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AS Beauty Group · 1 day ago

Head of Direct Response TV, Beauty

New York, NY

Full-time

Hybrid

Director/Executive

$150K/yr - $200K/yr

8+ years exp

AS Beauty Group is one of the fastest-growing cosmetic companies in the market today, developing global beauty brands that deliver real-world solutions. They are seeking a leader to own and scale Direct Response TV, driving measurable performance while shaping its broader role in customer acquisition and brand growth.

BeautyCosmeticsManufacturing

H1B Sponsor Likely

Responsibilities

Develop and execute a TV growth strategy that drives incremental revenue and contribution margin

Own performance forecasting, budgeting, and scaling decisions across TV and streaming

Identify and unlock new opportunities for reach, efficiency, and new customer acquisition

Translate TV performance into clear action: what to scale, what to pause, what to test next

Lead DR creative strategy across formats, with a rigorous test-and-learn framework

Own messaging and offer strategy rooted in DR fundamentals (value proposition, urgency, proof)

Partner with Creative and Ecommerce to ensure landing pages and funnels support TV conversion

Continuously optimize product bundles, pricing, and conversion rate for TV-driven customers

Advance our measurement maturity from 'strong' to 'best-in-class'

Develop a TV measurement system that includes: Direct response signals + ecommerce analytics

Media mix and blended efficiency reporting (MER/CPA guardrails where appropriate)

Incrementality testing (geo tests, lift testing, matched market tests)

Communicate performance and insights to leadership with clarity and confidence

Own the strategy to expand into longer-form and infomercial-style content where profitable

Evaluate longform production models, distribution partners, and operational requirements

Build a plan for TV as a repeatable sales engine that can translate to future brands

Lead and manage external agencies, media buying teams, and production resources

Create clear briefs, KPIs, and decision frameworks to hold partners accountable

Over time, grow internal capability and potentially build a dedicated TV growth team

Qualification

Direct Response TVPerformance TVCreative strategyAnalytical disciplineEcommerce measurementLongform experienceAgency leadershipBeauty industry experienceTeam buildingOperational requirements

Required

8+ years in Direct Response TV / Performance TV with ownership of large budgets

Strong track record scaling TV with a focus on efficiency, profitability, and growth

Deep expertise in DR principles: creative strategy, offer strategy, and response economics

Ability to lead agencies and vendors with high standards and clear accountability

Strong analytical discipline and comfort operating in ambiguity

Ability to think like a GM: balance incremental revenue, contribution margin, and scale

Preferred

Longform / infomercial experience (launching, scaling, distribution, and economics)

Experience integrating modern ecommerce measurement with TV (incrementality frameworks, MMM, lift tests)

Beauty, consumer, or highly competitive DTC/ecommerce experience

Familiarity with call center / direct response operational requirements (even if not owning)

Company

AS Beauty Group

We are a family run business, with extensive experience in category disruption.

Founded in 2019

New York, New York, USA

51-200 employees

https://asbeautyco.com

H1B Sponsorship

AS Beauty Group has a track record of offering H1B sponsorships. Please note that this does not guarantee sponsorship for this specific role. Below presents additional info for your reference. (Data Powered by US Department of Labor)

Distribution of Different Job Fields Receiving Sponsorship

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Trends of Total Sponsorships

2020 (1)