Performance & Growth Manager

ROLE PURPOSE

The Performance & Growth Manager is a hands-on leadership role at the intersection of paid media, data analytics, and commercial strategy. You are responsible for building and optimising the growth engine that drives patient acquisition owning the full patient journey from first digital impression through to booked appointment, attended consultation, and long-term retention.

Working closely with senior leadership, you will manage a high-performing team, take direct ownership of performance marketing channels, and ensure every marketing investment is tied to measurable patient outcomes. You bring both the strategic perspective to plan quarterly growth roadmaps and the technical depth to optimise campaigns at the ad-set level.

KEY RESPONSIBILITIES

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.

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.