VP Consumer Growth

Aios Medical (Fella Health); Remote; GBP 147,000 - 295,000; Full time

Job summary

A leading consumer health company is seeking a VP of Consumer Growth to drive profitable growth for its brands. This role involves leading teams across strategy, analytics, brand management, and advertising to scale customer acquisition in a dynamic market. The ideal candidate will have over 5 years of experience at a high-growth D2C company. Compensation includes a competitive salary and equity options, with a remote work policy allowing flexibility in hours.

Benefits

Above market salary

Equity options

Comprehensive medical insurance

Personal development budget

Health coaching

Qualifications

• 5+ years leading growth at a high-growth D2C company.
• Strong focus on metrics and proactive experimentation.
• Excellent at brand positioning and creative direction.

Responsibilities

• Lead strategy for consumer growth.
• Own brand strategy and creative direction.
• Manage teams across Ads, CRO, and Advocacy.

Skills

Growth strategy

Data analysis

Brand strategy

Creative direction

Paid media knowledge

Job description

Overview

About Aios Medical. Our overarching mission is to accelerate the mass-market global adoption of consumer biotech products so every human can live at least 100 healthy years. Our immediate focus is excess bodyweight. We are accelerating the global take-up of GLP-1 medications by increasing their accessibility to help solve obesity worldwide. To do that, we’re building an AI-powered clinical operating system: ClinicOS. ClinicOS makes it effortless for consumer brands to easily offer direct-to-patient healthcare, globally. We work with external Brand Partners, as well as using this infrastructure to scale our own internal consumer healthcare brands.

Since we launched Fella Health in the US in June 2021, Fella has positioned itself as no-nonsense weight loss for busy bigger guys. Today, we operate multiple brands across the US & UK — our two biggest are Fella Health (US & UK) and Bolt Pharmacy (UK). Our infrastructure will have served 100 million patients worldwide by 2035. We’ll then use that direct-to-patient infrastructure to serve next-gen biotech products at-scale to increase the proportion of humans living at least 100 healthy years. In so doing, we’ll become the world’s first trillion dollar healthcare company.

How far along are we? We’ve grown >1000x since Aug 2021, >200x since Aug 2022, >40x since Aug 2023. We’re serving >40k customers with high NPS. We’re >$50M/yr revenue. We’ve been cashflow positive for >24mo. We’re a young startup and we’re just getting started. This is still Day 1 and all our work is ahead of us.

We’re backed by top healthcare & consumer investors: Y Combinator; Global Founders Capital — backed Facebook, Slack, LinkedIn, Revolut, Rocket Internet; AngelList Early Stage Fund (backed by Naval Ravikant); BrandProject (venture-builder behind 2 unicorns); and the founders of Indeed, Curative (unicorn), Alan (unicorn), Kaia Health (>$300mil valuation), Vouch Insurance (>$500mil valuation), Not Boring (Packy McCormick).

You can read more about working with us here: Working at Aios Medical.

The Opportunity: VP Consumer Growth

We’re building a world-class team. As VP Consumer Growth at Aios Medical, your fundamental role is to nail a profitable growth machine for our consumer brands. We expect ~10x growth in 2026. You’ll lead a team which is rapidly scaling a robust, low-CAC growth engine that adapts to market changes. Our growth strategy must remain at the frontier of the rapidly changing global consumer obesity market and we need an A* team to execute. You’ll lead us to 1M customers and beyond. If you nail the role, you’ll be the top candidate for CMO of our consumer brands. This is a full-time, fully remote role, and you’ll work mostly async in the timezone of your choice — as long as you’re around until midday Pacific Time every weekday. You’ll have flex in your calendar for kids if you have them — many of our team have kids so we’re kid-friendly. This is a very senior role. You’ll report directly to me, Richie :) (our CEO). I’m intense, so you’ll also be intense. You’ll work long days and regularly work weekends. You’ll work most closely with me, our Head of Paid Media (Dave Lane) who’s built our growth machine since 2021, and the rest of the Growth team. You’ll lead everything in Growth, so the whole existing Growth team will report to you.

