Head of Marketing, Mental Health

As Head of Marketing, you will own growth marketing across Pink Elephant’s mobile-first products - and Claro antidepressants tracker in the first place. Focus is on building and scaling the organic and performance engines that turn install volume into paying, retained users. This is a hands-on, builder role for an operator who is as comfortable in app store data and attribution dashboards as in briefing a creative team, and who knows how to grow mobile apps profitably without breaking trust in a regulated, wellbeing-sensitive category.

Responsibilities: What You Will Drive

Organic growth & ASO

• Own App Store Optimization end-to-end: keyword strategy, creative testing, conversion rate optimization, and localization across markets;

• Build organic acquisition loops through content, SEO, ASO, and referral/virality mechanics embedded in the product itself;

• Drive App Store / Google Play featuring opportunities and category ranking strategy.

Performance marketing across mobile channels

• Own paid acquisition strategy and execution across Meta, Google UAC, TikTok, Apple Search Ads, and emerging mobile ad networks;

• Manage mobile measurement and attribution stack (e.g. AppsFlyer/Adjust, MMP-to-ad-network integrations, SKAdNetwork/AEM, server-side events) to ensure accurate, privacy-compliant performance reporting;

• Build and optimize the full funnel from install → activation → trial → subscription, working closely with product on onboarding and monetization experiments;

• Run a disciplined testing program (creative, audience, bidding strategy, pricing/paywall) grounded in CAC, LTV, ROAS, and payback period targets.

Lifecycle, retention & monetization

• Own lifecycle marketing (push, in-app messaging, email) to drive activation, retention, and subscription conversion/renewal;

• Partner with product on subscription pricing, paywall design, and trial mechanics to improve LTV and reduce churn.

Leadership & cross-functional collaboration

• Build and lead a lean growth marketing team, including in-house specialists and performance/creative agencies or freelancers;

• Partner with product and data teams to instrument analytics, build cohort dashboards, and align roadmap with growth priorities;

• Report growth performance and forecasts directly to executive leadership.

6-month outcomes

• Profitable, scalable performance channels established across at least 2 mobile products, within target CAC/LTV ratios;

• Organic share of installs grown to 50%+ through ASO and content/referral loops;

• Mobile measurement and attribution stack fully implemented with reliable, privacy-compliant reporting;

• Functioning growth team (in-house and/or agency) able to run a continuous testing cadence across creative, channels, and funnel.

Experience: What You Bring

Growth operator profile

• 6+ years in growth/performance marketing with a strong focus on mobile apps, including hands-on ASO and paid UA at scale;

• Proven track record of scaling consumer mobile apps (subscription or freemium) through organic and paid channels, ideally in healthtech, wellness, or other regulated/trust-sensitive B2C categories - not a hard requirement, but a strong plus;

• Deep data fluency: comfortable owning cohort analysis, CAC-to-LTV modeling, attribution logic, and incrementality testing;

• Fluent with the mobile growth stack: AppsFlyer/Adjust, Meta Ads, Google UAC, Apple Search Ads, TikTok Ads, Mixpanel/Amplitude, Firebase, GA4, and A/B testing tools.

Global market experience

• Track record of growing mobile products in the US and/or Western Europe, with first-hand understanding of app store dynamics, privacy regulation (ATT, GDPR), and consumer behavior in these markets;

• Experience launching or scaling products across multiple GEOs simultaneously, adapting creative, pricing, and channel mix per market.

Values & domain alignment

• Genuine interest in mental health, wellness, or mission-driven consumer products;

• Comfortable operating in a regulated or reputationally sensitive category, balancing aggressive growth targets with user trust and compliance.

• Personal experience with antidepressants - is a must