Head of Performance Marketing

About Releaf

Releaf is the UK's premier medical cannabis clinic. Employing over 170 staff, it connects patients with expert clinicians, streamlines access to prescriptions, and supports thousands across the UK. The company aims to revolutionize healthcare by making specialist medical services more accessible, compassionate, and effective. Proud to be the first UK medical cannabis clinic certified as a B Corp, Releaf upholds high standards of care and culture.

Role Overview

We are seeking a Head of Performance Marketing to lead and manage the paid acquisition channels and affiliate marketing to drive patient growth within a complex, regulated environment. Reporting directly to the Marketing Director, you will take ownership of paid search, paid social, and affiliate strategies, managing spend and a skilled team.

Key Responsibilities

• Develop and execute end-to-end paid search and social media marketing strategies focused on lowering cost-per-acquisition and growing patient numbers and revenue.
• Optimize budget allocation to improve channel mix and performance continuously.
• Incorporate patient lifetime value into bidding strategies and audience targeting.
• Oversee creative testing across the marketing funnel, collaborating with the Paid Media Designer to refine ad content.
• Maintain robust tracking and attribution standards across all paid channels to ensure data accuracy.
• Lead the affiliate marketing program by enhancing existing partnerships, exploring scalable opportunities, and coordinating internally with Finance, Content, and other stakeholders.
• Design and manage a structured testing and experimentation framework with defined hypotheses and measurable outcomes.
• Provide regular, insightful reports on channel performance and patient acquisition metrics, explaining underlying causes and recommending changes.
• Stay well-informed on applicable regulatory requirements, ensuring safe scaling of marketing activities.
• Collaborate closely with cross-functional teams including Growth, Acquisition, Brand, and Content to align strategies and messaging across channels.
• Build and maintain strong relationships with agencies, platforms, and third-party partners.
• Stay current on platform innovations, analytics tools, and AI advancements to keep the team at the forefront.

Required Qualifications and Experience

• 5 to 7 years of hands-on experience in performance marketing, particularly in paid search and paid social channels.
• Proven ability to manage significant budgets with a strong emphasis on cost efficiency and measurable acquisition outcomes.
• Deep understanding of customer lifetime value integration into advertisement strategies.
• Ability to combine paid channel data with website funnel analytics to make swift, impactful decisions.
• Proficient in attribution modeling, tracking configurations, and multi-touch measurement techniques.
• Experience in building and running structured experimentation programs.
• Familiarity with managing and scaling affiliate marketing channels successfully.
• Essential experience working within regulated industries, comprehending compliance constraints and adopting creative yet compliant approaches.
• Active engagement with the paid media landscape and practitioner communities to keep updated on platform trends.
• Strong analytical skills with the ability to translate data insights to non-technical stakeholders.
• Proven leadership experience in managing and developing small teams.
• Commercially driven mindset focused on results rather than activity.
• Exceptional attention to detail in data management, reporting, and campaign execution.

Company Culture and Benefits

At Releaf, we foster a supportive and respectful team environment, encouraging proactive career growth and skill development. This role is ideal for someone willing to take initiative and ownership. Benefits include flexible work arrangements, tailored training and development opportunities, private health insurance, Employee Assistance Programmes, employee perks, and access to Releaf patient benefits.

Application Process and Diversity Commitment

Our hiring process begins with an informal remote discussion, followed by a task and concluding with an in-person interview. We strive to maintain an inclusive and diverse workforce and are open to providing reasonable accommodations throughout the recruitment stages. We welcome applicants from all backgrounds and are happy to discuss support needs during the interview procedure.