Growth Marketing Lead

Our vision

Our vision is to be the leader in an entirely new category, called Motivation-as-a-Service (MaaS), covering support across all human health goals that require assisted change to become embedded as habits.

Our mission

Fitmate Coach currently provides motivational coaches to help people stick to their health plans, starting with weight loss. Our unique solution tackles people’s main problem of staying motivated, by combining human coaches (on tasks that can’t be automated) alongside automation tools, e.g. generative AI, to make sure the service is affordable, scalable and available truly on demand.

Background

Founder Alon Laniado wants to make human advice more accessible using tech. His first startup PathMotion, also backed by Eternity Ventures, (sold in 2021 to PageUp, backed by Battery Ventures), allows existing employees to give highly individual insights to external job candidates, at scale.

Alon is certified as a Health & Wellness coach, an ex. Bain & Co. strategy consultant, member of Reforge and attended numerous courses run by M. Cagan’s SVPG.

Our wider team combines the right domain, technical and operational expertise to deliver on our vision and includes team members have worked for major Blue Chips and successful start-ups in the UK and USA including: McKinsey, L.E.K. Consulting, Accenture, RatedPeople, Virgin Media, BT, Ovo Energy, Octopus Investments, Octopus Energy and Thrive.

Fitmate Coach Demo video here.

Is this role for you?

We’ve spent 2 years getting to a product-market fit where we’ve tested two channels so far: Facebook and Google Ads. We have seen enough traction with the latter which, combined with our strong user retention, gives us confidence to invest heavily in scaling up marketing to consumers across this and other paid channels.

We’re still a tight knit lean team, so you’ll be working closely with the Founder, COO and a variety of internal and external resources at Fitmate internationally to discover, validate and optimize the most promising B2C channels, as well as optimize the funnel around our target audience who retains longest.

This role will suit someone who loves seeing immediate results in a fast-paced environment where you can have an outsized impact. You’ll have free rein to build a function as you see fit, to deliver results.

Requirements

Your responsibilities:

1. Developing and implementing our overall direct to consumer channel strategy including: Paid, Organic, Direct, Lead Gen, Email, Affiliates, Content and Lifecycle Management
2. Building on the existing initial Google Ads campaigns by identifying & developing other paid channels (in a variety of primary consumption media e.g. text, image & video) where our target audience are also likely present
3. CRO of our landing pages / onboarding survey etc.
4. Deliver the above by coordinating and managing the work of contractors (designers, bloggers, agencies etc.) and internal resources
5. Create and implement a strategy for online presence to boost our Brand / Product credibility (website, social channels etc.) to create positive halo effects on our direct response paid channels
6. Own the CAC-related analytics and systems across the various tools we use (Amplitude, Google Ads, Hubspot, Airtable etc.)
7. Further refine the target user persona to ensure it is consistently applied across our targeting efforts by third parties, agencies etc

You’ll be a great fit if you meet these requirements:

1. 4+ years experience with direct response and brand led consumer marketing channels
2. Experience owning a marketing budget of $300k+ p.a and managing associated delivery resources
3. Experience working in a start-up or similar size organisation (small / medium) and are passionate about building high-quality products
4. Have an in-depth understanding of the entire marketing strategy development process (briefing, creative development, deployment, analytics) and interested in the end-to-end picture
5. Comfortable with developing copy across multiple channels that coherently reflects our value prop and resonates with our target users
6. Comfortable with analysing data to inform decisions
7. You have experience/knowledge of working with a range of marketing techs across both web and apps
8. Take personal accountability for delivering quality outputs on time
9. Collaborative work style with zero ego
10. Clear and transparent communication re estimates, deadlines, quality, risks etc.
11. Capable of challenging strong business stakeholders in an objective manner and finding agreement
12. Right to work in the US

The stated experience and background is a guide and does not preclude applications from candidates with more or less experience, provided the requisite skills can be demonstrated. We believe it's all about mindset, great skills and attitude and a fantastic work ethic being key. If you’re aligned to our values, excited about the opportunity, and you’re really good at what you do (even if you don’t tick all the boxes) apply anyway!

Benefits

You’ll benefit from:

• Competitive salary