more with less, and gets smarter every week.

What you'll own

Every channel we pay or partner with to reach new customers:

• Meta: account structure, budget pacing, testing versus scaling, kill and scale rules
• Google: Search, Shopping and Performance Max, feed quality and landing page alignment
• Landing pages and conversion: the post-click experience for paid traffic, tested with Content and Lifecycle so the message stays consistent from ad to checkout
• TikTok: building the testing roadmap and owning the channel as it earns its place
• Amazon: launching and growing myota on Amazon, including listings, advertising, pricing, reviews and how it sits alongside our DTC subscription model
• New channel testing: when a channel deserves a test, how to run it and when to call it
• Budget allocation: spend across the mix, weekly pacing against our growth model and reforecasting
• Trading: leading the weekly trading review
• Measurement: CAC, payback, new customer revenue, attribution hygiene and incrementality
• Creative performance insight: concept-level learnings fed back into Content and our creative partners
• Acquisition quality: working with Lifecycle to acquire customers who stay, not just customers who convert
• Partners and agencies: keeping strategy, reporting and accountability in-house

You'll make sure every pound works as hard as it can, and that we always know which constraint is holding growth back: spend, creative or conversion.

What this is not

• Not a media buying role that only lives inside ad managers. You'll be hands-on, but the bigger job is deciding where growth comes from next.
• Not an agency management role. We work with excellent partners, but strategy, judgement and accountability sit with you.
• Not a ROAS-at-all-costs role. A cheap customer who churns after one order is not a win.
• Not a creative role. You won't write the message, but you'll be one of its sharpest critics, and you'll know which ideas deserve more budget.

The way you'll work

You'll report to our Chief Growth Officer, who owns the wider P&L, and own the tactical trading decisions inside it.

You'll work most closely with Content (turning their messaging into tests and feeding back what the market says) and Lifecycle (making sure we acquire customers worth keeping). You'll also work with our performance creative partner, web and CRO, Science, CX and Finance.

We run a weekly rhythm: Monday is the trading review, Tuesday is launch day for new creative, and the rest of the week is for building what's next. You should be comfortable moving between a spreadsheet, an ad account, a creative review and a conversation with a founder in the same afternoon.

AI-native ways of working

We're building myota as an AI-enabled company from the ground up. You don't need to be an engineer, but you should naturally ask: "Why am I doing this by hand?"

That could mean using AI to automate performance reporting, detect anomalies in spend or CAC, analyse creative at concept level, build forecasting and pacing tools, research new channels, or keep a living log of every test we've run and what it taught us.

We're looking for someone who builds a distribution engine that gets smarter over time, not someone who only manages campaigns.

What success looks like

In your first 3–6 months, you will have:

• Taken full ownership of Meta and Google, with simple, legible account structures
• Built a clear process that separates creative testing from scaling
• Hit spend and efficiency targets against our growth model, week after week
• Grown Google into a meaningful share of acquisition spend
• Launched a landing page and offer testing programme for paid traffic, and lifted new customer conversion rate
• Launched a structured TikTok test with clear success criteria
• Built and started executing the Amazon plan, from listings and pricing to advertising and reviews
• Set up trusted reporting on CAC, payback and new customer revenue by channel
• Fed concept-level performance learnings back into Content and creative every week
• Started tracking acquisition quality, not just acquisition cost
• Built a channel testing roadmap for what comes next

Success does not mean "spending more." It means knowing exactly where the next pound of growth comes from, and having the system to go and get it.

About you

You might currently be a Performance Marketing Lead, Head of Paid Acquisition, Senior Performance Marketing Manager, Paid Media Lead, Growth Marketing Lead with strong paid ownership, or Acquisition/Channel Lead at a DTC brand.

You may have worked in DTC, subscription, health, wellness, nutrition, supplements, functional food or another category where trust and education shape how people buy.

You've probably run accounts hands-on, but now want to own the whole mix: which channels, how much, and why. You're commercially sharp, but not only motivated by ROAS. You want to be proud that the people you bring in actually benefit from what they bought.

What we're looking for

• 4+ years of hands-on performance marketing in DTC or ecommerce
• Deep Meta and Google expertise: you can build accounts, not just brief agencies
• Experience owning budget allocation and pacing across multiple channels
• Strong creative testing judgement and comfort with fast iteration
• Commercial fluency in CAC, payback, contribution margin, AOV and LTV
• Experience with attribution, measurement and imperfect data
• Hands-on CRO experience: you've built and tested landing pages, offers and journeys
• Confidence managing agencies and partners while keeping ownership in-house
• A systems mindset: you build repeatable processes, not one-off wins
• Curiosity about AI, automation and smarter ways of working
• Comfort working in a fast-moving, early-stage environment

Nice to have

• Amazon experience, ideally launching or scaling a brand on Amazon UK
• TikTok ads experience
• Subscription business experience
• Health, wellness, supplements or functional food experience
• Experience in a claims-sensitive or regulated category
• Experience launching new channels or new markets
• Experience with incrementality testing or media mix modelling

Why this role matters

myota's science can change how people look after their health. But it only matters if people hear about it. This role exists to make sure they do: profitably, at scale, and in a way that brings in customers who stay.

The details

• Contract: Full-time, permanent
• Reports to: Chief Growth Officer
• Location: London, hybrid