Founding Growth Marketer for an AI-powered lifestyle coaching company

About

FitMate is the lifestyle layer for weight loss that makes GLP-1 treatment work - and delivers on its own without it. Every member gets a dedicated 1:1 certified coach across both nutrition and strength, made affordable by AI that watches every meal and every workout, so the coach steps in the day someone drifts rather than at the next session.

It's the founder's 2nd startup mixing human and AI to make human services more accessible (first one sold post-Series A).

We're funded and trusted by clients, medical providers and employee benefits platforms.

A founding seat on consumer growth.

We're looking for a Founding Growth Marketer to run consumer acquisition with the founder: the paid engine on Meta, the creative that feeds it, the pages it lands on, and the organic channels that lower what we pay for the next member.

You'll work directly with the founder. We set strategy and budget together and I'll be in the account with you early on — but the day-to-day is yours: the testing calendar, the creative briefs, the optimisations, the weekly read on what's working. As you build trust with the numbers, you take more of the call.

This is a founding seat, not a bench role. There's no media buyer above you, no agency between you and the account, and no brand team producing creative for you. We're writing the playbook, and you'll hold the pen on most of it.

Requirements

Run the spend, feed it creative, and compound the organic side.

Paid — mostly Meta

• Run the Meta account day-to-day — structure, audiences, bidding, exclusions, scaling and pulling back.
• Ship creative at volume: brief and cut UGC, statics and short-form video, write the hooks, and keep a testing calendar running every single week.
• Build and test the landing pages and funnel — quiz, offer, checkout, first-session booking. The ad is half the CAC; the page is the other half.
• Keep tracking and attribution honest — pixel and CAPI, events, UTMs, post-purchase survey, and a view of blended CAC we'd both bet the budget on.
• Extend where the math works — Google, YouTube, TikTok, Reddit, newsletters, creators and affiliates. Meta first, then whatever earns its place.

Organic

• SEO and AI search — build out our/learn library so we get found in Google and cited by ChatGPT, Claude and Perplexity when someone asks what to do about muscle loss on a GLP-1.
• Organic social — Instagram, TikTok and YouTube Shorts, with the same hooks you're already testing in paid. Winning organic becomes paid creative and back again.
• Community — Reddit and Facebook groups where these conversations actually happen, showing up usefully rather than posting links.
• Lifecycle — email and SMS from first click through to retention, so paid isn't carrying the whole funnel.

The numbers

• Own the dashboard — spend, CPM, CTR, hook rate, CPL, trial starts, trial-to-paid, CAC by channel and cohort, retention and payback. Reported weekly, without being chased.

You have to be AI-native to work at this scale.

One person here does the work of a team. That only holds if AI is doing the research, the first drafts, the creative variations, the reporting and the repetitive account work — and you're the one wiring it up.

We expect you to automate your own job continuously: scripts and agents that pull performance data, flag fatigue, generate variants, draft the weekly readout. If AI isn't already how you work, this isn't the job.

You've run the account yourself, not just sat next to it.

• You've spent 2–4 years running paid social for a consumer product — D2C, subscription or app — with your own hands in the account, not through an agency.
• You've owned real Meta budget and can talk through a month where CAC moved the wrong way, what you diagnosed, and what you did.
• You know your numbers cold and can show us a creative test you ran that worked — the hypothesis, the variants, the result.
• You're creative and analytical at once: you can write the hook and read the cohort report, and you don't think those are two different people's jobs.
• You iterate fast — weekly creative cycles, not quarterly campaigns — and you're comfortable being wrong in public and moving on.
• You've touched the organic side too: SEO, content, or a social account you grew yourself.
• You're early in your career and want a founding seat rather than a rung on a ladder — no manager, no support staff, no playbook.
• You write well. Most of this job is a sentence landing on someone scrolling at 11pm.
• You care about health, fitness and behaviour change personally. This is a product people trust with their bodies, and it shows in the work when you mean it.

Bonus if you have

• Worked on health, fitness, wellness or telehealth — you know what you can and can't say in an ad.
• Shot or edited your own creative, or run a creator and UGC pipeline.
• Run a subscription funnel where retention and payback mattered more than first purchase.
• Built your own automations — n8n, Zapier, scripts, LLM workflows — to remove your manual work.

The tools you'll own from day one.

• Paid — Meta Ads Manager first, then Google, TikTok, YouTube and Reddit as they earn it.
• Creative — UGC and creator pipeline, CapCut or equivalent, AI image and video generation, a creative library you keep organised.
• Funnel — landing pages, quiz and checkout, A/B testing, CRO.
• Measurement — GA4, Meta pixel and CAPI, PostHog, post-purchase survey, blended CAC reporting the founder actually trusts.
• Lifecycle — Klaviyo for email and SMS.
• Organic — SEO tooling, our /learn content system, and the social accounts.
• AI — Claude and LLM-driven research, copy, creative variation and reporting — used with judgment, not on autopilot.

Benefits

Competitive base + performance upside.

Base plus a bonus tied to the numbers you own — acquisition volume at target CAC, not vanity metrics.

What it's like at FitMate

• We move fast and build things that ship.
• We challenge ideas (not people) and focus on what works.
• Everyone contributes to product ideas — no silos.
• We care about impact, not process for its own sake.
• We're in this to help real people change their lives — and the feedback reminds us why it matters.

See us on Glassdoor for what it's like working here, and on Trustpilot for what our clients think of us.