Head of Performance Marketing

Head of Performance Marketing

• Ordinary Folk (Noah & Zoey) · Regional — Singapore, Hong Kong & Japan
• Location: Singapore or Hong Kong
• Reports to: Chief Marketing Officer

About Ordinary Folk

Ordinary Folk is a vertically integrated telehealth company serving 200,000+ patients across Singapore, Hong Kong, and Japan through two brands: Noah (men's health) and Zoey (women's health). We diagnose, treat, and retain patients across sensitive, high-stakes health categories — and we run an AI-native operating model, where a lean human team works alongside AI agents across marketing, operations, and care delivery. We are a Series B company backed by some of the region's top venture capital firms and healthcare groups.

The mandate

Most patients meet us through an ad. Before the consult, before the treatment plan, before the delivery at the door — there's a scroll, a thumb-stop, and a click. That first moment, and every dollar behind it, is what you'll own.

Performance marketing has been rebuilt over the last two years. The platforms went black-box, targeting stopped being the lever, and creative became how you tell the algorithm who to find. The playbook now changes quarterly, and the gap between marketers who study the machine and marketers who run last year's structures is widening every month. We want someone from the first group — an operator who treats paid as a craft and is genuinely obsessed with where it's going next.

Everyone at Ordinary Folk is an individual contributor — leadership included. You'll own paid acquisition across both brands and all three markets with your own hands in the accounts, working shoulder to shoulder with our creative team and reporting to the CMO.

What you'll own

• The paid engine. Every performance dollar across both brands and all three markets — Meta, Google, TikTok, and whatever earns its way into the mix. Strategy, account structure, and in-platform execution.
• The economics. CAC, payback, LTV:CAC, MER — you set the targets by market and category, decide where the next dollar goes, and defend the numbers. Grounded in incrementality, not platform-reported flattery.
• The edge. The platforms rebuilt themselves around AI, and they're not done. You keep us ahead of every shift — first to test what's new, first to understand what changed, first to rebuild when the old structure stops working.
• Creative as the growth lever. Targeting is creative now. You'll work with our creative team daily — feeding signal from the account back into briefs, driving testing velocity and diversity, and killing fatigued angles fast.
• Min-maxing every channel. Know the efficient frontier of each channel and push it — squeeze more from what works, cut what doesn't, recognise saturation early, and find the next channel before we need it.

What you'll bring

• 8+ years in performance marketing, including in-house ownership at a DTC, subscription, or consumer health business
• You've managed US$7M+ in annual performance marketing budget across multiple platforms
• Hands-on and current — you're in the accounts, you follow platform changes as they ship, and you can explain what Andromeda changed and what it means for structure and creative
• Fluent in unit economics — CAC, payback, LTV, MER, incrementality — and comfortable defending spend to a CFO
• A track record of partnering with creative teams: turning account data into briefs, and briefs into winning ads
• Multi-market APAC experience is a plus; so is regulated-category advertising — health, finance, or anywhere the easy playbook is off-limits

Why this role

• The engine seat. Paid is the growth engine of this business, and you own it end to end — no committee between you and the account.
• Real scale. A budget with real weight behind it, two brands, three markets, and a direct line to the CMO.
• AI-native leverage. Your leverage here is agents, not headcount. Our AI agents handle the reporting and grunt work, so your time goes to strategy, structure, and creative — the parts that actually move the number.
• Skin in the game. Competitive package with meaningful equity.