Head of Marketing – Maternity Cover

Responsibilities

• Own B2C acquisition strategy across all paid and organic channels
• 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
• 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
• Manage PR activity and external communications
• Provide marketing support to the B2B/partnerships team as needed
• Create partner-facing collateral, co-branded campaigns, and sales materials for partners
• Lead, develop, and performance-manage the marketing team during the maternity leave period
• Set priorities, allocate resources, and ensure the team delivers against goals

• 7–10 years' experience in B2C marketing
• 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)
• 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)
• Proven experience building and running lifecycle marketing programmes — email, SMS, whatsapp and/or app — to drive retention, repeat purchase, and LTV
• Experience leading brand strategy and overseeing creative production
• Ability to balance performance and brand priorities
• Thinks in terms of revenue, CAC, LTV and margin — not just impressions and clicks
• Track record of managing and developing marketing teams of 5+ people
• Proven experience and knowledge of using AI to drive quality and quantity of marketing output
• Has operated across PPC and brand, is both analytical and creative

Demonstrates expertise in B2C marketing strategy, focusing on customer acquisition, retention, and lifecycle marketing across various channels. Proven ability to lead and develop marketing teams while managing significant budgets and ensuring brand integrity.