Interim Head of Marketing

Head of Marketing - Maternity Cover (FTC) Purpose of the Role 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. Key Activities Customer Acquisition 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 Retention & CRM 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 Brand & Creative 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 B2B Marketing Support 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 Team Leadership 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 Responsibilities and Decisions This person owns (decides independently): Channel mix and budget allocation within agreed total budget Campaign creative and messaging decisions Day-to-day trading decisions (spend adjustments, targeting, offers) Performance management of direct reports This person recommends (proposes, but someone else approves): Overall marketing budget Significant pricing or promotional changes that affect margin Major brand positioning shifts Changes to team structure or headcount This person escalates (flags and hands up): Performance significantly off target (volume, CAC, retention) Regulatory or compliance concerns in marketing claims Requests from B2B team that conflict with B2C priorities Person Specification Essential Criteria 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 Preferred Criteria 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 Key Competencies Commercial rigour: Quickly understands performance drivers; makes decisions based on data and commercial impact Leadership and people skills: Brings the team along through a transition; maintains standards and motivation; coaches and transfers skills Pace and adaptability: Moves fast, makes decisions under uncertainty, doesn't get paralysed by ambiguity Creative and customer focussed: Understands what matters to patients and reflects it in messaging and strategy Precision where it counts: Rigorous on compliance, measurement, and accuracy KPIs B2C consultation starts vs. target New customer volume vs. target B2C revenue vs. target (subject to ROAS and LTV:CAC requirements) Customer acquisition cost (CAC) vs. target Channel performance metrics (organic traffic, email engagement, etc.) Retention rate / repeat order rate vs. baseline Marketing team engagement and retention during cover period Evaro Behavioural Competencies We obsess over patient outcomes: Makes marketing decisions that prioritise getting patients to effective treatment, not just maximising clicks. Ensures claims are accurate and builds trust. We collaborate and are constantly curious: Works openly with B2B, product, clinical, finance and ops teams. Experiments and tests constantly. We are precise where it matters: Applies rigour to regulated marketing claims and data tracking. We take ownership and follow through: Delivers what's committed. Diagnoses and fixes when performance is off — doesn't blame external factors. We innovate and learn fast: Tests new channels, messages, and approaches. Kills what doesn't work quickly. 📍 Location This is a 7 month fixed term contract role, with a hybrid working structure in our Norwich office (minimum 2 days/ week in office). 💬 Application Process Talent Screening (30 min) Interview with current Head of Marketing Taster Day (paid) Final Interview with Chief Commercial Officer Department Marketing Locations Norwich Remote status Hybrid About Evaro Evaro builds technology that makes healthcare more accessible. Our platform enables brands to integrate digital health services with minimal friction, supporting 13.5 million patients across NHS and private healthcare services in the UK. We were founded in 2018 after realising that a significant proportion of A&E consultations and GP appointments focus on minor health conditions that could be more efficiently managed digitally. What began as an e-Surgery and e-Pharmacy platform has grown into a full-stack digital health company, powering clinical, operational, and product solutions for the future of healthcare. Our mission is to improve access to medications and health services through seamless, tech-driven experiences. Founded in 2018 Co-workers 100-150