Head of Marketing

Limassol, Cyprus

Welltech

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About Welltech

About Welltech
Welltech is a global wellness technology company with Ukrainian roots. Our mission is to build and scale wellness apps globally through state-of-the-art, tech-driven performance marketing.
We are one of the most established players in the wellness app space, and we are accelerating. Over 25.5 million people across the world use our apps — Muscle Booster, Yoga-Go, and WalkFit — to build healthier habits, move more, and feel better every day. Every subscription represents a real person making a real change in their life, and we take that seriously.
With 500+ people across hubs in Cyprus, Ukraine, Poland, Spain, and the UK, we combine the scale of a market leader and the drive of a team that's just getting started.

Why join us?
Welltech is where your work reaches millions of real people.
We're looking for Well-Makers. You'll own decisions, outcomes, and the learning that comes with both. You'll move fast, because action beats perfection here. You'll say what you think, hear the truth back, and get better for it. And when the targets are big — and they are — you won't chase them alone.
If you want a job, there are easier places. If you want to go big — and do it together — this is it.

Position

We're on the hunt for a dynamic, strategic Head of Marketing to create a holistic growth approach for one of our Products across areas and channels. We are looking for someone who knows best the users of one particular app, understands its major performance drivers (acquisition KPIs, product KPIs, retention KPIs etc), and partners with the app’s product data and eng leads to represent the interest of this app across all areas within the company.

Our new Head of Marketing will build and maintain a two-way bridge, seamlessly connecting the marketing and product organizations. Given that most marketing efforts are channel-based and the majority of organizational efforts are app-based, we need a senior marketing leader who is fluent in both domains and can ensure a consistent and cohesive user journey.

Responsibilities:

KPI

Incremental PAM – Generated by strategic marketing leadership to ensure both short-term wins and long-term sustainable growth (e.g., PAM from seasonal campaigns, collaboration between a few channels, identifying new partnership or growth lever, improving user journey that resulted in higher CR etc)
Leadership & Collaboration – Lead and inspire a cross-functional team while fostering a “dual citizenship” approach for each team member. Each member serves as both a channel/domain expert and a specific app expert. The leader's role is to maximize team members’ impact by facilitating peer connections, inspiring them to address a specific audience needs, and identifying opportunities for cross-channel collaboration.
LTV – Enhance earned LTV by improving the user journey, building trust, and identifying cross-journey opportunities.

Numbers

Share app performance updates with marketing and product leaders, explaining trends, identifying gaps, and highlighting opportunities.
Monitor app growth performance and support channel leads in achieving app goals.
Master app performance metrics, identifying gaps and opportunities to optimize the channel mix.
Collaborate with channel leads to develop app growth plans and regularly track progress. This part includes budgeting, forecasting and re-forecasting
Ensure the collective performance of all channels exceeds the sum of their individual contributions by identifying app-specific opportunities to boost growth.
Identify and eliminate blockers hindering the achievement of growth goals.
Own the app’s seasonal campaign calendar and collaborate with channel leads to execute it effectively.

Users

Serve as the voice of the category’s customers by gathering user feedback and sharing it with relevant marketing teams. Simultaneously, identify emerging user needs through marketing activities and influence product development accordingly.
Develop and own a Marketing Audience Strategy that drives long-term revenue growth, balancing external demand/opportunities with the internal product roadmap and vision. This strategy should consider marketing channels (paid/organic/CRM), market, gender, BMI, and other relevant factors.
Customer Insights: Analyze feedback from marketing, product, and users, along with usage data, to inform product development and marketing strategies. Ensure customer needs remain a priority.
Market Research: Partner with Research and Insights teams to conduct market research and competitive analysis. Leverage findings to identify trends, opportunities, and threats, and use these insights to shape product marketing strategies.
Identify gaps in the user journey and collaborate with product and marketing teams to develop solutions that bridge these gaps.

Develop a GTM Playbook for new markets and audiences to facilitate future expansion. Collaborate with cross-functional teams to create compelling product narratives, taglines, and assets that communicate product value propositions effectively.
Monitor and maintain messaging consistency across all touchpoints.

Cross-Functional Leadership

As the most senior app representative within the marketing team, and with a comprehensive understanding of all marketing and growth activities, this role will serve as a senior member of the app/category tribe or squad.

Share app performance updates with marketing and product leaders, explaining trends, identifying gaps, and highlighting opportunities.
Act as the single point of contact for all marketing activities related to the product/category.
Collaborate with product leads to develop a marketing plan and go-to-market (GTM) strategy for the app and its initiatives.
Partner with the brand team to optimize the tone of voice (TOV) to align with the app’s unique needs.

Your qualification

A blend of growth marketing and product marketing expertise.
Experience working in consumer products (B2C)
A holistic approach to marketing, with a focus on the sum being greater than the individual ingredients.
Deep understanding of channel performance, algorithms, and metrics.
Ability to translate data into actionable insights and decisions.
Strong storytelling ability to connect user journeys across channels and platforms.
Focus on consistent messaging from marketing onboarding to in-app experience.
Proven ability to lead cross-functional teams, manage stakeholders, and foster collaboration.
Strong influencing skills to work with indirect reports and align teams around common goals.
Skilled in managing performance-driven channels like Facebook and Google, with the ability to balance those with storytelling and user engagement.