B2C Growth Lead

Job description

What you'll do We're hiring a B2C Growth Lead to own consumer growth for PMcardio — the app, with over 35,000 monthly active users, that physicians around the world use for AI-powered ECG analysis. This is a hands-on, high-ownership role. You'll own the acquisition channels, the budget, the lifecycle communication, the web and app store presence, and the numbers that connect them. You'll set the strategy, and you'll be the one shipping it: running the experiments, writing the copy, building the campaigns, and reading the data every morning. You'll report to our Head of Product and work closely with Product, Clinical, and Design. Every campaign you run puts life-saving AI into more clinicians' hands. The opportunity. Our B2C business is growing fast: around 15,000 new clinician registrations every month, up more than 3x year over year, with 10,000+ paying subscribers and over 1.6 million ECGs analyzed to date. It's a real subscription business in its own right — and a proven route into the hospitals and health systems we sell to. Our B2C business alone is on a clear path to eight-figure ARR in 2027. You'd be inheriting a running machine rather than building one from zero: Attribution and measurement already set up — AppsFlyer for attribution, full subscription and product analytics, and direct access to our data warehouse so you can answer your own questions. A live referral program, and relationships with the largest ECG-interpretation and FOAMed blogs (26M+ annual visits) plus key opinion leaders in our priority markets. Clinical validation and medical-education assets ready to distribute. A designer who owns our brand system and produces the source material you build on. A paid budget you'll own and scale as the results justify it. Your role Own paid acquisition end-to-end. The channel mix, the creative, the budget, the iteration. You're accountable for CPI, ROAS, and volume — and for scaling spend as the numbers earn it. Own lifecycle marketing across activation and retention. You’ll design and run the push and email campaigns that take a clinician from download, to first ECG report, to paying subscriber, to renewal — deciding who gets enrolled in what, when, and what it says. You’ll work closely with Product on the in-app experiences and offers that support these campaigns. We’ve built the campaign system; you’ll own what runs on it. Live in the funnel numbers. Acquisition → registration → activation → subscription → retention, alongside CPI, ROAS, churn, ARPU and LTV. You'll know these inside out, know why they moved this week, and always have the next three experiments queued. Own the B2C web presence and app store listings. Landing pages, blog and SEO, ASO — all conversion-focused, all measured. Grow the affiliate and KOL channel. We'll introduce you to leading voices in ECG education; you'll turn those relationships into a performing revenue-share channel. Drive referrals. The program exists — your job is getting more clinicians to use it. Work closely with Product on the parts you don't own. Paywalls, pricing, and onboarding sit with Product — but you'll be in every one of those conversations, and your data and insights will shape them. Own it now, grow it later. You'll start as the single owner of B2C growth, pulling in designers, agencies, and freelancers if needed. When the business grows, building a team around you will be the natural next step. What you need Your profile Proven track record scaling a consumer subscription or mobile app business, where you personally ran the channels and drove measurable growth — healthcare experience a plus. Resourceful and experiment-driven: you find the high-leverage, slightly unconventional moves others miss, ship them fast, and kill what doesn't work without ego. Disciplined with budget: you've managed real paid spend and know where the next euro should go and why. Genuinely data-fluent: comfortable independently analyzing funnels, cohorts, and channel performance, understanding why the numbers moved, and using data to decide what to do next. Self-sufficient with assets: you’ll have a designer to support bigger creative work, but you’re comfortable adapting existing assets and putting together basic ads, email graphics, and landing page content yourself. Strong communicator: able to turn complex clinical topics into clear, engaging messages for a clinically sophisticated audience that will spot anything sloppy or over-claimed. Highly adaptable and resilient: thrives in ambiguity, makes quick informed decisions, and pushes forward in fast-changing environments. Mission-driven: genuinely interested in healthcare and AI, and motivated to own a domain outright.