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.
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
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
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
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
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
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
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
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
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
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
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.
This is a 7 month fixed term contract role, with a hybrid working structure in our Norwich office (minimum 2 days/ week in office).
Talent Screening (30 min)
Interview with current Head of Marketing
Taster Day (paid)
Final Interview with Chief Commercial Officer
