About Sofía
At Sofia we want to change the way millions of people take care of their health by offering a health plan that is more complete, simpler to understand and closer to anyone who wants to live a healthier life. We want to build a thriving community that deeply changes the way the health system works
About the role
As the Head of Marketing, you will lead the strategic planning and execution of our growth initiatives, focusing on aligning sales and marketing efforts with broader business objectives to drive market expansion and customer acquisition. Your role will involve managing digital campaigns across multiple channels, optimizing conversion funnels, and spearheading data-driven experiments to refine marketing tactics. You will oversee a diverse team, coordinate with sales, product, and customer success departments to ensure integrated strategies, and manage the marketing budget for maximum ROI. Your leadership will not only enhance team capabilities but also drive the company's long-term growth strategy.
What you'll do
- Growth Strategy:
- Develop and execute the growth strategy: Align marketing and sales initiatives with the startup’s business objectives to achieve rapid customer base growth and expansion into key markets.
- Conversion funnel optimization: Analyze and enhance each stage of the marketing funnel (from acquisition to retention and monetization) to maximize user acquisition efficiency and customer conversion.
- Experimentation and A/B testing: Implement ongoing tests of strategies, channels, and messages to optimize campaigns and discover the most effective customer acquisition methods.
- Digital Marketing and Customer Acquisition:
- Manage multi-channel campaigns: Lead the strategy and execution of digital marketing campaigns across channels like SEM, SEO, social media advertising, content marketing, and email marketing.
- Inbound Marketing Strategy: Develop inbound marketing strategies such as content creation, landing page optimization, and SEO tactics to organically generate qualified leads.
- Paid Media Strategy: Optimize paid advertising investment (Google Ads, Facebook Ads, LinkedIn Ads, etc.) to maximize return on investment (ROI).
- Partnerships and strategic collaborations: Identify opportunities for strategic partnerships and collaborations with other brands, influencers, or platforms that can enhance growth.
- Data Analysis and KPIs:
- Establish and monitor key KPIs: Define key performance indicators (KPIs) related to growth, such as CAC (Customer Acquisition Cost), LTV (Lifetime Value of the Customer), retention rate, etc.
- Performance analysis and reporting: Measure the impact of all marketing campaigns, growth initiatives, and tactics, ensuring efforts are effective and efficient, and make adjustments based on data.
- Team Management and Interdepartmental Coordination:
- Lead the Growth and Marketing team: Coordinate a multidisciplinary team that may include digital marketing, content marketing, design, data analysis, and product development.
- Collaboration with other departments: Work closely with sales, product, and customer success teams to ensure that the marketing strategy aligns with the company's goals and to improve the overall customer experience.
- Hiring and talent development: As the company grows, be responsible for hiring, training, and managing new members of the marketing team.
- Branding and Positioning:
- Content Strategy: Oversee the creation and distribution of high-quality content such as blogs, whitepapers, case studies, videos, etc., that attract and educate potential customers.
- Innovation and New Growth Opportunities:
- Trend monitoring: Stay informed about emerging trends in marketing, technology, and the market in general, ensuring that the company remains at the forefront and capitalizes on new opportunities.
- Budget Management:
- Marketing budget: Manage the budget allocated to marketing and growth activities, ensuring it is invested efficiently to achieve the highest return on investment.
- Vendor and tool evaluation: Assess and select tools, platforms, and external providers (agencies, automation platforms, analytics software, etc.) necessary to optimize campaigns.
- Long-Term Vision:
- Long-term planning: Develop and communicate a long-term growth vision for the company, aligning marketing and growth actions with the overall business objectives in terms of revenue and market expansion.
What we're looking for:
- 10+ years of relevant experience
- Proficiency in SEO, campaign analytics software, CRM's
- Based in (or near to) Mexico City
Bonus points if:
- You have experience in the healthtech or insurtech sectors.
Our process
- First screening ft. Max (Recruiter).
- Hiring manager screening ft. Felipe (CRO).
- Challenge ft. Sebo, Mani & Arturo (our three founders).
- Last check ft. Ricardo (CFO), Ale (People & Culture Manager), Edgar (Medical Director) & Ana Sof (Marketing Data Specialist).
*Our selection processes usually last between 3 to 4 weeks. In some cases, we may need to add an additional stage if we require further clarity.
