Interim Head of Marketing

Purpose of the Role

The Interim Head of Marketing 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

• 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

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

• 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 leadership:
  Track record of managing and developing marketing teams of 5+ people,…