Role & responsibilities
We're seeking a Fractional Senior Growth Operator to lead a comprehensive funnel rebuild over 16 weeks. This is a hands‑on execution role requiring deep expertise in US D2C health marketing and personal experience converting consumers in chronic‑care funnels.
Key Responsibilities
- Funnel Diagnosis (Weeks 1-3):Audit existing customer acquisition funnel and produce a written diagnostic memo identifying root causes across four categories: tracking integrity, offer-market fit, creative/angle effectiveness, and post-click experience. Include probability weights and supporting evidence.
- Campaign & Infrastructure Audit:Review all live Meta and Google campaigns, landing pages, HubSpot configuration, analytics setup (PostHog, GA4, Meta CAPI), and compliance status (LegitScript, NABP certification, healthcare tier classification).
- Competitive & Positioning Analysis:Map iHealD's positioning against the live US competitive set and listen to customer calls to identify objection patterns and positioning gaps.
- Go-to-Market Strategy:Pressure-test three positioning thesis angles (e.g., GLP-1 Companion, Diabetes Reversal, CGM+) and recommend the lead thesis with supporting offer design and funnel architecture.
- Offer Design:Design pricing, inclusions, program length, eligibility criteria, and funnel architecture (ad landing quiz consultation enrollment) with proof assets and testing sequence.
- Pilot Execution (Weeks 6-12):Run a $7,000/month spend pilot without budget increase, shipping 2-3 new ad angles with creative briefs and rebuilding 1-2 landing pages aligned to the redesigned offer.
- Tracking & Compliance Fixes:Establish proper PostHog event taxonomy, Meta CAPI with server‑side payload cleansing, Google conversion tracking, UTM hygiene, and resolve any LegitScript or certification gaps blocking campaign approval.
- HubSpot Lifecycle Setup:Build lifecycle stages, nurture sequences (email + SMS), and abandoned‑funnel recovery flows aligned to the new funnel architecture.
- Team Handoff (Weeks 12-16):Co-screen and co‑interview three India‑based hires (Growth Lead, Performance Marketing Specialist, CRM & Lifecycle Specialist). Document the rebuilt funnel comprehensively: thesis, angles, creative briefs, landing pages, HubSpot configuration, SMS sequences, success metrics, kill criteria, and scaling rules.
- Founder Counsel:Provide weekly 1:1 strategic guidance with honest dissent. Challenge offer, positioning, price, and program structure as needed. Identify and communicate product‑side vs. marketing‑side issues.
Required Experience
- D2C Health Funnel Expertise (Non‑Negotiable):Personally driven first‑conversion or first‑100‑conversion stages of a US D2C health funnel in chronic‑care, GLP‑1, diabetes, CGM, metabolic, or directly adjacent space. You must be able to name the company, your role, the outcome, and provide a referenceable contact.
- Growth Marketing Background:10‑15+ years total in growth/performance marketing with at least 4 years in US D2C health, telehealth, or chronic care.
- Copywriting:Personally written ad copy that converted on US health audiences (not briefed copywriters).
- Platform Expertise:Advanced hands‑on experience with Meta Ads Manager, Google Ads, HubSpot (Marketing Hub + Sales Hub), GA4, and PostHog.
- Healthcare Compliance:Experience navigating Meta 2025‑2026 healthcare tier restrictions (Tier 2/3) and technical workarounds. Experience navigating Google healthcare advertising policies and LegitScript/NABP certification processes.
- Team Leadership:Has hired and trained junior growth teams before.
- US Healthcare Consumer Instinct:Direct experience speaking to Americans with diabetes or on GLP‑1 medications.
- Communication:Strong written communication skills and ability to provide strategic counsel with honest dissent.
Technical Skills
You should be proficient with:
- Funnel diagnostics and root‑cause analysis
- Offer design and positioning strategy
- Ad copy writing and creative angle development
- Meta Ads Manager (advanced, including Tier 2/3 workarounds)
- Google Ads (advanced, including LegitScript‑certified accounts)
- HubSpot Marketing Hub + Sales Hub (advanced)
- GA4 + Google Tag Manager (server‑side)
- PostHog with Max AI
- Microsoft Clarity or Hotjar
- Quiz funnel tools (Typeform, Cal.com, Heyflow)
- SMS platforms (QUO, Twilio basics)
- Zapier
- Looker Studio
- Competitive intelligence tools (Atria, Superads)
- AI tools (Claude/ChatGPT at fluency level)
- Pixel debugging and analytics troubleshooting
- HubSpot workflow auditing
- SQL query writing
- Google Search Terms report analysis
- First‑party data operations and server‑side CAPI payload cleansing