Head of Growth Marketing

Location: Remote (with ability to travel for meetings in person London/Edinburgh as required)

Salary: Competitive

Work pattern: Full Time (UK Remote)

Reporting to: Chief Marketing & Experience Officer

ProblemShared is one of the UK's leading digital mental health and neurodevelopmental care providers. We've spent the last several years building a clinically credible, evidence-based service that has supported tens of thousands of people through partnerships with the NHS, universities, private healthcare providers, occupational health providers, employers and insurers. We deliver the full end‑to‑end support, not just focusing on assessment, but helping individuals and their families thrive beyond diagnosis. We're now opening a new chapter: launching directly to consumers with private paid services. Our mission is to make high‑quality mental health and neurodevelopmental care genuinely accessible, not through marketing claims, but through clinical excellence delivered at scale.

Role overview

We're looking for a creative, analytical, and execution‑focused senior Growth Marketer to help accelerate user acquisition, activation, retention, and brand awareness for ProblemShared. You'll own experiments across channels, build scalable growth systems, and turn insights into measurable results. This is a new role reporting into the Chief Marketing & Experience Officer. You will be our subject‑matter expert, working closely alongside the Chief Clinical Growth Officer, the Head of Customer Insights, the Chief Data Officer and the Head of Communications to bring a category‑shaping D2C proposition to market, continuing to strengthen our B2B growth and supporting recruitment for our R&D initiatives.

The ideal candidate thrives in fast‑moving environments, enjoys testing new ideas, and can blend data with storytelling, and is genuinely curious about how emerging technology and AI tools can sharpen the growth engine, particularly in a regulated category where trust is the conversion barrier and clinical integrity is non‑negotiable.

Key Responsibilities

• Growth strategy and execution
  • Develop and execute growth strategies to increase sign‑ups, engagement, and retention
  • Build and manage multi‑channel acquisition campaigns (SEO, paid media, partnerships, email, social, referral programmes, content)
  • Identify new growth opportunities through research, trends, and experimentation
  • Own the marketing funnel and optimise conversion at every stage
  • Build out a team as scale demands and/or manage agency partnerships, holding partners accountable to commercial outcomes
• Performance marketing
  • Launch, monitor, measure impact and optimise paid campaigns across platforms such as Google, Meta, LinkedIn, TikTok, and others
  • Manage budgets with a clear focus on incremental return, distinguishing between customers the campaign caused and those who would have arrived organically. Core metrics include incremental CAC (iCAC), LTV:iCAC, and contribution margin per acquired customer. ROAS and CPL will be used as operational monitoring metrics within campaigns, not as primary effectiveness measures. Where feasible, channel effectiveness will be validated through holdout experiments rather than attributed conversion alone.
  • Create landing pages, ad copy, and conversion‑focused campaign assets
  • Data driven experimentation – test hypotheses (e.g. email personalisation, A/B testing landing pages, sign up flows or key user journeys to determine most effective routes and tactics).
  • Partner with our clinical and legal teams to ensure all campaigns meet ASA, MHRA, CAP Code, and CQC standards.
  • Deliver actionable insights to take to the content team and agency around performance channels, content fatigue etc
• Content and brand growth
  • Create compelling messaging that clearly communicates the value of ProblemShared
  • Work with the Head of Communications on design and content to produce blogs, case studies, social content, newsletters, and campaigns
  • Grow brand visibility and community engagement through organic channels
  • Build trust at scale through earned media, expert thought leadership, and SEO, recognising that in mental health, brand investment is what makes performance marketing work
• Product‑led growth
  • Collaborate with product and design/UX teams to improve onboarding, activation, and user journeys
  • Use behavioural data to identify friction points and growth opportunities
  • Support feature launches with go‑to‑market campaigns
• Analytics and experimentation
  • Define KPIs and report on growth performance regularly
  • Run A/B tests on messaging, channels, creatives, pricing, and user flows
  • Use tools such as GA4, Mixpanel, HubSpot, marketing automation platforms, and CRM systems to guide decisions
  • Partner with the Head of Customer Insights and the company’s Data Science centre of excellence to translate qualitative and quantitative customer signal into growth experiments

Requirements

Must‑haves

• 8+ years in growth marketing, performance marketing, demand generation, or digital marketing
• Strong understanding of acquisition funnels, retention loops, and conversion optimisation
• Experience running campaigns across paid and organic channels
• Comfortable working with analytics dashboards and interpreting data
• Awareness and understanding of regulated marketing environments (ASA, CAP, MHRA, GMC, CQC)
• Strong copywriting and communication skills
• Highly proactive, organised, and results‑driven
• Track record of building and managing agency relationships
• A self‑starter, player‑coach – equally comfortable defending strategy to senior leaders and getting into GA4 or landing page testing etc, until the team is built out, you will have to operate as both.

Nice‑to‑haves

• Experience launching or scaling D2C subscription propositions, ideally in a considered‑purchase or regulated category (health, fintech, insurance, education)
• Experience in scale‑ups or companies going through rapid transformation and change
• Familiarity with product‑led growth strategies
• Experience with referral systems, lifecycle marketing, or community growth
• Basic design skills (Figma)
• Experience in mental health, neurodevelopmental care, healthtech, or femtech

What we offer you

• Excellent salary
• Annual Performance related bonus (Discretionary)
• Company Pension Scheme
• 30 days annual leave + public holidays + the option to buy and sell additional leave, & extended leave options such as sabbatical leave
• Private health insurance
• Blue Light card / discounts
• Enhanced family friendly policies
• Flexible working
• All company events and in‑person team meet ups
• Access to a range of wellbeing activities
• Access to development / training opportunities to support your career ambition
• One volunteering day per year

We are proud to be an equal opportunity and Disability Confident Committed employer and celebrate diversity and are ambitious in creating a recruitment process that allows everyone to shine and showcase their unique qualities. We offer tailored opportunities and adjustments to help each individual reach their full potential.