About the Role
You'll be the strategic lead of a marketing pod — a self-contained unit owning end-to-end marketing for a specific brand, condition, and market (e.g. Noah Sexual Health in Hong Kong). You're not just making ads. You own the entire marketing funnel: from the first impression to the landing page to the lifecycle email that brings them back.
This is a high-autonomy role. You'll have clear economic targets (nCAC, revenue, CM3) and the freedom to figure out how to hit them. You'll work closely with a Content Producer who brings your strategies to life visually, and report to a Head of Marketing who sets the condition-level strategy across markets.
We're a telehealth company making men's and women's health accessible across Singapore, Hong Kong, and Japan. Our brands — Noah (men's health) and Zoey (women's health) — serve conditions that people rarely talk about openly. Your job is to find the creative and strategic angles that make them feel safe enough to take the first step.
What You'll Own
Paid Acquisition Strategy
- Develop and execute multi-channel paid strategy (Meta, Google, YouTube, TikTok)
- Own creative testing frameworks — hypothesis → test → learn → scale
- Manage nCAC targets and spend allocation within your pod
- Identify and capitalise on emerging channels and ad formats
Creative Strategy & Development
- Research target audiences deeply — understand the psychology, shame triggers, decision-making patterns, and cultural nuances of your condition × market
- Develop messaging frameworks and creative briefs
- Write ad copy, landing page copy, and email copy
- Direct creative production — brief the Content Producer, review output, iterate
- Build and maintain a creative testing roadmap (new angles, formats, hooks)
Landing Page & Conversion Optimisation
- Own landing page strategy — copy, structure, CRO testing
- Work with engineering/design on page builds and A/B tests
- Optimise the full funnel from click → consultation → purchase
Lifecycle Marketing
- Design email and messaging flows: onboarding, retention, win-back, cross-sell
- Write lifecycle copy across all touchpoints
- Collaborate with CRM tools (Customer.io) to implement and test flows
PR, Partnerships & Organic
- Identify and execute PR opportunities, influencer/KOL partnerships, and brand collaborations relevant to your condition × market
- Manage organic social content strategy
- Build community engagement where relevant (especially for women's health)
Analytics & Reporting
- Track pod performance: nCAC, ROAS, conversion rates, LTV, creative velocity
- Report weekly to HoM with insights and action plans
- Use data to inform creative and strategic decisions — not just report on them
What You Bring
Must-haves:
- 4-7 years in performance marketing, growth marketing, or creative strategy
- Proven track record of developing ad creatives that convert at scale
- Strong copywriting ability — you can write a Meta ad, a landing page, and a retention email
- Fluency in the language of your market (e.g. Cantonese for HK pods, Japanese for JP pods)
- Analytical mindset — comfortable with nCAC, ROAS, CM3, cohort analysis
- Experience with Meta Ads Manager, Google Ads; familiarity with YouTube and TikTok advertising
- Comfort with ambiguity — this is a new structure and you'll help shape it
Nice-to-haves:
- Experience in health, wellness, DTC, or subscription businesses
- Familiarity with Customer.io or similar lifecycle marketing tools
- Experience managing creative production pipelines
- Understanding of healthcare advertising regulations in APAC
- Previous experience in a pod or squad-based team structure
What Success Looks Like
First 30 days:
- Deep-dive into your condition × market: understand the ICP, current funnel, existing creatives, competitive landscape
- Audit current ad performance and identify the 3 biggest opportunities
- Build your first creative testing roadmap (4-week plan)
- Establish working rhythm with your Content Producer
First 90 days:
- Hit or be trending toward nCAC target
- Launch 15+ new creative tests with clear hypotheses
- Redesign or optimise at least 1 landing page with measurable conversion lift
- Implement or improve 2+ lifecycle email flows
- Present at 2 condition guild meetings with cross-market learnings
First 6 months:
- Consistently hitting nCAC and revenue targets
- Built a repeatable creative testing machine (hypothesis → test → learn → scale)
- Developed a messaging framework that other pods reference
- Identified and executed at least 1 PR or partnership opportunity
- Contributed to the condition playbook with documented learnings
The Team
You'll be part of a 2-person pod (you + Content Producer), reporting to a Head of Marketing who owns your condition vertical across all markets. You'll participate in fortnightly condition guilds (learning from pods in other markets running the same condition) and country guilds (connecting with pods in your market across conditions).
You'll also work with:
- Penny — our AI marketing analyst who monitors campaign performance and surfaces insights
- Sammy — our AI Chief of Staff who coordinates cross-functional work and tracks commitments
- Engineering/Product — for landing page builds, pixel implementation, and platform features
- Ops — for fulfilment, delivery, and customer experience alignment
Details
- Location: Hong Kong
- Type: Full-time
- Reports to: Head of Marketing
- Compensation: Competitive + equity, commensurate with experience
