VP of Growth
Posted on:
July 14, 2025
Job description
The Role
We’re hiring a VP of Growth to own and accelerate Heidi’s direct-to-clinician (DTC) growth. This is not an enterprise sales role, it’s about building the engine that gets Heidi into the hands of as many clinicians as possible, as efficiently as possible.
You’ll lead a high-performing team across paid acquisition, SEO, conversion, onboarding, and product-led growth. You'll architect a system that compounds, through experimentation, automation and deep customer understanding, while staying agile enough to jump on what works. We're looking for someone with a track record of scaling PLG SaaS products, strong technical fluency, and the leadership to turn growth into a company-wide mindset.
Responsibilities
What you’ll do:
Growth Strategy & Leadership
- Set and drive Heidi’s end-to-end DTC growth strategy across acquisition, activation and retention
- Own the growth funnel, with a focus on speed, experimentation and scale
- Metrics: Weekly active users, clinician acquisition, CAC:LTV, retention by cohort
Performance Marketing
- Own paid growth channels across search, social, video, and emerging platforms
- Drive continuous testing, creative development and landing page optimisation
- Metrics: CAC, ROAS, signup:active user
Product-Led Growth
- Build self-serve and product-led loops that drive trial, adoption and upgrades
- Collaborate with product and engineering on in-product experiments and growth infrastructure
- Metrics: Activation rate, trial-to-paid conversion, feature adoption
Website & Conversion
- Oversee the marketing site as a growth asset—balancing SEO, CRO, and education
- Lead the development of content and web experiences tailored to clinicians
- Metrics: Organic traffic, conversion rate, bounce rate, content-driven signups
Lifecycle Marketing
- Develop automated journeys that guide clinicians from signup to superuser
- Work with lifecycle to personalise by specialty, location and usage patterns
- Metrics: Onboarding completion, re-engagement rate, email open & click rates
Data, Experimentation & Insights
- Lead a culture of growth experimentation, measurement and iteration
- Partner with analytics to instrument funnels, surface insights, and forecast growth
- Metrics: Experiment velocity, % winning tests, data confidence score
Job requirements
What we will look for:
- Proven PLG Experience – You’ve scaled product-led SaaS products before (0-1 -> 1-10), ideally from thousands to hundreds of thousands of users. You know what great looks like and how to get there step by step.
- T-shaped Growth Expertise – You bring exceptional skills across the growth domain (e.g., paid, SEO, performance, lifecycle, websites), with strong fluency across the rest. You can go deep, but you know when to zoom out as a strategic operator.
- Stakeholder Management – You’re comfortable working closely with product and engineering, and understand what’s possible when it comes to APIs, instrumentation, data pipelines, and growth stacks.
- Bias to Action – You love shipping fast, running experiments, and learning from the data. You default to tests over assumptions, and outcomes over outputs.
- Customer Empathy – You understand clinicians. You want to learn what motivates them, what frustrates them, and how to design growth loops that feel human, not hacky.
- Team Leadership – You’ve led high-performing teams and know how to coach, set direction, and unblock. You lead from the front on the tools when required.
- Clear Communicator – You can articulate strategy crisply, write clearly, and bring the team along with clarity and conviction.
- Extreme Ownership – You're relentless about improving what works and rethinking what doesn't. You treat growth as a system, not just a funnel.
