Head of User Acquisition

ABOUT THE ROLE

We're looking for a strategic, data-driven Head of User Acquisition to own how Phoenix acquires customers across paid and organic channels. Paid media will be the core of this role - you'll set strategy, assist in the execution, own the budget, and build the team driving performance across Google Ads, Meta, TikTok, Reddit, etc. You’ll also oversee SEO/AEO, affiliates, and partnerships as complementary acquisition levers. This is a senior, cross-channel role: you're accountable for the full acquisition mix, not just one channel in isolation.

You'll set acquisition strategy end-to-end: channel investment priorities, team structure, and the frameworks that connect paid, organic, and partnership-driven growth into one coherent acquisition engine. This is an opportunity to build a function from the ground up in a fast-moving, data-informed environment.

WHAT YOU'LL DO TO SUPPORT THE COMPANY MISSION:

Paid Media

- 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.

Organic & AEO/SEO

- 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.

Partnerships

- 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.

Cross-Channel Leadership

- 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.

WHAT YOU BRING:

- 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.