Performance & Growth Manager

Role Purpose

Growth Strategy & Team Leadership

• Growth Planning: Translate commercial objectives into a quarterly growth roadmap with clear priorities across paid, organic, and partnership channels. Partner with the content and social media teams to execute high-impact campaigns, rapidly iterating on underperforming initiatives to build a resilient, forward-looking performance marketing plan.
• Team Management: Directly manage and develop a team of growth marketers setting performance standards, coaching individuals, and fostering a culture of accountability and continuous improvement
• Proactive Optimisation: Monitor market trends, platform changes, and competitor activity to anticipate shifts and adapt strategy accordingly, you don't wait to be told
• Reporting & Stakeholder Communication: Deliver regular, high-quality performance reports to senior leadership. Translate campaign data into clear commercial narratives focused on CAC, LTV, and revenue contribution
• Cross-Functional Collaboration: Work closely with Content, Medical, Product/Tech, and Finance teams to ensure clinical accuracy in messaging, optimise the digital patient journey, and manage budget efficiency

Omnichannel Performance Marketing

• Full-Funnel Ownership: Develop and execute omnichannel paid and organic strategies across Meta, Google, TikTok, and SEO driving new patient acquisition while building re-engagement programmes that grow retention and lifetime value
• Signal & Measurement Mastery: Build and maintain a robust tracking and measurement framework across all paid channels, ensuring data integrity and accurate attribution across the full funnel
• Creative Testing & Iteration: Build and run a structured A/B testing programme across creative, copy, audiences, and landing pages iterating continuously based on performance data and using findings to sharpen every channel
• Budget & Efficiency: Own the performance marketing budget with a relentless focus on CAC, LTV, and ROAS ensuring every dirham is fully accountable
• Lead Quality & Qualification: Develop and maintain a structured lead qualification framework to prioritise high-value patient leads and improve overall funnel efficiency

Lead Quality, Funnel Optimisation & Conversion

• Funnel Accountability: Own the Lead → Booked Appointment conversion rate, ensuring marketing-generated demand is efficiently converted into attended clinical appointments
• CRM & Lead Nurture: Design and oversee structured lead nurture workflows across SMS, WhatsApp, and email to maximise engagement and reduce funnel drop-off
• Speed to Lead: Maintain a sub-5-minute response target for all new inbound leads, capturing intent at its peak
• Conversion Benchmarks: Drive and sustain a Lead-to-Booking conversion rate of 25-40%, depending on channel and treatment type
• No-Show Reduction: Manage a structured confirmation and re-engagement process to achieve appointment show-rates above 85%
• Data Quality: Maintain clean, structured CRM records to enable accurate attribution and reliable performance reporting

Content, Medical Collaboration & Compliance

• Content Strategy: Partner with the medical and content teams to build a pipeline of clinically accurate, conversion-focused creative assets
• Regulatory Compliance: Ensure all campaigns and creative adhere to UAE healthcare advertising standards and platform policies at all times
• Doctor-Led Content: Champion the use of physician-authored content and video as core performance assets, managing production timelines and publishing cadence
• Patient Education: Commission and manage a patient education content programme condition guides, treatment explainers, and post-consultation resources that builds trust, supports clinical engagement, and improves retention
• Thought Leadership: Own the brand's authority positioning in the metabolic health space, commissioning clinical commentary and thought leadership that establishes Metabolic as the leading voice in the category
• Brand Consistency & Global Market Intelligence: Ensure all paid and organic assets strictly align with brand tone, visual standards, and clinical positioning. Concurrently, conduct continuous competitive analysis of industry-specific marketing campaigns both within the UAE and globally. Leverage these insights to inform a data-driven content ideation strategy, identifying high-performing trends and adapting successful international methodologies to maximize local campaign ROI.
• WHY THIS ROLE?
• This is not a routine marketing position.
• You will have real budget, a talented team, and the creative freedom to build a world-class patient acquisition engine in one of the world's most competitive healthcare markets with direct visibility of the impact your work has on patient outcomes.
• You will work alongside experienced senior leadership, have ownership of meaningful commercial levers, and be genuinely empowered to shape how the company grows.

Requirements

• The candidate must be a proficient architect or power user of:
• Ad Platforms: Meta Business Suite (CAPI), Google Ads (PMax), TikTok Ads Manager
• Analytics: GA4, CRM (Salesforce / HubSpot), and Data Visualisation (Tableau / Mixpanel)
• CRM, Communications & Automation: WhatsApp Business, SMS platforms, and CRM tools for automated lead management, conversational AI/chatbots, and hyper-personalized follow-up workflows
• Emerging Tech & AI Efficiency: Proficient in using third-party AI software (e.g., ChatGPT, Midjourney, Jasper, or specialized ad-creative/copywriting AI tools) to streamline content creation, conduct rapid market research, and optimize campaign variations at scale

Experience

• 5-8 years in Growth or Performance Marketing, with at least 2 years in a team management role
• Demonstrated track record driving patient or consumer acquisition in Healthcare, Clinics, or HealthTech ideally within the UAE/GCC
• Hands-on experience managing significant paid media budgets with direct accountability for performance outcomes
• Experience designing or managing lead nurture programmes and conversion workflows across multiple channels
• The "Growth" DNA
• Revenue-Focused: You care about qualified leads, conversion rates, and cost-per-acquisition not impressions or reach
• Proactive & Self-Directed: You identify gaps before they become problems, and you move quickly to address them
• Analytical & Creative: You can interrogate granular campaign data and also judge what makes a creative stop the scroll
• Clear Communicator: You move comfortably between a technical briefing with developers and a commercial update to leadership
• You Are...
• A Hands-On Leader: You manage and develop your team while remaining deeply involved in day-to-day execution
• Commercially Grounded: You think in unit economics and growth efficiency, not vanity metrics
• Adaptable: You thrive in fast-paced, high-expectation environments where priorities shift and pace is relentless