Director of Growth Marketing

About the role

The Director of Growth Marketing will own B2C patient acquisition for Kaia in Germany, managing the end-to-end process from initial impression to patient activation. This role involves setting the channel mix, managing budgets, and building a team to drive patient volume and CAC. You will leverage global growth playbooks while reporting to the Managing Director of Germany.

Responsibilities

• Own B2C growth targets for Germany including sign-ups, activated patients, CAC, and payback.
• Allocate the German B2C marketing budget across channels based on incrementality.
• Build and scale paid performance marketing across Meta, Google, YouTube, TikTok, and programmatic channels.
• Lead brand and TV/CTV strategy, including testimonial and brand ambassador campaigns.
• Build full-funnel measurement systems including attribution, MMM, and incrementality testing.
• Manage website and landing page conversion and CRM lifecycle journeys.
• Hire and lead an in-house team and manage external agencies.

Required skills

• B2C growth marketing
• Performance marketing
• Budget management
• Attribution
• Incrementality testing
• Experimentation design
• German
• English

Nice to have

• Digital Health
• 0-1 market launches
• Marketing to 45+ target group

Qualifications

• Experience in a regulated category such as DiGA, health, OTC pharma, insurance, or fintech

About the Company

Sword is a clinical-centric frontier AI lab and applied AI platform reimagining how healthcare is delivered at scale. The company provides a fully AI-native, 24/7 care program covering physical therapy, women’s health, cardiometabolic, and mental health.