Head of Marketing - DTC Growth

About Hē Labs

Hē Labs specializes in performance supplements for men, including products aimed at enhancing sleep, brain function, and overall performance, marketed under brands like SLEEP, BRAIN, PERFORM, and UNWIND. The company has a strong customer base of over 60,000 across Europe with high repeat purchase rates and is currently expanding into the U.S. marketplace via Amazon, direct-to-consumer (DTC) subscription models, and paid media campaigns.

Role Overview

This key marketing leadership role is critical to the company’s growth strategy. As the Head of Marketing, you will be responsible for formulating and executing the growth strategy, managing the marketing budget, and leading both in-house and external teams. You will report directly to the CEO and oversee a current internal team along with external agency partners, with the objective of transitioning all marketing functions to fully in-house over time.

Responsibilities

• Owning and directing full-funnel growth strategies across Amazon, DTC subscription, and paid advertising channels.
• Managing marketing budgets, channel allocations, and driving performance measured by CAC, MER, and contribution margin.
• Leading forecasting, target setting, and regular reporting of marketing progress to the CEO.
• Developing pricing, offers, and subscription economics collaboratively with leadership.
• Applying the StoryBrand framework to shape brand narratives, positioning, and messaging consistency across all platforms and products.
• Managing and growing a marketing team that currently includes a Lifecycle & Funnel Marketing Specialist and Senior Graphic Designer.
• Supervising external partners in paid media, social content and UGC, and web CRO to ensure strategic alignment and quality delivery.
• Crafting and executing a business case and road map to gradually transition paid media, creative, and social content production from external agencies to an internal marketing department.
• Handling channel performance oversight and diagnostics without day-to-day involvement in ad platforms.
• Driving Amazon growth strategies including listings, enhanced content, and advertising while balancing marketplace and DTC synergy.
• Expanding lifecycle marketing, creator, affiliate, and influencer initiatives.
• Implementing new channel tests and scaling expansion plans for market reach.

Key Targets for First 90 Days

• Within 30 days: Conduct a comprehensive audit of all marketing channels, financial metrics, messaging, and agency outputs to identify growth opportunities.
• Within 60 days: Establish and document the StoryBrand messaging framework, standardize it across all channels, and launch refined paid media and creative tests.
• Within 90 days: Set up an operational rhythm, finalize a 12-month growth plan with clear ownership of targets, and develop a detailed and budgeted plan to bring key media and social functions in-house.

Required Qualifications and Experience

• Minimum of 7 years in direct-to-consumer marketing, with significant experience in supplements, nutrition, or men’s health and performance sector.
• Proven track record with P&L responsibility, managing budgets, CAC, LTV metrics, and quantifiable growth results.
• Expertise in the StoryBrand marketing framework, with demonstrated application in brand development.
• Experience managing and improving external marketing agencies.
• Experience building internal marketing capabilities, particularly transitioning agency functions to in-house operations.
• Strong knowledge of subscription business models including retention, churn, cohort analysis, and LTV modeling.
• Familiarity with Amazon marketplace alongside DTC strategies.
• Effective leadership experience managing marketing professionals.
• Excellent creative judgment and ability to both direct and critique marketing creative.
• Understanding of compliance and claims requirements in the supplement market.

Preferred Additional Skills

• Familiarity with marketing and sales tools such as Klaviyo, GoHighLevel, Shopify, and Triple Whale.
• Experience launching established international brands in the U.S.
• Background in podcasting, content creation, or founder-driven brand building.

Metrics of Success

• Achievement of revenue growth and contribution margin targets.
• Optimizing blended CAC, MER, and LTV:CAC ratios.
• Maintaining strong subscription retention and revenue from cohorts.
• Improvement in Amazon rank, sales velocity, and revenue share.
• Consistency in messaging and creative quality across all outlets and partners.
• High performance of internal teams and agency deliverables.
• Successful execution of the in-housing strategy and roadmap.

Why This Position?

This position offers the chance to lead the marketing function for a reputable product line backed by an existing customer base and expansion budget. Reporting directly to the CEO, the role provides autonomy to build an effective marketing department from the ground up, with a strong mandate to internalize all major channels and creative efforts. It is an opportunity for an experienced marketer ready to assume full ownership of strategy and execution in the men's supplement category.

Compensation: Commensurate with experience and includes performance incentive bonuses.