Head of Marketing - Maternity Cover (FTC)

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.

Responsibilities

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; 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

Requirements

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

Nice to have

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