Evaro

Chief Marketing Officer

• Own B2C acquisition strategy across all paid and organic channels
• 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
• 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
• Ensure brand direction, values, and tone of voice are upheld across all patient-facing communications
• Oversee creative production for campaigns, website, and marketing assets
• Manage PR activity and external communications
• Provide marketing support to the B2B/partnerships team as needed
• Create partner-facing collateral, co-branded campaigns, and sales materials for partners
• Lead, develop, and performance-manage the marketing team during the maternity leave period
• Set priorities, allocate resources, and ensure the team delivers against goals

Head of Marketing – Maternity Cover

Procurement

• Own category performance: revenue, patient volume, conversion (landing → consultation, consultation → prescription), repeat/return rates, and margin at CM1, CM2, and CM3
• Conduct hands-on analysis using self-serve BI tools; identify what's working, what's not, and why
• Ensure analytics infrastructure exists to understand category performance end-to-end; partner with Data team to build what's missing
• Monitor performance against targets; surface underperformance early with diagnosis and proposed actions
• Have a living plan of prioritised actions and experiments to improve category performance
• Be the internal expert on the market and competitive landscape for assigned categories: patient segments, competitor propositions, pricing strategies, market trends, regulatory shifts
• Maintain up-to-date competitor tracking; know what they're launching, where they're winning, and what's driving it
• Translate market insights into actionable recommendations for Marketing, Clinical, Product, and Commercial leadership
• Define what the patient experience must deliver to win in each category: journey flow, content, clinical pathways, messaging, and UX
• Obtain customer insights to understand patients needs, desires and current experience with Evaro as relates to the relevant categories
• Write or source copy for category pages and communications; care deeply about clarity and conversion
• Direct Clinical Specialists on category-specific clinical content; ensure clinical accuracy and patient comprehension
• Continuously identify, prioritise, and test improvements to conversion and retention across the funnel
• Validate that changes deliver intended impact; iterate based on results
• Identify and implement trading actions, partnering with marketing: promotions, seasonal plays, AOV initiatives, category campaigns, PPC tests
• Recommend pricing changes to CCO with clear rationale and expected impact
• Build business cases for category investment (e.g., major innovations to the category); quantify opportunity and required resources; where appropriate project manage the creation and launch of such innovations
• Track campaign-specific metrics (e.g., AOV uplift from test kit attach) and feed learnings back
• Influence PxE roadmap by clearly articulating category needs and patient outcomes; understand that Product owns the platform and prioritisation decisions
• Escalate conflicts between category needs and PxE capacity to CCO when necessary
• Work with Operations on capacity and fulfilment constraints affecting category performance, and opportunities to improve economics and outcomes
• Collaborate with Clinical team on evidence base and compliance for category propositions
• Share insights across Category Managers to build collective knowledge