HEAD OF MARKETING - DTC GROWTH

Hē Labs | Full-time | New York preferred, East Coast time zone required | Reports to CEO

Hē Labs makes performance supplements for men — SLEEP, BRAIN, PERFORM, and UNWIND — built on the premise that sleep is the foundation everything else is built on. With 60,000+ customers across Europe and strong repeat purchase behavior, we are now expanding a proven product line into the U.S. across Amazon, DTC subscription, and paid media.

We are a marketing company that happens to sell four exceptional products. The formulations work and the repeat rate proves it. What determines the size of this business is how well we tell the story.

THE ROLE
This is the centerpiece marketing seat. You own the growth strategy, the message, the budget, and the team that executes all three.

You will lead an in-house team consisting of a Lifecycle & Funnel Marketing Specialist and a Senior Graphic Designer, and you will direct our external partners across paid media, social and UGC, and web and CRO. Agency management here means setting strategy and holding a standard, not routing approvals.

Those agency relationships are transitional by design. Our intent is to build a fully in-house marketing function; paid media, creative, and social all run internally, and you will own the plan to get there. That means the business case, the org design, the hiring sequence, and the phased migration of each capability, executed without disrupting performance.

We market through the StoryBrand framework. The customer is the hero, Hē is the guide, and every asset gives them a clear plan and a clear call to action. You should be fluent enough in that methodology to build an entire messaging architecture on it and hold every channel, every agency, and every asset to it.

This is not an e-commerce operations role. We are looking for a marketer who understands direct-to-consumer supplements, particularly in the men's category, and who can build demand rather than manage a storefront.

WHAT YOU'LL OWN
Strategy and P&L

Full-funnel growth strategy across Amazon, DTC subscription, and paid media

Marketing budget allocation and channel mix, accountable to blended CAC, MER, and contribution margin

Forecasting, target setting, and weekly and monthly reporting to the CEO

Pricing, offer, and subscription economics in partnership with leadership

Message and brand

The StoryBrand messaging architecture: brand narrative, positioning, and the messaging hierarchy for each SKU

Consistency of that narrative across paid media, lifecycle, site, Amazon, social, packaging, and PR

Category positioning in men's performance and sleep, and the claims discipline a supplement brand requires

Team and partners

Direct management and development of the Lifecycle & Funnel Marketing Specialist and Senior Graphic Designer

Strategic direction of our paid media partner across Meta and Google: creative strategy, testing roadmap, budget, and performance accountability

Direction of our social and UGC partner, including content strategy and quality standards

Direction of the web and CRO partner on site strategy and conversion roadmap

Building the in-house function

The roadmap and business case for transitioning paid media, creative production, and social content from agency to in-house

Org design and hiring plan: which roles, in what sequence, at what cost relative to current agency spend

Systems, processes, and tooling required to run media buying and content production internally

Phased migration of each channel with performance protected through the handover

Knowledge transfer and documentation from outgoing partners

Channels

Paid media strategy and performance oversight — you do not need to be in Ads Manager daily, but you must be able to diagnose what is wrong when the numbers move

Amazon growth: listings, A+ content, advertising, and the relationship between marketplace and DTC

Lifecycle and retention strategy, executed by the Lifecycle Specialist

Creator, affiliate, and influencer programs

New channel testing and expansion

FIRST 90 DAYS
30 - Full diagnostic of channel performance, unit economics, agency output, and message consistency. A clear point of view on where growth is being left on the table.

60 - StoryBrand messaging architecture documented and adopted across every channel and partner. Revised paid media and creative testing roadmap in market.

90 - An operating rhythm in place, a 12-month growth plan with targets you own, and a costed roadmap for bringing paid media and social in-house.

WHAT YOU BRING
Required

7+ years in direct-to-consumer marketing, with meaningful time in supplements, nutrition, or men's health and performance

Demonstrated ownership of a growth P&L: budget authority, CAC and LTV accountability, and results you can quantify

Deep working knowledge of the StoryBrand methodology and evidence of applying it to a real brand

Experience managing external paid media and creative agencies and materially improving their output

Experience building an in-house marketing function, ideally including transitioning media buying or content production from agency to internal, with a view on when in-housing creates leverage and when it does not

Subscription business fluency: retention, churn, cohort behavior, and LTV modeling

Amazon marketplace experience alongside DTC

Experience managing and developing in-house marketing talent

Strong creative judgment, you can brief creative, critique it precisely, and recognize what will perform

Comfort with the claims and compliance environment of the supplement category

Preferred

Klaviyo, GoHighLevel, Shopify, Triple Whale

Experience launching an established international brand into the U.S. market

Podcast, content, or founder-led brand-building experience

HOW WE MEASURE SUCCESS

Revenue growth and contribution margin

Blended CAC, MER, and LTV:CAC ratio

Subscription retention and cohort revenue

Amazon rank, velocity, and share of total revenue

Creative and message consistency across all channels and partners

Team performance and agency output quality

Progress against the in-housing roadmap

WHY THIS ROLE
A proven product, a real customer base, and a U.S. market entry with budget behind it, reporting directly to the CEO with the authority to build the marketing function the way it should be built. You are not inheriting a department. You are building one, and the mandate to bring every channel in-house is explicit from day one. If you have spent your career executing someone else's strategy in this category, this is the seat where it becomes yours.

Compensation: Based on experience + performance bonus

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