Head of Performance Marketing

Head of Performance Marketing

Releaf is the UK's leading medical cannabis clinic. With over 170 staff, we connect patients with specialist clinicians, streamline access to prescriptions, and support thousands of people across the UK. We're on a mission to rethink healthcare — making specialist medical care more accessible, more human, and more effective.

This is an exciting moment to join Releaf. We have strong product-market fit, a growing patient base, and ambitious international plans. We're also a certified B Corp, the first medical cannabis clinic in the UK to achieve this status, reflecting our culture and the standard of care we hold ourselves to. We're now looking for a Head of Performance Marketing to own our paid acquisition engine and affiliate channel, driving patient growth in a competitive, regulated market.

You'll report directly to the Marketing Director and take ownership of paid search, paid social, and affiliate - setting strategy, managing spend, and building a high-performing pod. You'll manage a Paid Media Executive and Paid Media Designer, and work closely with the Head of Growth on CRO to ensure paid traffic lands on experiences that convert.

You should be comfortable switching between strategic leadership and hands-on execution. This role suits someone analytical, commercially sharp, and confident; experience in a regulated industry is essential - healthcare or fintech experience is strongly preferred.

• Own paid search and paid social strategy end-to-end, with a strong focus on CPA, patient acquisition, and revenue growth
• Manage spend efficiently across channels, continuously improving channel mix and performance
• Factor patient lifetime value into channel strategy, bidding decisions, and audience development.
• Guide creative testing across the full paid funnel, working with the Paid Media Designer to develop and iterate on ad creative
• Own attribution and tracking standards across all paid channels, including UTM discipline, and work closely with the analytics stack to maintain data integrity and accurate measurement

• Take ownership of the existing affiliate operation, optimising performance, deepening partner relationships, and identifying opportunities to scale the channel
• Work with affiliate partners and networks to grow the channel, identify new publisher opportunities, and improve tracking and attribution
• Ensure affiliate activity is well coordinated internally, with clean handoffs to Finance, Content, and relevant stakeholders

• Build and maintain a structured testing and experimentation programme across paid channels - with clear hypotheses, measurable success criteria, and disciplined analysis of results
• Produce clear, regular reporting on channel performance, spend efficiency, and patient acquisition metrics for the Marketing Director and senior stakeholders - going beyond what happened to explain why, and what should change as a result
• Stay across regulatory requirements across all paid and affiliate activity, and find ways to scale safely within them

• Work closely with the Head of Growth to ensure paid traffic feeds into optimised landing page and dashboard experiences, and collaborate with the Director of Acquisition to align paid and organic search strategy - ensuring both channels work together on search intent, keyword territory, and messaging
• Collaborate with the Head of Brand and Head of Content to align messaging, creative direction, and patient journeys across channels
• Build and manage relationships with relevant agencies, platforms, and third-party partners
• Keep strong technical knowledge across platforms, analytics tools, and AI so the team stays ahead of changes
• Stay across regulatory requirements and find ways to scale safely within them

• 5-7 years experience in performance marketing with real depth across paid search and paid social
• Proven track record managing significant budgets with a focus on CPA and measurable patient or customer acquisition
• Strong understanding of LTV and how to build it into paid strategy - you think beyond the first conversion
• Able to blend paid channel performance data with site funnel insight to make fast, high-impact decisions
• Confident with attribution modelling, tracking setup, and multi-touch measurement across paid channels
• A structured, disciplined approach to experimentation - you've built and run test programmes, not just executed one-off tests
• Affiliate channel experience, with a track record of optimising and growing performance
• Experience working in a regulated industry is essential - you understand the constraints and know how to operate creatively and compliantly within them
• Genuinely plugged in to the paid media landscape; you follow platform updates closely and engage with practitioner communities where real-world knowledge is shared
• Strong analytical skills, able to turn data into clear action and communicate findings to…