Responsibilities

• Marketing Revenue Contribution (MRC): deliver £6.74m of paid-acquired patient revenue across the 18-month plan, on a £900k media budget (£181k in H2 2026, £719k in 2027). The primary commercial commitment to the board.
• Cost per acquired patient (CPA): bring the group blended effective CPA from £56 today to £30 by December 2026, and £15 by Q4 2027, through the four-lever programme (Quality Score recovery, conversion-to-patient lift via HubSpot lifecycle, value-based bidding, channel mix).
• Return on Ad Spend (ROAS): build the end-to-end attribution to make ROAS measurable through 2026, then deliver a minimum 7x. The committed plan delivers a blended 7.5x on paid spend across the 18-month period, reaching 8.0x in 2027.
• Paid search impression share: significant growth across all of our clinics.
• The full performance marketing function as it grows.
• Run a full audit of the existing Google Ads, Meta and any other paid accounts in your first six weeks. Stop the bleed first, build later.
• Take over the relationships with the incumbent agencies across all clinic brands.
• Build the account structure, negative keywording, audience strategy, geo and device adjustments, landing page strategy, and value-based bidding once HubSpot data is flowing.
• Run paid media across Google Ads, Meta and any other channels the strategy demands, scaling spend with the estate as each new clinic comes online.
• Use AI tools to accelerate keyword research, ad copy variants, audience hypothesis generation and account audit work, then apply your own judgement to what's actually worth shipping.

Requirements

• Four-plus years running paid media accounts at scale, including direct hands-on Google Ads and Meta experience. This is a hands-on role, not pure strategy.
• Demonstrable track record of step-changing efficiency. Specifics matter: bring the CPA reduction, the ROAS uplift, the budget you own.
• Strong analytical capability across GA4, attribution thinking, comfort building a baseline and reporting against it.
• Experience managing six-figure-plus monthly media budgets, ideally across multiple brands or locations.
• Confidence operating in a fast-moving, commercially-led business where the Marketing Director will ask for a number, not a deck.

Preferred

• Multi-location, multi-brand or franchise-model marketing experience.
• Healthcare, wellness or any regulated consumer category.
• Hands-on experience with HubSpot Marketing Hub and value-based bidding feeds.
• Google Ads and Meta Blueprint certifications.