Why this role exists
MSK Clinics Group is a buy-and-build musculoskeletal healthcare group. We provide Chiropractic, Osteopathy and Physiotherapy, alongside podiatry and men’s and women’s health, across eight clinic locations and three brands today. We’re acquiring quickly, and growing further through 2027.
What you’ll own
• Marketing Revenue Contribution (MRC): deliver £6.74m of paid-acquired patient revenue across the 18-month plan, on a £900k media budget (£181k in H2 2026, £719k in 2027). The primary commercial commitment to the board.
• Cost per acquired patient (CPA): bring the group blended effective CPA from £56 today to £30 by December 2026, and £15 by Q4 2027, through the four-lever programme (Quality Score recovery, conversion-to-patient lift via HubSpot lifecycle, value-based bidding, channel mix).
• Return on Ad Spend (ROAS): build the end-to-end attribution to make ROAS measurable through 2026, then deliver a minimum 7x. The committed plan delivers a blended 7.5x on paid spend across the 18-month period, reaching 8.0x in 2027.
• Paid search impression share: significant growth across all of our clinics.
• The full performance marketing function as it grows.
What you’ll do
• Run a full audit of the existing Google Ads, Meta and any other paid accounts in your first six weeks. Stop the bleed first, build later.
• Take over the relationships with the incumbent agencies across all clinic brands.
• Build the account structure, negative keywording, audience strategy, geo and device adjustments, landing page strategy, and value-based bidding once HubSpot data is flowing.
• Run paid media across Google Ads, Meta and any other channels the strategy demands, scaling spend with the estate as each new clinic comes online.
• Use AI tools to accelerate keyword research, ad copy variants, audience hypothesis generation and account audit work, then apply your own judgement to what’s actually worth shipping.
• Stay current with Google Ads, Meta and GA4 platform changes, beta features and policy updates. We always implement the supported best-practice playbook from the platforms themselves, and adopt new features early where the evidence supports it.
• Own the reporting line on paid: weekly to the Marketing Director, monthly board scorecard, quarterly board review against the committed efficiency targets.
• Work hand-in-glove with the Web Development and Content Manager on landing pages, and with the Martech and Lifecycle Manager on attribution and value-based bidding once HubSpot is live.
• Brief and manage any specialist agency support, such as programmatic, CRO testing or creative production if and when needed.
What you’ll bring, essential
• Four-plus years running paid media accounts at scale, including direct hands-on Google Ads and Meta experience. This is a hands-on role, not pure strategy.
• Demonstrable track record of step-changing efficiency. Specifics matter: bring the CPA reduction, the ROAS uplift, the budget you own.
• Strong analytical capability across GA4, attribution thinking, comfort building a baseline and reporting against it.
• Experience managing six-figure-plus monthly media budgets, ideally across multiple brands or locations.
• Confidence operating in a fast-moving, commercially-led business where the Marketing Director will ask for a number, not a deck.
What you’ll bring, bonus
• Multi-location, multi-brand or franchise-model marketing experience.
• Healthcare, wellness or any regulated consumer category.
• Hands-on experience with HubSpot Marketing Hub and value-based bidding feeds.
• Google Ads and Meta Blueprint certifications.
How we work
Small, senior, in-house team being built from scratch. No legacy processes, no committee culture. We use AI tools across every workflow we can, from audit work to copy testing to reporting, because it’s the difference between a team of five doing the work of five and a team of five doing the work of ten. We expect candidates to be fluent in this way of working, or hungry to become fluent in it fast.
We treat platform fluency as part of the job, not an extra. Google, Meta, GA4 and HubSpot all release meaningful changes every quarter. We expect everyone in the team to keep on top of those changes, follow the platforms’ own best-practice playbooks, and bring proposals to adopt new features where the evidence supports it. We don’t want to be running last year’s playbook two years from now.
Remote-first with travel as the work requires. You’ll see the inside of clinics, the head office and agency offices regularly. The job needs you to understand how a patient walks through the door, not just how an ad gets clicked.
