Head of Marketing - Maternity Cover; FTC

Purpose of the Role

This is a maternity cover for the Head of Marketing at Evaro from September 2026-April 2027. The postholder will own how Evaro acquires and retains B2C customers, leading all marketing activity across paid acquisition, brand, creative, PR, SEO, and retention - driving patient volume and revenue while keeping acquisition costs sustainable.

The Head of Marketing also provides marketing support to the B2B team, with the marketing team creating partner-facing materials and campaigns as needed. Success means more patients accessing treatment, achieving or exceeding revenue budgets and targets, a growing and engaged customer base for a brand with increasing awareness and respect, and a marketing function that operates with commercial rigour and creative ambition.

• Own B2C acquisition strategy across all paid and organic channels (PPC, paid social, SEO, affiliates, PR)
• Manage channel mix and budget allocation to hit revenue, CAC and LTV:
  
  CAC targets
• Lead trading decisions — adjusting spend, targeting, and offers based on real-time performance
• Lead a team with a culture of deeply understanding channel performance and continually iterating and testing to improve it

• Own strategy for driving subscriptions and repeat orders and reducing churn
• Develop a cross-sell strategy to increase customer LTV
• Work with product/engineering to improve retention tooling and capabilities
• Develop lifecycle communications (email, SMS, app) and promotional tactics to increase patient lifetime value

• Ensure brand direction, values, and tone of voice are upheld across all patient-facing communications
• Oversee creative production for campaigns, website, and marketing assets
• Responsible for brand website home, landing, product, content and navigation pages, in close collaboration with product
• Manage PR activity and external communications
• Diligently ensure regulatory compliance of all marketing content and activity

• Provide marketing support to the B2B/partnerships team as needed
• Create partner-facing collateral, co-branded campaigns, and sales materials for partners
• In close collaboration with B2B team, implement lead generation and B2B brand marketing activity

• Lead, develop, and performance-manage the marketing team during the maternity leave period
• Set priorities, allocate resources, and ensure the team delivers against goals
• Maintain momentum and morale during the transition period

This person owns (decides independently):

• Channel mix and budget allocation within agreed total budget
• Campaign creative and messaging decisions
• Day-to-day trading decisions (spend adjustments, targeting, offers)
• Performance management of direct reports

This person recommends (proposes, but someone else approves):

• Overall marketing budget
• Significant pricing or promotional changes that affect margin
• Major brand positioning shifts
• Changes to team structure or headcount

This person escalates (flags and hands up):

• Performance significantly off target (volume, CAC, retention)
• Regulatory or compliance concerns in marketing claims
• Requests from B2B team that conflict with B2C priorities

• 7–10 years' experience in B2C marketing, with at least 2–3 years at Head of Marketing or equivalent senior leadership level
• Sector experience: Consumer-facing healthtech, private healthcare, or a closely adjacent regulated consumer sector (e.g. digital health, telehealth, health & wellness, or pharmacy)
• Performance marketing: Hands‑on and strategic expertise in PPC (e.g. Google Ads, Bing), paid social, and SEO; proven track record managing significant budgets at scale (ideally £1m+ monthly spend or equivalent)
• Email & CRM: Proven experience building and running lifecycle marketing programmes — email, SMS, whatsapp and/or app — to drive retention, repeat purchase, and LTV
• Brand marketing: Experience leading brand strategy and overseeing creative production; ability to balance performance and brand priorities
• Commercial mindset: Thinks in terms of revenue, CAC, LTV and margin — not just impressions and clicks
• Team…