Chief Marketing Officer - new startup (healthcare)

Location: Remote / Poland / EU
Stage: Early-stage / company building
Product: Online clinic for cardio-metabolic health
About us We are building a new online health clinic focused on cardio-metabolic health, one of the most important and underserved areas in modern medicine. We treat patients with diabetes, obesity, hypertension, cardiovascular disease, insulin resistance and related conditions, covering prevention, diagnostics, lifestyle change, long-term care and patient engagement.
Our approach is holistic: one source of knowledge about each patient's health, with doctors of different specializations treating the patient in a coordinated way.
We are starting from zero and looking for a CMO to design and drive our growth engine from day one. This is not a role for someone who only manages agencies or coordinates campaigns. We are looking for a builder, growth leader and hands-on marketer who knows how to turn insights, data, medical credibility and strong positioning into measurable traction.
You will join at an early stage and help shape how the company enters the market, builds trust, educates patients, and grows across digital channels. The ideal person combines strategic thinking with hands-on execution, understands performance marketing and brand building, and is ready to operate in a highly regulated, high-impact healthcare environment.
What you’ll do As CMO, you'll shape the company's vision, growth engine, and market presence from day one. You'll combine strategic leadership with hands-on execution, turning data, creativity and experimentation into measurable business results.
Your responsibilities will include:
Co-creating the company, product and go-to-market strategy together with the founding team and medical leadership
Defining the brand positioning, communication strategy and market narrative for an online, coordinated, multi-specialty cardio-metabolic clinic
Designing and executing a full-funnel marketing strategy covering awareness, acquisition, conversion (first consultation), retention and patient engagement
Building and optimizing acquisition funnels across Google, Meta, e-mail, remarketing and other relevant digital channels
Developing marketing automation processes that support patient education, onboarding, activation, reactivation and long-term engagement
Creating a data-driven growth model based on key metrics such as CAC, LTV, ROI, conversion rate, retention, churn and activation
Building a multi-channel content and communication ecosystem across video, social media, expert content, blog, e-mail, paid ads and landing pages
Translating complex cardio-metabolic topics into clear, trustworthy and engaging communication for patients and business partners
Developing educational campaigns around prevention, diagnostics, lifestyle change, obesity, diabetes, hypertension, insulin resistance, cardiovascular risk and metabolic health
Building credibility through expert-led content, medical authorities, partnerships and PR activities
Designing and testing messaging, landing pages, funnels and campaigns through structured experimentation and A/B testing
Working closely with medical, product, sales and operations teams to align marketing with the patient experience and patient needs
Recruiting and leading a high-performing marketing team across performance, content, creative, analytics and partnerships
Managing external partners, agencies, creators, experts and media relationships when needed
Ensuring that all marketing activities comply with healthcare advertising, data protection and medical communication standards in Poland and the EU.
What we’re looking for At least 8+ years in marketing, including 3+ years in a senior leadership role (Head of Marketing, VP, CMO or equivalent) with a track record of building and scaling growth in a startup
Experience owning a marketing budget and being accountable for revenue-linked targets
Strong full-funnel and performance marketing background, with the credibility to run channels hands-on when needed
Ability to build brand and positioning for complex, expert-driven or trust-based products
Data-driven decision-making: comfort with CAC, LTV, ROI, retention and churn, and with analytics and attribution tooling (GA4, GTM, Looker Studio, BigQuery or similar)
Experience with CRM, marketing automation and lifecycle communication
Experience recruiting, leading and developing a marketing team and managing agencies
Ability to work with founders, investors and senior stakeholders, and to represent the company externally
Comfort building from zero in a high-ambiguity, regulated environment
Strong content and messaging skills - you know how to turn complex topics into simple, credible and compelling communication
Readiness to build from scratch, operate with high ownership and combine strategy with hands-on execution
Ability to work in a fast-paced, early-stage …

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