Head of User Acquisition

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.