Head of Marketing - Maternity Cover (FTC)

Purpose of the Role

This is a maternity cover for the Head of Marketing at Evaro. 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.

Key Activities

Customer Acquisition

• 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

Retention & CRM

• 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

Brand & Creative

• 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

B2B Marketing Support

• 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

Team Leadership

• 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

Responsibilities and Decisions

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

Person Specification

Essential Criteria

• 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, proven experience and knowledge of using AI to drive quality and quantity of marketing output
• B2C generalist: Has operated across PPC and brand, is both analytical and creative

Preferred Criteria

• Experience with subscription or repeat-purchase business models
• Experience supporting B2B marketing alongside a B2C function
• Familiarity with healthcare specific regulated marketing and compliance requirements (MHRA, ASA, etc.)
• Experience in a fast-paced, commercially-driven scale-up or growth business
• Comfortable with cover/interim roles and able to hit the ground running quickly

Key Competencies

• Commercial rigour: Quickly understands performance drivers; makes decisions based on data and commercial impact
• Leadership and people skills: Brings the team along through a transition; maintains standards and motivation; coaches and transfers skills
• Pace and adaptability: Moves fast, makes decisions under uncertainty, doesn't get paralysed by ambiguity
• Creative and customer focussed: Understands what matters to patients and reflects it in messaging and strategy
• Precision where it counts: Rigorous on compliance, measurement, and accuracy

KPIs

• B2C consultation starts vs. target
• New customer volume vs. target
• B2C revenue vs. target (subject to ROAS and LTV:CAC requirements)
• Customer acquisition cost (CAC) vs. target
• Channel performance metrics (organic traffic, email engagement, etc.)
• Retention rate / repeat order rate vs. baseline
• Marketing team engagement and retention during cover period

Evaro Behavioural Competencies

• We obsess over patient outcomes: Makes marketing decisions that prioritise getting patients to effective treatment, not just maximising clicks. Ensures claims are accurate and builds trust.
• We collaborate and are constantly curious: Works openly with B2B, product, clinical, finance and ops teams. Experiments and tests constantly.
• We are precise where it matters: Applies rigour to regulated marketing claims and data tracking.
• We take ownership and follow through: Delivers what's committed. Diagnoses and fixes when performance is off — doesn't blame external factors.
• We innovate and learn fast: Tests new channels, messages, and approaches. Kills what doesn't work quickly.

📍Location

This is a 7 month fixed term contract role, with a hybrid working structure in our Norwich office (minimum 2 days/ week in office).

💬Application Process

• Talent Screening (30 min)
• Interview with current Head of Marketing
• Taster Day (paid)
• Final Interview with Chief Commercial Officer