Growth Lead

Role Overview

The Growth Lead owns the 'what should we say, to whom, on which platform, in what sequence' for Heald's US-market acquisition. You inherit a funnel that has been built by a Senior Growth Operator, and you scale and iterate it. You set quarterly angles and the testing roadmap.

You manage two reports: the Performance Marketing Specialist (Meta + Google hands) and the CRM & Lifecycle Specialist (Hub Spot + nurture). You collaborate with the Visual Designer on creative direction. You partner directly with the founder and care team on offer evolution and conversion improvement.

This is the senior in-house growth seat  is not a director-level or VP-level title and does not require a large team to manage today but the person hired here should be capable of growing into that scope as Heald scales.

Strategy Angles Briefs Execution (via team) Weekly Read Iterate

• Own Heald's quarterly messaging framework: 4-6 core angles per quarter, each mapped to a customer segment (newly-diagnosed Type 2, on GLP-1 with side effects, A1C-lowering motivated, CGM-curious metabolic optimizer), pain point, proof asset, and offer.
• Maintain the competitor swipe file
• Customer research: monthly customer / prospect interviews. Document insights in shared Notion. Insights drive new angles; angles drive briefs.
• Stay current on US Type 2 diabetes, GLP-1, and CGM landscape. Read clinical updates, monitor FDA guidance, track competitor positioning shifts.

• Own the full architecture: cold (Meta, Google, You Tube) mid-funnel (landing, eligibility quiz, lead magnet, consultation booking) warm (email + SMS via QUO) consultation call enrollment onboarding.
• Define each step's job and KPI. Hand off execution to Performance Specialist (top-of-funnel) and CRM Specialist (mid-to-bottom).
• Decide where to A/B test, where to ship and watch, where to commit.
• Quarterly: full-funnel review. What's working, what's leaking, what's next.

• Write the briefs the Visual Designer executes against. Brief format: hook, proof, CTA, visual reference, customer state of mind, compliance guardrails.
• Approve final ad copy and creative before they ship. No copy goes live without your sign-off on compliance and tone.
• Own and enforce Heald's banned-phrase list for diabetes / GLP-1 marketing: no 'cure,' no 'reverse guaranteed,' no 'stop medication,' no before/after weight-loss claims with implied timelines.
• Coordinate with founder on edge cases where compliance and conversion incentives pull in opposite directions.

• Run a weekly experiment cadence: hypothesis test read decide. No more than 3-5 active experiments at a time.
• Weekly read-out every Friday: top 3 wins, top 3 losses, 3 decisions for next week. Written, not slides.
• Document kill criteria for every test before it launches. Reject sunk-cost continuation.
• Monthly: experiment retrospective. What did we learn that we did not expect.

• Weekly sync with sales / care team on lead quality, objection patterns, common questions.
• Translate sales feedback into ad angles, nurture content, FAQ updates, landing page changes.
• Listen to at least 3 consultation calls per week. Yes, even though you are not in sales. This is how you know what to market.

• Manage Performance Specialist and CRM Specialist. Weekly 1:1s. Clear quarterly goals.
• Hire-up: identify when to add the next hire (Junior Analyst, second Visual Designer, content lead) as scale grows.
• Coordinate with founder on agency relationships if external agencies are engaged.
• Coordinate with the Fractional Senior Growth Operator. Treat them as a mentor and a peer reviewer,…