VP of Growth

What You'll Do

Own the Growth Strategy

• Define and execute the patient acquisition and retention strategy across all channels and products
• Build the growth roadmap aligned with business goals, working backwards from revenue and patient targets
• Identify and prioritize the highest-leverage growth opportunities (new channels, products, markets, patient segments)
• Establish growth metrics, goals, and forecasting models that guide investment and decision-making
• Partner with executive leadership to shape company strategy based on growth insights

Build and Lead the Growth Team

• Recruit, hire, and develop a high-performing growth organization (15-30 people across marketing, analytics, growth product)
• Structure the team for scale: performance marketing, lifecycle/CRM, growth product, analytics, creative/brand
• Create career frameworks and development paths that attract and retain top growth talent
• Foster a culture of experimentation, data-driven decision-making, and rapid iteration
• Build rituals and processes that enable the team to move fast while maintaining quality

Drive Patient Acquisition

• Scale efficient patient acquisition across paid channels (SEM, social, display, affiliates, partnerships)
• Develop and optimize organic growth channels (SEO, content, referrals, community)
• Build and test new acquisition channels and tactics to diversify patient sources
• Manage marketing budget and CAC targets across channels, optimizing for LTV:CAC ratios
• Work with Creative/Brand to develop high-performing ad creative and messaging that converts

Optimize Conversion & Activation

• Lead growth product initiatives to improve conversion throughout the patient journey
• Partner with Product and Design to optimize onboarding, activation, and time-to-first-value
• Run experimentation programs (A/B tests, multivariate tests) to continuously improve conversion
• Identify and remove friction in the patient experience from discovery to first prescription
• Build systems to personalize patient experience based on needs, conditions, and behaviors

Maximize Retention & LTV

• Own lifecycle marketing strategy to drive engagement, retention, and LTV
• Build email, SMS, and in-app campaigns that keep patients engaged with their care
• Develop reactivation and winback programs for lapsed patients
• Partner with Clinical and Operations to identify churn drivers and build interventions
• Create loyalty and referral programs that turn patients into advocates

Establish Growth Operations & Analytics

• Build analytics infrastructure to measure, attribute, and optimize across the full funnel
• Implement experimentation frameworks and statistical rigor for testing
• Create dashboards and reporting that give the team and leadership real-time growth visibility
• Develop forecasting models to predict growth and identify risks/opportunities early
• Partner with Data/Analytics to build patient segmentation, LTV models, and attribution

Navigate Healthcare-Specific Constraints

• Ensure all growth tactics comply with HIPAA, healthcare advertising regulations, and platform policies
• Balance aggressive growth with clinical quality and patient safety
• Work with Legal/Compliance to navigate restrictions on healthcare marketing and claims
• Build trust-first messaging that differentiates in a crowded, skeptical market
• Manage payer relationships, insurance verification, and affordability messaging

What You Bring

Growth Leadership Experience

• 10+ years in growth, marketing, or product roles, with at least 4+ years leading growth teams (10+ people)
• Track record of scaling consumer businesses from early traction to significant scale (e.g., $10M to $100M+ ARR)
• Experience owning P&L or growth targets with accountability for CAC, LTV, and payback metrics
• Proven ability to build growth organizations from scratch or through rapid scaling

Healthcare or Experience in a Heavily Regulated Environment

• Experience in a heavily regulated environment OR digital health, telehealth, pharmacy, wellness, or healthcare marketplace businesses
• Deep understanding of patient acquisition dynamics, insurance/affordability messaging, and healthcare regulations
• Familiarity with HIPAA, healthcare advertising restrictions, and platform policies (Google, Meta, etc.)
• Knowledge of obesity medicine, GLP-1s, chronic disease management, or related therapeutic areas is a plus

Performance Marketing Mastery

• Expert-level knowledge of paid acquisition channels (Google, Meta, TikTok, affiliates, partnerships)
• Experience managing $5M+ annual marketing budgets with strong ROI discipline
• Deep understanding of attribution, incrementality testing, and marketing mix modeling
• Proven ability to scale channels while maintaining or improving efficiency

Growth Product & Experimentation

• Experience driving growth through product improvements (onboarding, activation, conversion funnels)
• Strong experimentation mindset with rigorous approach to testing and statistical significance
• Ability to partner effectively with Product and Engineering on growth initiatives
• Understanding of personalization, segmentation, and lifecycle marketing tactics

Analytics & Data Fluency

• Highly analytical with ability to dig into data, build models, and derive insights
• Comfortable with SQL, analytics tools (Amplitude, Mixpanel, Tableau), and experimentation platforms
• Experience building forecasting models and using data to guide strategic decisions
• Can translate complex data into clear narratives for executive audiences

Marketplace or Multi-Sided Platform Experience (Preferred)

• Understanding of marketplace dynamics (supply/demand balance, liquidity, network effects)
• Experience growing both sides of a platform (patients + providers in our case)
• Knowledge of how to optimize marketplace discovery, matching, and...