Head of User Acquisition

Own paid media strategy across performance channels such as Google Ads, Meta, TikTok, and Snapchat, setting channel mix and investment priorities.

Own the customer acquisition funnel end-to-end for paid, setting targets for CAC, ROAS, and LTV:CAC.

Own budget planning and pacing across all paid channels, making tradeoff decisions to maximize efficient growth.

Set audience strategy, segmentation, and experimentation roadmap for paid campaigns.

Build and scale retargeting and remarketing strategy across paid channels.

Own SEO and Answer Engine Optimization (AEO) strategy, ensuring Phoenix and Raven are discoverable across both traditional search and generative/AI-driven search surfaces.

Set organic content and technical SEO priorities in partnership with content, brand, and product teams.

Identify, develop, and manage strategic partnerships that drive acquisition (affiliate, co-marketing, referral, and channel partnerships).

Own partnership performance measurement, integrating partnership-driven acquisition into overall channel reporting.

Build and lead the user acquisition team, hiring, mentoring, and developing specialists across paid, organic, and partnerships as the function scales.

Set the analytics and reporting framework across all acquisition channels, translating data into strategic recommendations for executive leadership.

Partner with creative, product, and brand leadership to align acquisition strategy with broader company positioning and growth goals.

Represent user acquisition in company-wide planning, budgeting, and strategy discussions.

Stay ahead of platform shifts, search/AI discovery trends, privacy changes, and emerging channels, translating them into strategic recommendations for the business.

7–10+ years of experience in performance or growth marketing, with deep, hands-on expertise in paid media (Google Ads, Meta Ads, and others) — this is non-negotiable given the weight of the role.

Working knowledge of SEO fundamentals and familiarity with AEO/GEO (Answer Engine Optimization / Generative Engine Optimization) as an emerging discipline.

Experience developing or managing partnership-driven acquisition channels is a plus.

Proven track record scaling paid acquisition with measurable impact on CAC, ROAS, and revenue growth.

Strong strategic and analytical mindset — comfortable moving between high-level strategy and campaign-level detail.

Experience managing budgets and making cross-channel investment tradeoffs at scale.

Track record of cross-functional leadership, influencing creative, product, and executive stakeholders.

Experience building and mentoring a team, with a coaching mindset toward developing junior marketers.

Comfortable operating with ambiguity and building processes in a fast-paced, high-growth environment.

You are passionate about improving the Canadian healthcare experience and have a personal connection to the space.

You are highly data-driven. You understand the numbers inside and out, can build models and perform analyses that inform strategy.