Performance & Growth Manager

Role Overview

Performance & Growth Manager at Metabolic Health. This is a hands-on leadership role at the intersection of paid media, data analytics, and commercial strategy, based in the UAE.

Role Purpose

You are responsible for building and optimizing 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. 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 optimize campaigns at the ad-set level.

Key Responsibilities

Growth Strategy & Team Leadership

• Translate commercial objectives into a quarterly growth roadmap with clear priorities across paid, organic, and partnership channels.
• Partner with content and social media teams to execute high-impact campaigns, rapidly iterating on underperforming initiatives to build a resilient, forward-looking performance marketing plan.
• Directly manage and develop a team of growth marketers, setting performance standards, coaching individuals, and fostering a culture of accountability and continuous improvement.
• Monitor market trends, platform changes, and competitor activity to anticipate shifts and adapt strategy accordingly.
• Deliver regular, high-quality performance reports to senior leadership, translating campaign data into clear commercial narratives focused on CAC, LTV, and revenue contribution.
• Work closely with Content, Medical, Product/Tech, and Finance teams to ensure clinical accuracy in messaging, optimize the digital patient journey, and manage budget efficiency.

Omnichannel Performance Marketing

• 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.
• Build and maintain a robust tracking and measurement framework across all paid channels, ensuring data integrity and accurate attribution across the full funnel.
• Build and run a structured A/B testing programme across creative, copy, audiences, and landing pages, iterating continuously based on performance data.
• Own the performance marketing budget with a relentless focus on CAC, LTV, and ROAS, ensuring every dirham is fully accountable.
• Develop and maintain a structured lead qualification framework to prioritise high-value patient leads and improve overall funnel efficiency.

Lead Quality, Funnel Optimisation & Conversion

• Own the Lead-to-Booked Appointment conversion rate, ensuring marketing-generated demand is efficiently converted into attended clinical appointments.
• Design and oversee structured lead nurture workflows across SMS, WhatsApp, and email to maximise engagement and reduce funnel drop-off.
• Maintain a sub-5-minute response target for all new inbound leads, capturing intent at its peak.
• Drive and sustain a Lead-to-Booking conversion rate of 25–40%, depending on channel and treatment type.
• Manage a structured confirmation and re-engagement process to achieve appointment show-rates above 85%.
• Maintain clean, structured CRM records to enable accurate attribution and reliable performance reporting.

Content, Medical Collaboration & Compliance

• Partner with medical and content teams to build a pipeline of clinically accurate, conversion-focused creative assets.
• Ensure all campaigns and creative adhere to UAE healthcare advertising standards and platform policies at all times.
• Champion the use of physician-authored content and video as core performance assets, managing production timelines and publishing cadence.
• Commission and manage a patient education content programme covering condition guides, treatment explainers, and post-consultation resources that builds trust, supports clinical engagement, and improves retention.
• 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.
• Ensure all paid and organic assets strictly align with brand tone, visual standards, and clinical positioning.
• Conduct continuous competitive analysis of industry-specific marketing campaigns both within the UAE and globally, leveraging insights to inform a data-driven content ideation strategy and adapt successful international methodologies to maximize local campaign ROI.

Qualifications & 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 or 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.

Skills & Competencies

• Proficient architect or power user of Meta Business Suite (CAPI), Google Ads (PMax), and TikTok Ads Manager.
• Expert-level knowledge of GA4, CRM platforms (Salesforce or HubSpot), and data visualization tools (Tableau or Mixpanel).
• Proficient with WhatsApp Business, SMS platforms, and CRM tools for automated lead management, conversational AI or chatbots, and hyper-personalized follow-up workflows.
• Proficient in using third-party AI software (ChatGPT, Midjourney, Jasper, or specialized ad-creative and copywriting AI tools) to streamline content creation, conduct rapid market research, and optimize campaign variations at scale.
• Revenue-focused mindset prioritizing qualified leads, conversion rates, and cost-per-acquisition over impressions or reach.
• Proactive and self-directed; identify gaps before they become problems and move quickly to address them.
• Ability to interrogate granular campaign data and judge what makes creative stop the scroll.
• Clear communicator who moves comfortably between technical briefings with developers and commercial updates to leadership.
• Hands-on leader who manages and develops your team while remaining deeply involved in day-to-day execution.
• Commercially grounded; think in unit economics and growth efficiency, not vanity metrics.
• Adaptable and thrive in fast-paced, high-expectation environments where priorities shift and pace is relentless.