Head of Growth Marketing, Mental Health

Pink Elephant is a venture builder and investment company developing an ecosystem of progressive mental health solutions. Our portfolio combines media, diagnostics, e-commerce, telemedicine, and technology to make evidence-based therapies and holistic practices more accessible. Through our media platform States of Mind, we create high-quality content, diagnostic tools, and a curated provider marketplace, helping people navigate options from psychotherapy and ketamine therapy to wellness supplements and mindfulness practices. We focus on Europe and other advanced markets, preparing infrastructure for the coming wave of psychedelic and mental health innovation.

Our mission is to destigmatize and expand access to progressive mental health solutions—ranging from advanced therapies to holistic practices—supporting both individuals with clinical conditions such as depression, anxiety, or PTSD, and those seeking to strengthen their overall mental well-being. We combine scientific rigor and evidence-based standards with clear, accessible communication to make these tools understandable and usable for everyone.

The Role

As Head of Marketing, you will own growth marketing across Pink Elephant’s mobile-first products — building and scaling the organic and performance engines that turn install volume into paying, retained users. This is a hands-on, builder role for an operator who is as comfortable in app store data and attribution dashboards as in briefing a creative team, and who knows how to grow mobile apps profitably without breaking trust in a regulated, wellbeing-sensitive category.

Responsibilities: What You Will Drive

Organic growth & ASO

• Own App Store Optimization end-to-end — keyword strategy, creative testing, conversion rate optimization, and localization across markets;
• Build organic acquisition loops through content, SEO, ASO, and referral/virality mechanics embedded in the product itself;
• Drive App Store / Google Play featuring opportunities and category ranking strategy.

Performance marketing across mobile channels

• Own paid acquisition strategy and execution across Meta, Google UAC, TikTok, Apple Search Ads, and emerging mobile ad networks;
• Manage mobile measurement and attribution stack (e.g. AppsFlyer/Adjust, MMP-to-ad-network integrations, SKAdNetwork/AEM, server-side events) to ensure accurate, privacy-compliant performance reporting;
• Build and optimize the full funnel from install → activation → trial → subscription, working closely with product on onboarding and monetization experiments;
• Run a disciplined testing program (creative, audience, bidding strategy, pricing/paywall) grounded in CAC, LTV, ROAS, and payback period targets.

Lifecycle, retention & monetization

• Own lifecycle marketing (push, in-app messaging, email) to drive activation, retention, and subscription conversion/renewal;
• Partner with product on subscription pricing, paywall design, and trial mechanics to improve LTV and reduce churn.

Leadership & cross-functional collaboration

• Build and lead a lean growth marketing team, including in-house specialists and performance/creative agencies or freelancers;
• Partner with product and data teams to instrument analytics, build cohort dashboards, and align roadmap with growth priorities;
• Report growth performance and forecasts directly to executive leadership.

6-month outcomes

• Profitable, scalable performance channels established across at least 2 mobile products, within target CAC/LTV ratios;
• Organic share of installs grown to 50%+ through ASO and content/referral loops;
• Mobile measurement and attribution stack fully implemented with reliable, privacy-compliant reporting;
• Functioning growth team (in-house and/or agency) able to run a continuous testing cadence across creative, channels, and funnel.

Experience: What You Bring

Growth operator profile

• 6+ years in growth/performance marketing with a strong focus on mobile apps, including hands-on ASO and paid UA at scale;
• Proven track record of scaling consumer mobile apps (subscription or freemium) through organic and paid channels, ideally in healthtech, wellness, or other regulated/trust-sensitive B2C categories — not a hard requirement, but a strong plus;
• Deep data fluency: comfortable owning cohort analysis, CAC-to-LTV modeling, attribution logic, and incrementality testing;
• Fluent with the mobile growth stack: AppsFlyer/Adjust, Meta Ads, Google UAC, Apple Search Ads, TikTok Ads, Mixpanel/Amplitude, Firebase, GA4, and A/B testing tools.

Global market experience

• Track record of growing mobile products in the US and/or Western Europe, with first-hand understanding of app store dynamics, privacy regulation (ATT, GDPR), and consumer behavior in these markets;
• Experience launching or scaling products across multiple GEOs simultaneously, adapting creative, pricing, and channel mix per market.

Values & domain alignment

• Genuine interest in mental health, wellness, or mission-driven consumer products;
• Comfortable operating in a regulated or reputationally sensitive category, balancing aggressive growth targets with user trust and compliance.