Founding Head of Marketing

About MindFriend:

MindFriend is a technology marketplace helping individuals discover, compare, and book independent licensed and accredited mental-health professionals.

The wider ecosystem includes clinician-led education, social channels, expert interviews, future workplace-wellbeing services, and human-led, non-clinical AI tools. The brand is built around quality, transparency, trust, and clinician independence.

The opportunity:

We are looking for a Founding Head of Marketing to establish the strategy, priorities, systems, and team required to take MindFriend from pre-launch to a measurable and scalable acquisition engine.

This is not a narrow social-media or advertising position. The successful candidate will own the complete marketing function while remaining hands-on during the pre-launch and early-growth stages.

Responsibilities: Please note the below responsibilities are not capped - this is subject to YOU bringing tasks as the expert.

• Create and execute an integrated go-to-market strategy
• Translate company objectives into marketing workstreams, budgets, deadlines, and measurable outcomes.
• Own brand positioning, messaging, and campaign consistency.
• Develop acquisition strategies for both sides of the marketplace: service users and professionals.
• Lead organic social media, community engagement, content distribution, and collaborator relationships.
• Plan and manage paid acquisition across Meta and Google, including account setup, budgets, testing, optimisation, and reporting.
• Build authentic clinician-led and user-generated content strategies.
• Turn marketing priorities into briefs, scripts, shoots, and reusable campaign assets.
• Lead email and lifecycle marketing.
• Develop partnerships, PR opportunities, referral channels, and brand collaborations.
• Improve the customer journey from content or advertising through profile discovery and completed booking.
• Establish practical KPI reporting that gives leadership clear progress, risks, and recommended actions.
• Ensure public claims are accurate, evidence-based, and appropriate for a mental-health marketplace.
• Communicate proactively with leadership and cross-functional teams.

Candidate profile:

• Significant experience leading growth, brand, or full-funnel marketing in an early-stage or rapidly growing company.
• Evidence of creating and executing a complete marketing strategy—not only contributing to individual channels.
• Strong performance-marketing experience, particularly with Meta and Google Ads.
• A record of converting content, social engagement, and partnerships into measurable commercial results.
• Strong understanding of customer journeys, conversion funnels, attribution, and experimentation.
• Experience managing budgets and allocating resources based on evidence.
• Confidence across brand, creative, content, paid media, email, partnerships, and PR.
• Experience briefing and managing producers, designers, creators, agencies, or freelancers.
• Strong analytical judgement and clear communication with leadership.
• A proactive and accountable working style.
• Willingness to remain hands-on while building the systems and team required to scale.

Particularly valuable experience:

• Two-sided marketplaces.
• Healthtech, mental health, wellbeing, or another trust-sensitive sector.
• Taking a product from pre-launch through its first meaningful customer acquisition.
• Building a marketing team from a lean initial structure.
• Clinician-led, expert-led, or educational content.