Head of Marketing - Maternity Cover (FTC) in Norwich

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.

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

1. Talent Screening (30 min)
2. Interview with current Head of Marketing
3. Taster Day (paid)
4. Final Interview with Chief Commercial Officer