Head of Marketing

Fitt Insider; Toronto; Hybrid; CAD 120,000 - 180,000; Full time

Job summary

Fitt Insider in Toronto, Ontario, is seeking a strategic, hands-on marketing leader to build and run the marketing function for a fast-moving health-focused startup. Lead brand, digital, CRM, content, and partnerships while translating clinical science into accessible consumer messaging.

You will manage internal teams and external agencies, develop go-to-market plans, and optimize patient and surgeon customer journeys across web, email, and social channels.

Qualifications

• Five+ years in marketing, project management, or leadership in startup or growth-stage settings.
• Experience in consumer health, wellness, food-tech, nutrition, or regulated consumer categories.
• Strong background in brand, consumer, product, or e-commerce marketing across B2B, B2C, or B2B2C models.
• Experience improving conversion through customer journey, content, website, email, e-commerce, or funnel experimentation.
• Ability to translate complex clinical or technical information into clear consumer messaging.
• Experience developing go-to-market strategies and launching new products/services.
• Demonstrated success managing people, agencies, vendors, or fractional providers.
• Excellent communication, collaboration, and relationship-building skills.
• Strong project-management skills with multiple priorities and partners.
• Passion for improving health outcomes through nutrition.

Responsibilities

• Lead the Marketing Function: build and execute the company’s marketing strategy across its B2B2C model and develop the internal team.
• Drive Conversion and the Consumer Experience: optimize the patient journey, test messaging, and enhance CRM, email, and digital experiences.
• Support Customer Acquisition and Retention: partner with sales, create compelling sales materials, and build inbound demand across channels.
• Oversee Brand and Consumer Marketing: lead brand initiatives, translate clinical science into empowering messaging, and manage creative resources.
• Bring New Products and Services to Market: develop GTM strategies and coordinate product rollouts across the organization.
• Capture Customer and Consumer Insights: stay connected to surgeon, staff, and patient needs and inform roadmap.
• Manage Agencies and Marketing Performance: oversee external partners and ensure resource allocation aligns with opportunities.

Skills

Marketing leadership

Brand strategy

B2B2C marketing

Digital marketing

CRM & email

Go-to-market strategy

Team management

Vendor management

Conversion optimization

Data-driven decisions

Health/wellness domain

Startup experience

Job description

We’re filling this role for a venture-backed, food-as-medicine startup developing evidence-based nutrition products that support patients before and after surgery and improve outcomes in musculoskeletal health.

About You

You are a strategic but hands-on marketing leader who thrives in a fast-moving startup environment. You are comfortable navigating ambiguity, testing new ideas, managing multiple partners, and moving between high-level planning and direct execution. You are also a collaborative, low-ego leader who values strong relationships and team success.

Skills, Experience, and Qualifications

• Five or more years of experience in marketing, project management, or marketing leadership.
• Experience in consumer health, wellness, food, food-tech, nutrition, medical products, or another regulated consumer category.
• Strong background in brand, consumer, product, or e-commerce marketing across B2B, B2C, or B2B2C business models.
• Experience improving conversion through customer journey, content, website, email, e-commerce, or funnel experimentation.
• Ability to translate complex clinical or technical information into clear, approachable consumer messaging.
• Experience developing and managing multiple channels, including web, email, CRM, social media, search, public relations, events, and sales enablement.
• Demonstrated success managing people, agencies, vendors, or fractional service providers.
• Strong project-management skills with the ability to oversee multiple priorities and partners simultaneously.
• Experience developing go-to-market strategies and launching new products or services.
• Ability to analyze performance data, identify opportunities, and make recommendations based on results.
• Excellent communication, collaboration, and relationship-building skills.
• Experience working in a startup or growth-stage environment is strongly preferred.
• Passion for improving health outcomes and helping shape the future of healthcare through nutrition.

Key Responsibilities

Lead the Marketing Function

• Build and execute the company’s marketing strategy across its B2B2C business model.
• Manage, coach, and develop the internal marketing team.
• Determine which capabilities should be built internally and which should remain with external partners.
• Lead hiring, agency selection, and vendor-management processes as needed.

Drive Conversion and the Consumer Experience

• Develop and execute a conversion-rate optimization strategy across the patient journey.
• Test messaging, content, and digital experiences to identify the strongest conversion levers.
• Create a best-in-class experience for patients engaging through the website, phone, e-commerce, and digital-health channels.
• Use CRM, email, SMS, e-commerce, chat, social media, and other automation tools to improve engagement and conversion.

Support Customer Acquisition and Retention

• Partner with sales to attract and retain surgeon customers and strengthen relationships with their teams.
• Create and improve sales materials based on evolving market needs.
• Ensure the company remains top of mind and adds value to surgeon practices without creating unnecessary burden.
• Build inbound demand through content, search, social media, advertising, and other relevant channels.
• Oversee trade shows, educational programs, and other marketing events.

Oversee Brand and Consumer Marketing

• Lead brand initiatives across messaging, packaging, web, content, social media, public relations, advertising, events, and sales materials.
• Translate clinical science into clear, empowering messaging that helps patients make informed and healthy choices.
• Direct internal and external creative resources to ensure consistent, effective execution across channels.

Bring New Products and Services to Market

• Develop and execute go-to-market strategies for new products and services.
• Lead product rollouts and limited-market releases.
• Partner across the organization to align messaging, channels, resources, and execution.

Capture Customer and Consumer Insights

• Stay closely connected to surgeon, staff, and patient needs.
• Monitor changing market conditions and adapt marketing strategies accordingly.
• Partner with research and development to help influence the innovation roadmap.

Manage Agencies and Marketing Performance

• Lead day-to-day relationships with creative, web, email, and other fractional partners.
• Establish clear priorities, deliverables, timelines, and measures of success.
• Ensure marketing resources and budgets are directed toward the strongest opportunities.
• Analyze performance and use data to guide recommendations and decisions.

This position is based in Toronto, Ontario, and follows a hybrid schedule with three days per week in the office.