Role Overview

The Growth Lead owns the 'what should we say, to whom, on which platform, in what sequence' for Heald's US-market acquisition. You inherit a funnel that has been built by a Senior Growth Operator, and you scale and iterate it. You set quarterly angles and the testing roadmap.

You manage two reports: the Performance Marketing Specialist (Meta + Google hands) and the CRM & Lifecycle Specialist (HubSpot + nurture). You collaborate with the Visual Designer on creative direction. You partner directly with the founder and care team on offer evolution and conversion improvement.

This is the senior in-house growth seat at Heald. It is not a director-level or VP-level title and does not require a large team to manage today but the person hired here should be capable of growing into that scope as Heald scales.

Strategy Angles Briefs Execution (via team) Weekly Read Iterate

Key Responsibilities

1. Strategy and Angle Development

- Own Heald's quarterly messaging framework: 4-6 core angles per quarter, each mapped to a customer segment (newly-diagnosed Type 2, on GLP-1 with side effects, A1C-lowering motivated, CGM-curious metabolic optimizer), pain point, proof asset, and offer.
- Maintain the competitor swipe file
- Customer research: monthly customer / prospect interviews. Document insights in shared Notion. Insights drive new angles; angles drive briefs.
- Stay current on US Type 2 diabetes, GLP-1, and CGM landscape. Read clinical updates, monitor FDA guidance, track competitor positioning shifts.

2. Funnel Architecture

- Own the full architecture: cold (Meta, Google, YouTube) mid-funnel (landing, eligibility quiz, lead magnet, consultation booking) warm (email + SMS via QUO) consultation call enrollment onboarding.
- Define each step's job and KPI. Hand off execution to Performance Specialist (top-of-funnel) and CRM Specialist (mid-to-bottom).
- Decide where to A/B test, where to ship and watch, where to commit.
- Quarterly: full-funnel review. What's working,



what's leaking, what's next.

3. Creative Brief Authorship and Final Approval

- Write the briefs the Visual Designer executes against. Brief format: hook, proof, CTA, visual reference, customer state of mind, compliance guardrails.
- Approve final ad copy and creative before they ship. No copy goes live without your sign-off on compliance and tone.
- Own and enforce Heald's banned-phrase list for diabetes / GLP-1 marketing: no 'cure,' no 'reverse guaranteed,' no 'stop medication,' no before/after weight-loss claims with implied timelines.
- Coordinate with founder on edge cases where compliance and conversion incentives pull in opposite directions.

4. Experiment Design and Weekly Read

- Run a weekly experiment cadence: hypothesis test read decide. No more than 3-5 active experiments at a time.
- Weekly read-out every Friday: top 3 wins, top 3 losses, 3 decisions for next week. Written, not slides.
- Document kill criteria for every test before it launches. Reject sunk-cost continuation.
- Monthly: experiment retrospective. What did we learn that we did not expect.
- 5. Sales and Care Team Alignment

- Weekly sync with sales / care team on lead quality, objection patterns, common questions.
- Translate sales feedback into ad angles, nurture content, FAQ updates, landing page changes.
- Listen to at least 3 consultation calls per week. Yes, even though you are not in sales. This is how you know what to market.

6. Team Management

- Manage Performance Specialist and CRM Specialist. Weekly 1:1s. Clear quarterly goals.
- Hire-up: identify when to add the next hire (Junior Analyst,



second Visual Designer, content lead) as scale grows.
- Coordinate with founder on agency relationships if external agencies are engaged.
- Coordinate with the Fractional Senior Growth Operator. Treat them as a mentor and a peer reviewer, not as a competing decision-maker.

Required Skills

- 5-8 years of D2C / consumer-internet growth marketing, with at least 2 years owning US-market campaigns end-to-end.
- Has personally driven CAC improvement on a US D2C funnel. Can show before/after numbers from named past employers.
- Health, wellness, telehealth, or chronic-care experience strongly preferred. If not health, then subscription / high-consideration D2C with consideration cycles measured in weeks.
- Direct-response copywriting fundamentals. Familiar with Eugene Schwartz, Joe Sugarman, or equivalent treats this as table stakes.
- Comfortable with HubSpot, GA4, PostHog, QUO (or comparable SMS platform), Meta Ads Manager, Google Ads. Will not run ads daily but should be able to debug, audit, and challenge what the Performance Specialist is doing.
- Solid written English with US idiom. Will be writing for or QA'ing for US consumers.
- Has managed at least 2-3 reports before. People management is part of the role, not optional.
- Awareness of Meta's 2025-2026 healthcare ad tier system and US healthcare ad compliance (LegitScript / NABP if Heald's offering requires it).

Preferred Tools

- Meta Ads Manager, Google Ads
- HubSpot Marketing Hub + Sales Hub
- PostHog (with 'Max' AI), GA4, Microsoft Clarity
- QUO for SMS, Twilio for any custom needs
- WhatsApp Business API tools (Wati, AiSensy, Gallabox, Interakt)
- Looker Studio, Google Sheets
- Atria (competitor + creative intelligence)
- Typeform, Cal.com, Heyflow (quiz funnels)
- Zapier
- Notion or Coda for documentation
- Slack
- Claude or ChatGPT for ad-angle brainstorming, brief writing, customer-interview synthesis

📌 Growth Lead (Pune)
🏢 Continuity 1
📍 Pune