Head of User Acquisition

Job description

## **About Phoenix** Founded in 2019, Phoenix is building the most trusted telehealth platform in Canada, making specialist healthcare accessible to every Canadian, wherever they are. Our platform breaks down barriers to care, empowering patients to take control of their health with personalized treatment options and the guidance of licensed providers. If you thrive where big ideas turn into real impact, you'll fit right in here. We're a team of creative problem-solvers who move deliberately and collaborate in person, because we think the best work happens that way. At Phoenix, you'll find autonomy over your work, people who care about each other's success, and a mission that's making healthcare better for Canadians. ## **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. # **Why Work at Phoenix?** - **A Rewarding Mission:** Through our asynchronous care model, Phoenix is reimagining patient-centric care for Canadians across the country by making diagnoses and treatment delivery faster, more accessible, and completely discreet. - **Impact & Autonomy:** You’ll work directly with passionate, experienced leaders who’ve seen the ups and downs of building a business and genuinely care about your growth. You won’t just execute — you’ll help shape the future of Phoenix and Raven. - **Collaborative On-Site Culture:** Our Operations, Product, Engineering, and Marketing teams work together on-site from our downtown Toronto HQ. We thrive on quick feedback loops, spontaneous brainstorms, and actually knowing the people we work with. Bonus points if you're into the occasional foosball tournament or have strong opinions about the best lunch spot nearby. - **Clinical Excellence:** All Phoenix & Raven telehealth clinicians work remotely, providing the highest quality care for even the most sensitive of health topics. Medications are delivered directly (and discreetly) to patients via our pharmacy warehouses, where our diligent Pharmacy team packages each treatment with care. - **Competitive Pay, Real Benefits:** Our compensation bands are backed by real market data, so offers are competitive and fair. Our benefits package includes standard healthcare coverage, a remote-first holiday season, and holistic wellbeing support for when life just happens. *Phoenix is an Equal Opportunity Employer. In accordance with the Accessibility for Ontarians with Disabilities Act, 2005 and the Ontario Human Rights Code, Phoenix will provide accommodations to applicants with disabilities throughout the recruitment, selection, and/or assessment process. If selected to participate in the recruitment, selection, and/or assessment process, please inform Human Resources staff of the nature of any accommodation(s) that you may require.* *Phoenix uses artificial intelligence (AI) to help review applications and screen resumes during the early stages of our hiring process. These tools assist our recruitment team, and all final hiring decisions are made by real people — not by automated systems.* *Phoenix will only contact applicants using a* [*@phoenix.ca*](https://phoenix.ca) *email address or a verified LinkedIn account. We encourage applicants to be vigilant in responding to inquiries from unverified sources.*