Head of Marketing

Job Description — Head of Marketing (path to CMO)

Role title

Head of Marketing

Reports to

Chief Commercial Officer, Martin Joaquin Palaña

Location

GoRocky office 5x a week on-site

Employment Type

Full-time Employment, Probationary

About GoRocky

GoRocky Medical Inc. gives Filipinos discreet, doctor-guided care for the health problems they're least likely to talk about. We connect patients to licensed physicians, diagnostics, and FDA-licensed partner pharmacies through telemedicine.

We run two brands. GoRocky covers sexual health, hair loss, and weight management for men. Kindred is our women's health brand, which also operates a physical clinic at Serendra, BGC.

The Role

Owns full-funnel marketing strategy and execution — organic and paid — across GoRocky (men's health) and Kindred (women's health), with direct accountability for revenue growth, not just brand awareness or top-of-funnel metrics. Directly manages the marketing team; partners closely with Category Leads, who report directly to the CEO.

Mandate

This role exists to make marketing a revenue driver, not a cost center. Awareness, content, and brand work are means to an end — the end is sales. The Head of Marketing is judged on pipeline contribution, CAC efficiency, and revenue growth, with brand-building as a supporting function rather than a standalone objective.

Responsibilities

Organic

• Own SEO strategy and execution across both brands — content, technical SEO, link building — with clear targets tied to qualified traffic and conversion, not just rankings or impressions. Partner with a dedicated SEO resource on the tech team to execute technical SEO initiatives.
• Own organic social strategy across all channels, ensuring content drives consideration and conversion, not just engagement vanity metrics.
• Direct content strategy (blog, video, social) in partnership with brand and clinical teams to ensure messaging stays compliant, credible, and conversion-focused.

Paid

• Own paid media strategy across search, social, display, and emerging channels, in partnership with Category Leads to align spend with category-level CM targets.
• Lead influencer and affiliate strategy — selection, negotiation, performance tracking — treating these as paid acquisition channels with ROI accountability, not just brand exposure plays.
• Own PR strategy and execution, prioritizing PR that drives credibility and trust signals that convert, over pure media mentions.
• Own events strategy (sponsorships, activations, partnerships) with clear ROI frameworks before committing budget.

Growth & Revenue

• Set and own marketing's contribution to top-line revenue and CM targets, in direct partnership with leadership and Category Leads.
• Build and maintain a unified view of CAC, LTV, and channel-level ROI across both brands to guide budget allocation.
• Continuously test and scale acquisition channels based on payback period and CM contribution, killing underperforming channels quickly.
• Partner with Category Leads and GoRocky/Kindred leadership to ensure marketing campaigns are built around what each category needs to hit sales targets — not generic brand campaigns.

Brand

• Own brand consistency and voice across GoRocky and Kindred, using the existing brand handbook as the foundation.
• Ensure brand investment is justified by downstream commercial impact — awareness for its own sake is not a success metric.

Team & Org

• Directly manage and develop the marketing team — covering paid media, social, and brand support — into a high-performing, commercially-accountable function.
• Set clear, revenue-linked KPIs for each function and team member; report performance transparently to leadership.
• Bring AI-forward ways of working into the marketing org — tooling, automation, and AI-assisted creative/content production — to drive efficiency and speed.

Qualifications

• 7+ years in marketing leadership, with demonstrated ownership of both organic and paid channels
• Track record of being measured on revenue/CM contribution, not just brand or awareness KPIs — able to speak fluently in CAC, LTV, ROAS, payback period
• Experience managing influencer, affiliate, PR, and events programs with ROI discipline
• Experience building and leading a marketing team across multiple disciplines
• Comfortable working in a fast-moving, founder-led environment with direct exposure to commercial leadership
• Healthcare, DTC, subscription, or regulated-industry experience a strong plus
• Fluency with AI tools for marketing execution (content, creative, analytics, automation)

What success looks like

• Marketing-attributed revenue and CM growth quarter over quarter
• Improving or stable CAC across categories despite scaling spend
• A marketing org that Category Leads see as a growth partner, not a service desk
• Brand equity that compounds — but never at the expense of sales performance