Senior Marketing Manager

We're looking for a Senior Performance Marketing Manager who will own the growth engine end-to-end: driving patient acquisition through paid campaigns, owning the marketing budget and its ROI, and leading the charge as we expand into new markets. This is a high-ownership role. You won't just execute campaigns; you'll own the numbers, the budget, and the strategy for how we acquire patients and grow awareness, both in our existing markets and in every new geo we enter.

The candidate will have responsibilities across the following functions:

Run and scale performance campaigns:

• Own end-to-end paid patient acquisition across Google Search/Performance Max, Meta, and other relevant digital channels.
• Build, launch, and continuously optimise campaigns to drive high-intent inquiries and consultation bookings at an efficient cost-per-lead.
• Run structured creative, messaging, and audience testing to keep finding new pockets of scale without letting acquisition cost creep up.
• Work closely with the creative/content team to brief, test, and iterate ad creative and landing pages at pace.
• Strengthen local SEO, Google Business Profile, and other high-intent discovery channels alongside paid.

Own the marketing budget:

• Fully own the performance marketing budget planning, allocation across channels and geos, and pacing spend against targets.
• Be accountable for the P& L view of marketing: cost-per-lead, cost-per-admission, LTV, and blended ROI, not just channel-level vanity metrics.
• Build monthly/quarterly spend forecasts and present budget performance directly to leadership.
• Make the call on reallocating budget between channels, campaigns, and markets based on what's actually working.

Lead expansion into new geographies:

• Own the playbook for launching paid acquisition in new markets from initial market tests and channel selection to scaling spend once a market shows traction.
• Adapt messaging, targeting, and channel mix to local market nuances (competitive landscape, search behaviour, cost benchmarks, cultural sensitivities around mental health).
• Set up market-specific tracking and benchmarks so we can quickly tell which new geos are worth scaling into and which aren't.
• Partner with clinical/operations teams to flag anything blocking growth in a new market (centre readiness, local compliance, referral network gaps, etc. )

Drive the broader growth agenda:

• Partner with data/analytics to build cohort-level views of lead quality by channel, campaign, and geo, not just top-of-funnel inquiry volume.
• Continuously push on funnel conversion (inquiry consultation, booked admission/enrollment, retention) in partnership with clinical ops and the call center/CRM team.
• Evaluate and pilot new channels (referral partnerships, corporate wellness tie-ups, influencer/awareness content, affiliate) as additional levers for scale.
• Build a regular reporting cadence for leadership covering spend, cost-per-lead/CAC trends, and new geo performance.

Requirements:

• 3-6 years of hands-on performance marketing experience, ideally in healthcare, wellness, D2C, or other high-consideration lead-gen businesses.
• Direct experience owning a marketing budget end-to-end (not just executing campaigns set by someone else); comfortable being accountable for cost-per-lead, CAC, and ROI as business outcomes.
• Experience scaling paid acquisition into new markets/geographies is a strong plus; understands what changes (and what doesn't) when entering a new market.
• Strong hands-on expertise with Google Ads (Search/PMax), Meta Ads Manager, and CRM/call-tracking tools for lead attribution.
• Comfortable pulling and interpreting data independently (SQL/Excel) rather than relying solely on dashboards built by others.
• Sharp, first-principles thinker who can look at a set of numbers and figure out why something is or isn't working, not just report on it.
• Sensitivity and judgment around marketing in the mental health space: messaging that's compassionate, non-stigmatising, and compliant.
• Strong bias for action and ownership; this role has real budget authority and real accountability for results.