Key responsibilities

• Strategy: Our growth strategy must remain at the frontier of the rapidly changing consumer obesity market and we need an A* team to execute.
• Analytics: Tooling is changing rapidly and our numbers drive our decision making. You’ll own the decision on what stack to use and guide its implementation.
• Brand: You’ll own our brand strategy, brand identity, and creative direction. There are generational brands to be built during the GLP-1 takeup wave — it is your job to capture that zeitgeist.
• Ads + CRO + Creative: You’ll lead the Ads team which creates ad campaigns with superb creative that convert at low CAC across multiple channels. You’ll lead the CRO team which thinks, tests, and optimizes to improve conversion. You’ll lead our in-house creative team to consistently produce bold ads that convert, taking big swings as well as guiding subtle optimization.
• Affiliates: Once a funnel works, you’ll lead the Affiliates team to open that up to affiliates on a CPA model.
• Lifecycle: You’ll lead the Lifecycle team nurturing leads to convert via personalized journeys. Use email, SMS, Whatsapp, voice - all powered by AI.
• Advocacy: You’ll lead the Advocacy team channeling happy customers into brand advocates: writing positive reviews, posting UGC, and most importantly referring new customers in a powerful flywheel.
• SEO/GEO: AI-powered SEO works. GEO is a rapidly expanding blue ocean. You’ll rapidly scale up this team’s work.
• Unhinged Social: Power laws dominate on social, and unhinged wins. You’ll grok the zeitgeist and lead the Social team to generate hype.

KPIs

• Monthly Active Patients/Subscribers
• End of November 2025 ≈ 35k
• Target for end of 26Q4 ≈ 350k (≈10x/yr)
• Annual Global Revenue
• End of November 2025 ≈ $75M
• Target for end of 26Q4 ≈ $750M (≈10x/yr)

Qualifications

• Experience: 5+ years leading growth at a high-growth D2C company with clear ownership scaling past $100M/yr. Healthcare experience is not required. Preference for those who understand the speed of a high-growth startup.
• Performance: Knowledge of the 2025 paid media landscape; likely direct-response online ads is your main background.
• Analytics: Strong focus on metrics, proactive experimentation, and a clear process for generating and prioritizing ideas. Strong interest in analytics stack and full customer lifecycle experiments with clear attribution.
• Brand: Excellent at brand, understands the customer, nails positioning, and provides compelling creative direction.
• Trenches: Comfortable doing hands-on work when needed and not afraid to grind it out.
• Strategy: Able to operate both in the trenches and at 30,000 ft, making big swings and ensuring alignment with strategy.
• Hiring: Builds a team of A-players and holds high standards for competency.
• Excellence: Highly capable in meta-skills, fast learner, highly organized, able to manage multiple projects, and adaptable to change.

Nice to have

• Agentic: Doer who has tackled important problems, taken risks, and possibly founded something before.
• Systems: Ability to build systems and focus on root causes of problems.
• Figure it out: Adaptable and resourceful in various environments.

Our cultural standards

• Belief in the mission: We aim to serve 100 million patients by the end of 2035 and transform the lives of our patients.
• Unwavering integrity: Operate with ethics and transparency in ambiguity.
• Only the paranoid survive: Prepare for challenges and stay focused on long-term goals.
• If we’re average we fail: Strive for insanely great execution and reject incompetence.
• Commitment to candor: Provide and expect direct, transparent feedback.
• Maniacal sense of urgency: Execute with intense speed and focus.
• Enduring frugality: Be prudent with resources and avoid waste.
• Bulldozing barriers: Be relentlessly resourceful and self-reliant.
• Keep your head down: Do meaningful work without chasing short-term status.
• The power of focus: Know your One Thing and master it.

Compensation & Benefits: You get paid above market salary and equity. Compensation range: $200k-$400k/yr plus 0.2%-1.0% equity. Benefits include comprehensive medical insurance, remote work, personal development budget, personal wellness budget, GLP-1 clinic membership, health coaching, work coaching, equipment, and culture-shaping opportunities.