Head of Acquisition

A bit about Sons

Sons was founded in 2019 by Will and Adrian, driven by their own struggles with hair loss and the lack of accessible, affordable treatment options. Today, Sons is a certified B Corp digital health company on a mission to make men’s health more open, optimistic, and effective. We bring together physicians, pharmacists, scientists, technologists, and creatives to tackle the reality that most men don’t seek help for issues like hair loss. Through our telehealth platform and cloud pharmacy, we deliver clinically proven treatments straight to their doors—safely, affordably, and discreetly. With over 500,000 men treated across the UK, Ireland, and Germany, and a Series A €6.75M funding round, we’re expanding into new markets and channels. Our goal? To help every generation of sons live healthier, happier lives.

A bit about the role

You will own profitable new-customer acquisition across paid media, Meta and paid search, then build the wider channel mix as the opportunity proves out. This is not a coordination-only role. You will be close enough to the accounts, creative and funnel to know what is working, why it is working and what we should do next. You will set the strategy, own the number, manage spend and build a small team of channel specialists beneath you while connecting audience, proposition, creative, search intent, landing page and unit economics into a repeatable growth system.

What you will own

• The new-customer acquisition number across the UK, Ireland and Germany: budget, forecast, volume, CAC, payback and contribution economics.
• Paid search end to end across Google Ads and Microsoft Ads, including brand, non-brand, Shopping/Performance Max where relevant, bidding, feed inputs, landing pages and query-level insight.
• Meta strategy and performance: account architecture, budget allocation, testing standards, creative priorities and scaling decisions.
• The acquisition operating system: daily visibility, weekly trading, monthly planning, clear testing backlogs and fast decisions on scale, iterate or stop.
• Creative performance strategy. You will translate channel and customer data into clear briefs for creators, designers, copywriters and the wider brand team, without becoming the production bottleneck.
• Acquisition funnels and CRO. You will identify where intent is lost between ad, landing page, consultation and purchase, and work with product, ecommerce and data teams to fix it.
• Measurement and incrementality. You will use platform data, first-party data and commercial outcomes intelligently, rather than treating any single attribution view as the truth.
• Agencies and external partners: challenge them, use them where they add leverage and ensure knowledge and accountability remain in-house.
• Identify channel opportunities such as YouTube, TikTok, affiliates, creators or other paid partnerships, based on evidence rather than fashion.
• Hiring, coaching and performance management for the acquisition team, with clear channel ownership and high standards of craft.

What you bring (the must haves)

• You have personally scaled acquisition for a DTC or subscription business at meaningful spend and can show the commercial before and after.
• You are genuinely strong in both paid search and paid social. You may be deeper in one, but you can interrogate, lead and improve both without hiding behind an agency.
• You understand that creative, proposition and funnel performance drive media performance. Campaign structure and bidding are table stakes, not the whole job.
• You think in customers and contribution, not just platform ROAS. CAC, cohort quality, payback, LTV, margin and incrementality are second nature.
• You have excellent judgment: you know when to scale, when to wait, when to change the input and when to kill an idea.
• You can lead specialists without becoming distant from the work. People know what they own, decisions happen quickly and standards rise around you.
• You are hungry, low-ego and direct. You bring answers, make trade-offs visible and take responsibility for outcomes.

Nice to have (not required)

• Experience in regulated healthcare, telehealth, subscription or another high-consideration category.
• Multi-market experience, particularly localisation across the UK, Ireland and Germany.
• Experience building creative testing systems and creator-led acquisition engines.
• Hands-on familiarity with GA4, GTM, product analytics, data warehouses or experimentation tooling.