Head of Growth Marketing
ProblemSharedHead of Growth Marketing
Location: Remote (with ability to travel for meetings in person London/Edinburgh as required)
Salary: Competitive
Work pattern: Full Time (UK Remote)
Reporting to: Chief Marketing & Experience Officer
About ProblemShared
ProblemShared is one of the UK's leading digital mental health and neurodevelopmental care providers. We've spent the last several years building a clinically credible, evidence-based service that has supported tens of thousands of people through partnerships with the NHS, universities, private healthcare providers, occupational health providers, employers and insurers. We deliver the full end-to-end support, not just focusing on assessment, but helping individuals and their families thrive beyond diagnosis.
We're now opening a new chapter: launching directly to consumers with private paid services. Our mission is to make high-quality mental health and neurodevelopmental care genuinely accessible, not through marketing claims, but through clinical excellence delivered at scale. We already drive substantial organic traffic through the NHS Right to Choose offer but the D2C launch is one of the most important commercial bets we'll make, and this hire will own the engine that makes it work.
Role overview
We're looking for a creative, analytical, and execution-focused senior Growth Marketer to help accelerate user acquisition, activation, retention, and brand awareness for ProblemShared. You'll own experiments across channels, build scalable growth systems, and turn insights into measurable results.
This is a new role reporting into the Chief Marketing & Experience Officer. You will be our subject-matter expert, working closely alongside the Chief Clinical Growth Officer, the Head of Customer Insights, the Chief Data Officer and the Head of Communications to bring a category-shaping D2C proposition to market, continuing to strengthen our B2B growth and supporting recruitment for our R&D initiatives.
The ideal candidate thrives in fast-moving environments, enjoys testing new ideas, and can blend data with storytelling, and is genuinely curious about how emerging technology and AI tools can sharpen the growth engine, particularly in a regulated category where trust is the conversion barrier and clinical integrity is non-negotiable.
Key responsibilities:
Growth strategy and execution
Develop and execute growth strategies to increase sign-ups, engagement, and retention
Build and manage multi-channel acquisition campaigns (SEO, paid media, partnerships, email, social, referral programmes, content)
Identify new growth opportunities through research, trends, and experimentation
Own the marketing funnel and optimise conversion at every stage
Build out a team as scale demands and/or manage agency partnerships, holding partners accountable to commercial outcomes
Performance marketing
Launch, monitor, measure impact and optimise paid campaigns across platforms such as Google, Meta, LinkedIn, TikTok, and others
Manage budgets with a clear focus on incremental return, distinguishing between customers the campaign caused and those who would have arrived organically. Core metrics include incremental CAC (iCAC), LTV:iCAC, and contribution margin per acquired customer. ROAS and CPL will be used as operational monitoring metrics within campaigns, not as primary effectiveness measures. Where feasible, channel effectiveness will be validated through holdout experiments rather than attributed conversion alone.
Create landing pages, ad copy, and conversion-focused campaign assets
Data driven experimentation – test hypotheses (e.g. email personalisation, A/B testing landing pages, sign up flows or key user journeys to determine most effective routes and tactics).
Partner with our clinical and legal teams to ensure all campaigns meet ASA, MHRA, CAP Code, and CQC standards.
Deliver actionable insights to take to the content team and agency around performance channels, content fatigue etc
Content and brand growth
Create compelling messaging that clearly communicates the value of ProblemShared
Work with the Head of Communications on design and content to produce blogs, case studies, social content, newsletters, and campaigns
Grow brand visibility and community engagement through organic channels
Build trust at scale through earned media, expert thought leadership, and SEO, recognising that in mental health, brand investment is what makes performance marketing work
Product-led growth
Collaborate with product and design/UX teams to improve onboarding, activation, and user journeys
Use behavioural data to identify friction points and growth opportunities
Support feature launches with go-to-market campaigns
Analytics and experimentation
Define KPIs and report on growth performance regularly
Run A/B tests on messaging, channels, creatives, pricing, and user flows
Use tools such as GA4, Mixpanel, HubSpot, marketing automation platforms, and CRM systems to guide decisions
Partner with the Head of Customer Insights and the company’s Data Science centre of excellence to translate qualitative and quantitative customer signal into growth experiments
Requirements:
Must-haves
8+ years in growth marketing, performance marketing, demand generation, or digital marketing
Strong understanding of acquisition funnels, retention loops, and conversion optimisation
Experience running campaigns across paid and organic channels
Comfortable working with analytics dashboards and interpreting data
Awareness and understanding of regulated marketing environments (ASA, CAP, MHRA, GMC, CQC)
Strong copywriting and communication skills
Highly proactive, organised, and results-driven
Track record of building and managing agency relationships
A self-starter, player-coach – equally comfortable defending strategy to senior leaders and getting into GA4 or landing page testing etc, until the team is built out, you will have to operate as both.
Nice-to-haves
Experience launching or scaling D2C subscription propositions, ideally in a considered-purchase or regulated category (health, fintech, insurance, education)
Experience in scale-ups or companies going through rapid transformation and change
Familiarity with product-led growth strategies
Experience with referral systems, lifecycle marketing, or community growth
Basic design skills (Figma)
Experience in mental health, neurodevelopmental care, healthtech, or femtech
What we offer you
Excellent salary
Annual Performance related bonus (Discretionary)
Company Pension Scheme
30 days annual leave + public holidays + the option to buy and sell additional leave, & extended leave options such as sabbatical leave
Private health insurance
Blue Light card / discounts
Enhanced family friendly policies
Flexible working
All company events and in-person team meet ups
Access to a range of wellbeing activities
Access to development / training opportunities to support your career ambition
One volunteering day per year
Our Recruitment Process and Next Steps
At ProblemShared, we see beyond just your CV. We're genuinely excited about who you are, your potential, and the unique qualities you bring to our team. We also recognise that life outside of work is important, which is why we prioritise being a flexible employer.
We're proud to be an equal opportunity and Disability Confident Committed employer and celebrate diversity and are ambitious in creating a recruitment process that allows everyone to shine and showcase their unique qualities. We offer tailored opportunities and adjustments to help each individual reach their full potential.
Once we review your CV a member of our recruitment team will be in touch to learn more about your experience and motivations.
The next step is to meet with our Leadership Team who will take you through our interview process to allow you to demonstrate your ability and suitability for the role. If successful we will move to an offer of employment and pre-employment checks.
We know that applying for a new role and considering a new team to join can be a daunting process. If you have never worked remotely before, this can also generate a lot of questions regarding the environment and ways of working. We aim to make your experience with us as informative and enjoyable as possible.
Please don't hesitate to apply - we would love to hear from you!
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