Company Description BookMySmile is a patient-first platform that helps individuals across Canada find quality dental care with confidence. By connecting patients to top-rated dental clinics, the platform makes it simple to compare options and choose the right provider for routine cleanings, new patient exams, and advanced treatments. Users can easily book appointments online through a transparent and streamlined experience. The service is designed to offer peace of mind, ensuring patients receive trusted care while saving time and effort in finding the right clinic.
Role Description The Head of Marketing (Equity-Based) is a full-time remote role responsible for leading BookMySmile’s overall marketing strategy and execution. This role oversees brand positioning, digital marketing campaigns, and growth initiatives to increase platform awareness and patient acquisition. Daily responsibilities include developing market plans, managing marketing budgets, collaborating with product and sales teams, and guiding content and performance marketing activities. The Head of Marketing will analyze market data and user behavior, refine go-to-market strategies, and ensure consistent messaging across all channels. This position also involves building and mentoring a marketing team, managing external partners, and contributing to long-term business planning while participating in equity-based compensation aligned with company growth.
Qualifications
- Strong Market Planning and Marketing Management skills to define, execute, and optimize strategic marketing initiatives.
- Demonstrated expertise in Market Research to analyze industry trends, target audiences, and competitive landscapes.
- Proficiency in Sales and growth-focused marketing to drive user acquisition, conversion, and retention.
- Experience in Public Relations to build brand reputation, manage media relationships, and oversee communications.
- Proven leadership experience in senior marketing roles, preferably in digital health, healthcare, or marketplace platforms.
- Ability to work effectively in a remote environment, managing cross-functional teams and external agencies.
- Strong analytical skills, with experience using data and metrics to inform decision-making and measure campaign performance.
- Excellent written and verbal communication skills in en_US and strong stakeholder management capabilities.
- Bachelor’s degree in Marketing, Business, Communications, or a related field; advanced degree is an asset.
- Comfort with equity-based compensation and a startup or high-growth environment mindset.
Role summary
Own and scale marketing and growth strategy across Google Ads, Meta Ads, and additional channels (TikTok, LinkedIn, programmatic/display, SEO, content, etc.) as BookMySmile expands across the US and Canada. This is a senior leadership hire — someone who has scaled marketing meaningfully at a tech/SaaS company and can build the function from where it is today into a multi-channel, multi-market engine, eventually leading a team.
Reports to: Co-Founder & BD Lead
Compensation: Equity-based. As a senior leadership hire building and scaling the marketing function, this role includes a meaningful equity grant with standard 4-year vesting and a 1-year cliff, in lieu of or alongside base salary depending on candidate fit.
Key responsibilities
- Own marketing strategy end-to-end across Google Ads, Meta Ads, SEO/content, and evaluate/launch additional channels (TikTok Ads, LinkedIn, programmatic/native, retargeting) as the company scales
- Set and own CPL/CAC/LTV targets by market, using Winnipeg/Ottawa-level performance as the internal benchmark to replicate and beat in new cities and US markets
- Build a scalable testing and creative operations process to solve recurring creative fatigue — not just running tests, but building the system so fatigue doesn't recur
- Own budget strategy and pacing across a growing number of markets/channels, with full accountability for blended CAC and payback period
- Build reporting and attribution infrastructure (via Windsor.ai and beyond) that gives leadership a real-time, trustworthy view of marketing performance and unit economics
- Oversee SEO/content strategy (building on the existing 128 programmatic pages and clinic profile network) and CRM/lifecycle marketing (GoHighLevel) so all channels work together, not in silos
- Bring SaaS-style growth discipline: cohort analysis, payback period modeling, channel diversification strategy, and experimentation velocity
- Build and manage a small marketing team (contractors or FTEs) as the company scales, owning hiring decisions for future paid ads/SEO/creative hires under this function
Requirements
- 10+ years in marketing/growth leadership, with deep hands-on expertise across Google Ads and Meta Ads, plus working knowledge of at least 1-2 additional platforms (TikTok, LinkedIn, programmatic)
- Prior experience in a tech/SaaS environment — understands recurring revenue, CAC payback, LTV:CAC ratios, and growth-stage scaling, not just lead-gen campaign execution
- Track record of scaling marketing across multiple markets/geographies, ideally including US and Canada
- Strong analytical fluency — comfortable owning dashboards, attribution modeling, and defending spend decisions with data
- Demonstrated experience building or significantly leveling up a marketing function from an early/lean stage, including hiring and managing a team
- Comfortable with an equity-based comp structure — ideal for a candidate who wants meaningful upside and ownership in a fast-growing startup rather than a large cash package
- Healthcare, marketplace, or multi-location local services experience is a strong plus, though not required given the SaaS background is the priority