Head of Growth (150k on TikTok)

Anja Health helps pregnant parents freeze stem cells from their umbilical cords and placenta to use for future disease treatment. We have a network of 500+ OB/GYNs and doulas nationally as well as a social media following of 200k+, mainly on TikTok and Instagram. Anja Health is backed by 776, YC, Balaji, the CEO of Ro, and more.

TL;DR: The optimal candidate has experience with SEO, paid marketing, organic content (short-form video and blogs), lifecycle marketing, and general optimization/A/ B testing - and a passion for women’s health and pregnancy.

Job Description: We are seeking a Head of Growth to lead our team in enhancing marketing strategies and operational processes. The role involves spearheading efforts to improve organic and paid content, advertising effectiveness, optimize landing pages, analyze ROI metrics, and explore partnership opportunities.

Responsibilities:

1. Advertising Strategy and Execution - owning all paid ads efforts:
   • Develop compelling ad copy and visuals for primarily Instagram (and other platforms) to enhance audience engagement and conversion rates. Use our past short-form video content as successful examples of what works - and currently contracted creators.
   • Collaborate with the team to determine the most effective advertising channels and formats.
   • Evaluate the performance of advertising campaigns and make data-driven recommendations for continued optimization.
   • Craft email and text follow up that might be required to re-target leads from ads/those that abandon cart. Copywriting skills required.
   • Determine a reasonable target Customer Acquisition Cost (CAC) based on historical data and sales performance.
   • Collaborate with the finance team to allocate advertising budgets effectively and track return on investment.
   • Judge what other platforms we should be testing based on current page visits/target demographics (i.e. Google Ads)
2. Landing Page Optimization and A/B Testing - across our site and any necessary pages that ads might require:
   • Conduct A/B tests on landing pages to identify opportunities for improving conversion rates.
   • Optimize landing page copy and design to align with advertising messaging and maximize user engagement.
   • Work closely with the operations team to ensure a seamless user experience from ad click to conversion.
   • Optimize general site
3. Organic Content Conversion Improvement - focusing on Instagram, TikTok, and YouTube platform growth and sales conversion:
   • Act as a thought partner with the operations team to optimize organic content across all socials (especially TikTok and Instagram, specifically honing in on conversion from view to like to link in bio visit to sale)
     • Do the same with our most visited blog pages and assess if we should scale a SEO strategy
   • Manage creators that we work with at the moment in order to produce and iterate on organic content
   • Evaluate potential partnerships with external resources, such as content creators, to enhance our marketing efforts.
   • Craft a plan on how we can scale our organic content efforts across channels
4. Affiliate Marketing - optimizing our OB/GYN and doula referral channel:
   • Analyze ROI metrics i.e. QR code scans on affiliate physical marketing materials and advertising spend, to inform strategic decision-making on how to iterate on physical marketing materials that are currently given to OB/GYN and doula partners
   • Craft a plan on how to re-engage existing affiliates who are currently only occasionally engaged with us

💡 If interested, please reply with a sample email that you’d write to an OB/GYN that was scraped from a Google My Business listing. Brevity encouraged.