Head of User Acquisition

About the role

Phoenix is building the most trusted telehealth platform in Canada, making specialist healthcare accessible to every Canadian, wherever they are, and the Head of User Acquisition will be central to that mission by owning how the company acquires customers across paid and organic channels. You will set strategy and assist in execution for paid media, own the budget, and build the team driving performance across Google Ads, Meta, TikTok, Reddit, and beyond, while also overseeing SEO, AEO, affiliates, and partnerships as complementary acquisition levers. This is a senior, cross-channel role where you are accountable for the full acquisition mix, not just one channel in isolation, and you will define channel investment priorities, team structure, and the frameworks that connect all growth levers into one coherent engine. You will build a function from the ground up in a fast-moving, data-informed environment, with autonomy to make decisions, people who care about your success, and a mission that is making healthcare better for Canadians.

• Own paid media strategy across performance channels such as Google Ads, Meta, TikTok, and Snapchat, setting channel mix and investment priorities to align with acquisition goals.
• Own the customer acquisition funnel end-to-end for paid channels, setting targets for CAC, ROAS, and LTV:CAC while ensuring budgets are planned and paced efficiently.
• Own budget planning and pacing across all paid channels, making data-driven tradeoff decisions to maximize efficient growth and channel performance.
• Set audience strategy, segmentation, and experimentation roadmap for paid campaigns to improve targeting, creative relevance, and conversion rates over time.
• Build and scale retargeting and remarketing strategy across paid channels, optimizing funnel performance and reducing wasted ad spend.
• Own SEO and Answer Engine Optimization (AEO) strategy, ensuring Phoenix and Raven are discoverable across both traditional search and generative/AI-driven search surfaces as part of the acquisition mix.
• Set organic content and technical SEO priorities in partnership with content, brand, and product teams to align acquisition efforts with company positioning and user intent.
• Identify, develop, and manage strategic partnerships that drive acquisition, including affiliate, co-marketing, referral, and channel partnerships that expand reach.
• Own partnership performance measurement, integrating partnership-driven acquisition into overall channel reporting to evaluate contribution to growth and efficiency.
• Build and lead the user acquisition team, hiring, mentoring, and developing specialists across paid, organic, and partnerships as the function scales to meet business demands.
• Set the analytics and reporting framework across all acquisition channels, translating data into strategic recommendations for executive leadership and cross-functional stakeholders.
• Partner with creative, product, and brand leadership to align acquisition strategy with broader company positioning, messaging, and growth goals.
• Represent user acquisition in company-wide planning, budgeting, and strategy discussions to ensure cohesive prioritization and resource allocation.
• Stay ahead of platform shifts, search and AI discovery trends, privacy changes, and emerging channels, translating these insights into strategic recommendations that reduce risk and capture opportunity.
• Drive continuous improvement across the acquisition funnel by testing hypotheses, analyzing performance, and iterating on channels, audiences, and creative based on statistical insights.
• 7-10+ years of experience in performance or growth marketing, with deep, hands-on expertise in paid media across Google Ads, Meta Ads, and other major performance channels, as this is non-negotiable given the weight of the role and the scale of budget and impact.
• Working knowledge of SEO fundamentals and familiarity with AEO/GEO (Answer Engine Optimization / Generative Engine Optimization) as an emerging discipline, given the increasing role of AI-driven discovery in how patients find telehealth services.
• Experience developing or managing partnership-driven acquisition channels, including affiliate, co-marketing, and referral programs, to diversify the mix and reduce reliance on paid media alone.
• Proven track record of scaling paid acquisition with measurable impact on CAC, ROAS, and revenue growth, demonstrating the ability to optimize at scale across multiple markets and competitive conditions.
• Strong strategic and analytical mindset, comfortable moving between high-level strategy and campaign-level detail, with the ability to build financial models, interpret complex datasets, and translate insights into action.
• Experience managing budgets and making cross-channel investment tradeoffs at scale, balancing efficiency, reach, and risk across paid, organic, and partnership channels.
• Track record of cross-functional leadership, influencing creative, product, and executive stakeholders to align on priorities, resolve dependencies, and drive execution.
• Experience building and mentoring a team, with a coaching mindset toward developing junior marketers, setting clear expectations, and fostering a culture of ownership and accountability.
• Comfortable operating with ambiguity and building processes in a fast-paced, high-growth environment, where priorities can shift quickly and frameworks must be created without clear precedent.
• You are about improving the Canadian healthcare experience and have a personal connection to the space, which helps ensure empathy, relevance, and long-term commitment to the mission.
• You are highly data-driven, understanding numbers inside and out, capable of building models and performing analyses that inform strategy, validate hypotheses, and quantify tradeoffs.
• You understand performance marketing metrics deeply, including cohort analysis, incrementality testing, and statistical evaluation, to ensure decisions are based on evidence rather than intuition.
• Familiarity with healthcare marketing regulations and considerations in Canada, including privacy norms and compliance expectations for telehealth services.
• Experience with creative testing and production workflows, collaborating closely with design and content teams to optimize asset performance.
• Knowledge of emerging search and AI discovery mechanisms, including how generative AI platforms handle health-related queries and how to optimize for visibility in those contexts.
• Experience with marketing attribution modeling and experimentation frameworks, including holdout tests and multi-touch attribution to improve measurement accuracy.
• Background in referral or community-driven growth programs, leveraging trust and existing networks within Canadian communities to drive acquisition.

The role is full-time based in Toronto, Ontario, and requires availability during standard business hours for collaboration with cross-functional teams. Candidates must be eligible to work in Canada without sponsorship, as the role does not currently require international relocation or visa support. The position reports into senior leadership and is expected to engage in strategic planning cycles, budget reviews, and cross-company initiatives on an ongoing basis.