VP Marketing

We are seeking a VP Marketing to lead and scale our global marketing efforts. This role is responsible for driving growth across active markets, building and executing global campaigns, and ensuring strong market penetration in a regulated, high-growth digital health environment.

The VP Marketing will work closely with the COO, acting as a bridge between strategy and execution, with full ownership of performance, brand, lifecycle, and go-to-market approaches across countries.

This is a senior leadership role for a proven marketing builder who can operate at both strategic and hands-on levels.

Helfy is a technology-driven group building the next generation of digital healthcare infrastructure. At the core of the group is DoktorABC, a leading telehealth marketplace operating across multiple international markets.

DoktorABC functions as an end-to-end telehealth marketplace, connecting:

• Patients seeking fast, convenient access to care
• Licensed doctors providing online consultations and prescriptions
• Pharmacies fulfilling prescriptions and OTC products
• Medication & OTC products, including regulated treatments
• Delivery partners ensuring fast, reliable home delivery

The platform seamlessly combines medical consultation, prescription handling, pharmacy fulfillment, and last-mile delivery into a single digital experience. Operating in regulated environments, DoktorABC enables millions of patients to receive treatment without queues, friction, or unnecessary in-person visits.

Responsibilities

Global Marketing Strategy

• Define and own the global marketing strategy across 5 active markets
• Adapt global strategies into strong local market approaches
• Lead market penetration plans for existing and new markets
• Set clear marketing goals, KPIs, and growth targets in alignment with company objectives

Growth & Performance

• Own customer acquisition and growth across paid, organic, SEO, GEO, affiliates, partnerships, influencers, and emerging channels
• Brings prior experience managing and optimizing performance marketing budgets of $30M+ annually
• Proven ability to plan, allocate, and optimize large-scale budgets across channels and markets
• Optimize CAC, LTV, payback period, and conversion rates across funnels
• Build structured experimentation frameworks for channels, creatives, and messaging
• Scale winning approaches across markets

Global Campaigns, Brand & Creative Leadership

• Lead planning and execution of global brandformance campaigns across markets
• Own the brand narrative, tone of voice, and storytelling across all channels
• Translate strategy into strong creative concepts that perform at scale
• Ensure consistent brand positioning while allowing local flexibility
• Oversee messaging, value propositions, and campaign narratives
• Balance short-term performance goals with long-term brand equity
• Lead and manage creative teams (design, video, copy, content)
• Set a high creative bar across ads, landing pages, CRM, and brand assets
• Work closely with UA and performance teams to ensure creative is a core growth lever, not a vanity layer

Market Penetration & Expansion

• Develop strategies to increase share and engagement in active markets
• Identify growth opportunities by segment, category, and geography
• Support go-to-market plans for new treatments, products, and countries
• Work closely with Product, Medical, and Operations to align marketing promises with delivery

CRM, Retention & Lifecycle (Critical Ownership Area)

• Own CRM and lifecycle strategy end-to-end (email, push, SMS, reactivation)
• Demonstrated, hands-on experience driving retention at scale
• Increase repeat usage, treatment adherence, and customer lifetime value
• Build advanced segmentation, personalization, and lifecycle journeys
• Partner closely with Product and Data to improve activation and long-term engagement
• Track and improve core retention metrics (repeat rate, cohort retention, LTV)
• Use retention as a primary growth lever, not a support function

Leadership, Creative & Team Building

• Build, lead, and mentor a large, multi-disciplinary marketing organization (24+ people)
• Directly manage team leads across Creative, UA / Performance, Social, CRM & Retention
• Proven ability to scale teams while maintaining speed, quality, and accountability
• Coach managers on strategy, execution, storytelling, and people development
• Define org structure, roles, hiring roadmap, and agency usage
• Establish clear operating models between creative, growth, and retention teams
• Create a culture of ownership, accountability, creativity, and data-driven decision-making

Cross-Functional Leadership

• Partner closely with Product, Data, Medical, Operations, and Legal teams
• Ensure marketing activities are compliant with regulatory requirements
• Act as a key stakeholder in company-wide strategic decisions

Requirements

Must-Have

• 8+ years of experience in senior marketing leadership roles
• Proven experience managing teams of 12+ people across multiple marketing functions
• Experience leading Creative, UA / Performance, SEO, GEO, Social, and CRM / Retention teams
• Proven experience managing global marketing campaigns
• Proven experience managing and scaling performance marketing budgets of $30M+ per year
• Strong background in performance marketing and growth
• Strong, proven retention expertise with measurable impact on LTV and repeat usage
• Strong creative mindset, storytelling capabilities, and brandformance thinking
• Ability to connect creative concepts with measurable business results
• Experience driving market penetration and scaling in multiple markets
• Deep understanding of funnels, attribution, analytics, and experimentation
• Experience working closely with Product and Operations teams
• Strong leadership and people management skills
• Fluent English (German is a strong advantage)

Big Advantage

• Experience in regulated industries (healthcare, pharma, fintech)
• B2C, e-commerce, subscription, or marketplace experience
• Experience scaling marketing from Israel to global markets