Head of Growth Marketing

Location: Dubai, UAE

Reports To: Founders / Executive Leadership

Role Purpose

The Head of Growth Marketing is a high-impact, revenue-owning leadership role sitting at the intersection of direct-to-consumer (D2C) performance marketing, patient journey optimization, and conversion operations. You are the architect of the end-to-end growth engine, responsible for driving B2C customer/patient acquisition from the first digital ad impression through to a converted, high-value clinic booking.

As a strategic partner to the Founders, you will operate across all levels of the organization: defining brand growth strategy in the boardroom, managing performance algorithms (Meta, TikTok, Google) at the desk, and coaching contact centre teams to ensure every marketing dirham converts into scalable, profitable top-line revenue.

Key Responsibilities

1. Strategic Growth, D2C Unit Economics & Founder Alignment

• Revenue Accountability: Own the top-line acquisition revenue targets. You maintain full commercial responsibility for the growth funnel and justify all ad spend against realized revenue, unit economics, and margins.
• Growth Strategy & Team Leadership: Translate the Founders’ vision into a scalable, data-driven D2C growth strategy. Direct and scale the Growth Marketing and Performance teams, instilling a high-cadence, test-and-learn culture.
• Unit Economics Mastery: Manage marketing budgets with a focus on Blended CAC (Customer Acquisition Cost), LTV (Lifetime Value), ROAS (Return on Ad Spend), and AOV (Average Order Value).
• Strategic Partnerships: Build consumer-facing partnerships (e.g., corporate wellness programs, lifestyle brands, fitness communities) to diversify acquisition channels beyond paid digital channels.
• Executive Presence: Deliver transparent "State of Growth" reports to the Board and Founders, translating complex channel analytics into clear commercial narratives centered around EBITDA and market share.

2. D2C Omnichannel Performance Marketing

• Paid Acquisition Ownership: Lead and execute high-volume performance marketing campaigns across Meta, Google Search/PMax, TikTok, Snapchat, and programmatic channels to drive high-intent consumer traffic.
• Creative Testing & CRO Engine: Build a high-velocity creative testing framework (Reels, TikTok, UGC, founder/doctor-led content) and optimize landing page conversion rates (CRO) to continually lower acquisition costs.
• Signal & Data Integrity: Implement first-party data strategies, Server-Side Tracking, and Meta Conversions API (CAPI) to protect attribution accuracy in a privacy-first ecosystem.
• Lead Quality & Lead Scoring: Establish automated scoring protocols to prioritize high-intent, high-LTV prospective patients for premium treatment pathways.

3. Patient Funnel Optimization & Contact Centre Operations

• The Bridge to Care: Own the Inbound Lead → Booked Appointment conversion rate. Ensure high-volume marketing leads translate seamlessly into confirmed clinical appointments.
• In-House Contact Centre Leadership: Coach and guide the in-house patient care / contact centre team on D2C conversion strategies, objection handling, and speed-to-lead response workflows.
• Automation & Triple-Touch Workflows: Design automated omni-channel nurture workflows (SMS, WhatsApp, phone) to maximize appointment show-rates and reduce drop-offs.
• Operational SLA Standards:
• Speed-to-Lead: Maintain a sub-5-minute response target for new inbound inquiries.
• Answer Rates: Maintain contact centre call answer rates at >95% and Average Speed to Answer (ASA) at <20 seconds.
• Conversion Benchmarks: Drive Lead-to-Booking conversion floors (25%–40% depending on channel) and appointment show-rates (>85%).

The Growth Tech Stack

The candidate must be an experienced power user and operator of D2C growth tools:

• Ad Platforms: Meta Ads Manager (CAPI), Google Ads (PMax, Search, YouTube), TikTok Ads Manager, Snapchat Ads.
• Analytics & Attribution: GA4, Mixpanel/Amplitude, Triple Whale or similar D2C attribution tools, CRM (Salesforce/HubSpot).
• Consumer Lifecycle & Messaging: Klaviyo, Iterable, or similar D2C email/SMS/WhatsApp marketing automation platforms.
• Telephony / Call Operations: Cloud CCaaS tools (e.g., Genesys, CloudTalk, Five9) for lead routing and response tracking.

Candidate Profile & Requirements

Experience

• 8–12+ years total marketing experience, with at least 3+ years in a Head of Growth, Head of Performance, or Director-level role.
• Proven Track Record in Pure D2C / B2C Acquisition: Must have hands-on experience driving direct-to-consumer growth (e.g., Healthcare/HealthTech, E-Commerce, D2C Subscription Services, Consumer Fintech, or High-Volume B2C Consumer Apps).
• Budget Accountability: Demonstrated experience managing multi-million AED/USD annual performance budgets directly tied to top-line consumer revenue targets.
• Funnel & Team Leadership: Experience managing paid performance channels alongside inbound sales/contact centre conversion teams.

The "Growth" Mindset

• D2C Unit-Economics Obsessed: You focus on CAC, ROAS, LTV, and payback periods—not vanity clicks or impressions.
• Founder's Mindset: Highly proactive, commercially sharp, and capable of pivoting strategies quickly in a fast-paced environment.
• Data-Driven & Creative: Skilled at analyzing acquisition data and A/B test results while understanding what creative concepts hook retail consumers.

Key Performance Indicators (KPIs)

• Top-Line D2C Revenue: Direct accountability for revenue growth generated through paid and organic channels.
• Blended CAC vs. LTV Ratio: Maintaining sustainable, profitable unit economics as budgets scale.
• Lead-to-Booked Patient Conversion %: Operational efficiency from ad click to clinic visit.
• Show-Up Rate %: Appointment attendance rate post-booking.
• Partner-Generated Revenue: Commercial contribution from strategic corporate and wellness partnerships.