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