Growth Marketing Lead / CMO

We are an international healthtech company building the future of mental and behavioral healthcare.
We are developing a digital platform that helps people access high-quality psychological and psychiatric support, while enabling organizations to take a more systematic approach to employee mental health.
Product brings users, mental health professionals, and organizations together in one ecosystem. Our ambition is to make mental healthcare more accessible, understandable, and personalized — while taking into account cultural context, local market requirements, clinical standards, data protection, and regulation.
We are building for international growth and exploring expansion into multiple markets.
Now, we are looking for someone who can turn this potential into a repeatable, measurable growth engine.
About the role
We are looking for a Growth Marketing Lead / CMO — an entrepreneurial, hands-on marketer who will take ownership of building and scaling Humanist's marketing function.
This is not a traditional brand marketing role, and it is not a position focused primarily on managing agencies.
We are looking for someone who can identify growth opportunities, formulate hypotheses, launch experiments, analyze the results, and scale what works.
You will work directly with the founder and closely with product, clinical, and commercial teams. You will have significant influence over our positioning, go-to-market strategy, market expansion, acquisition channels, and marketing organization.
The role can grow into a Chief Marketing Officer position, with responsibility for building and leading product’s international marketing function.
What you will do
Build the growth strategy
Develop product's growth and go-to-market strategy for international expansion.
Identify and prioritize target markets and customer segments.
Evaluate opportunities across B2C, B2B, B2B2C, employer-sponsored healthcare, insurance, clinical networks, and strategic partnerships.
Define clear growth objectives, KPIs, budgets, and measurement frameworks.
Develop market-entry strategies for new countries and regions.
Own positioning and messaging
Develop clear positioning for product across different audiences and markets.
Translate the product's value proposition into compelling messaging for users, professionals, employers, and partners.
Adapt positioning and communication to local cultural, regulatory, and market realities.
Build trust and credibility around the Humanist brand in a highly sensitive category.
Build the acquisition engine
Identify, test, and scale growth channels including:
Performance marketing
SEO and content
PR and thought leadership
Partnerships
Community
Referral programs
CRM and lifecycle marketing
B2B and account-based marketing
Professional and clinical communities
Other emerging acquisition channels
You will not be expected to simply manage existing channels. You will be expected to discover new ones.
Build a culture of experimentation
Develop a structured growth experimentation process.
Generate and prioritize marketing hypotheses.
Launch experiments quickly and measure their impact.
Define success criteria before running experiments.
Double down on what works and stop what doesn't.
Continuously challenge existing assumptions and strategies when the data suggests a different direction.
Build the analytics and funnel
Establish end-to-end marketing analytics.
Build a clear view of the funnel from first touch to registration, activation, conversion, payment, retention, and repeat usage.
Develop dashboards and reporting for key growth metrics.
Own and improve metrics such as CAC, LTV, conversion rate, activation, retention, ROMI, and payback period.
Work with product and commercial teams to understand the relationship between acquisition, product experience, retention, and revenue.
Work within a regulated environment
Mental healthcare is a sensitive and highly regulated category.
You will develop marketing strategies that balance growth with:
healthcare and advertising regulations;
privacy and personal data requirements;
clinical responsibility;
platform and market-specific restrictions;
cultural sensitivities;
the need to build genuine user trust.
Growth cannot come at the expense of clinical credibility or user trust.
Build the marketing organization
Establish marketing processes and operating principles.
Manage agencies, freelancers, and external partners where appropriate.
Build an international marketing team over time.
Define roles, responsibilities, KPIs, and ways of working.
Establish a scalable marketing infrastructure rather than relying on ad-hoc execution.
What we are looking for
We are looking for a marketer who combines strategic thinking, analytical rigor, and hands-on execution.
Experience
5+ years of experience in growth marketing, product marketing, digital marketing, or business growth.
Demonstrated experience delivering measurable growth on international markets.
Experience launching and scaling products across multiple countries or regions.
Experience in regulated industries or markets, such as healthtech, healthcare, pharmaceuticals, fintech, insurance, legaltech, or other highly regulated sectors.
Experience with healthtech, digital health, mental health, healthcare, or consumer health products is highly desirable.
Experience working in an early-stage or high-growth environment where the marketing infrastructure is still being built.
Experience managing agencies, cross-functional projects, external partners, or marketing teams.
Growth mindset
Strong understanding of growth and unit economics.
Comfortable working with metrics such as CAC, LTV, ROMI, conversion rate, activation, retention, and payback period.
Experience building and optimizing acquisition funnels.
Strong understanding of analytics, attribution, CRM, and marketing KPIs.
A structured approach to experimentation and hypothesis testing.
Ability to independently formulate a hypothesis, define success criteria, launch an experiment, analyze the results, and make a decision based on the data.
Willingness to abandon an initial strategy when evidence shows that another approach is more effective.
Entrepreneurial mindset
You are comfortable operating with incomplete information.
You don't need a fully formed strategy, large team, or established processes to get started.
You can move between:
strategy → hypothesis → execution → data → decision
without losing momentum.
You are comfortable getting your hands dirty when necessary — whether that means reviewing campaign performance, rewriting messaging, analyzing a funnel, setting up an experiment, or talking directly to customers.
Communication
Strong communication and presentation skills.
Ability to work directly with founders and senior stakeholders.
Ability to translate complex data and strategy into clear decisions.
Fluent English and confidence working with international teams, partners, and markets.
Great to have
Experience marketing mental health or other sensitive healthcare products.
Experience with digital health, healthcare, behavioral health, or consumer health.
Understanding of marketing products involving health information, personal data, and high levels of user trust.
Experience working with clinical, medical, or professional communities.
Understanding of B2C, B2B2C, and employer-sponsored healthcare models.
Experience working with employers, insurers, clinics, healthcare providers, or professional networks.
Experience localizing products and marketing strategies across different cultures and regulatory environments.
Proven experience entering a new market from scratch.
Experience building communities and partnership-led growth channels.
Experience in an early-stage startup where there was no established marketing infrastructure or proven growth model.
What we offer
Full-time position.
Direct collaboration with the founder.
Significant autonomy and ownership.
The opportunity to shape Humanist's international growth strategy from an early stage.
The opportunity to grow into a Chief Marketing Officer role and lead the company's international marketing function.
A fixed salary + performance-based bonus tied to agreed KPIs.
Compensation and working model discussed individually.
The opportunity to work on an international healthtech product in a category with significant social impact.

Work arrangement
No