The posting
MAXIMUS IS LOOKING FOR A HEAD OF GROWTH & MARKETING (VP).
Company: Maximus | Location: Remote (US) | Reports to: CEO | Type: Full-time, Executive
ABOUT MAXIMUS
Maximus (https://www.maximustribe.com/) is a mission-driven consumer performance medicine telehealth company that provides men and women with content, community, and clinical support to optimize their health, wellness, and hormones. Maximus has achieved profitability, 8-figure ARR, and is doubling year over year — with a strong cash position. We have raised $15M from top Silicon Valley VCs such as Founders Fund and 8VC as well as leading angel investors and operators from companies like Bulletproof, Tinder, Coinbase, Daily Stoic, and Shopify.
THE ROLE
We’re hiring a VP of Growth to run the growth engine. The core of the job is high-velocity, highly analytical experiment design: finding new levers that work, across advertising, creative, pricing, and the digital product, and finding them faster than the current ones fatigue. You set the testing agenda and hold the bar on what counts as a good experiment.
The defining requirement is the ability to think in connected customer journeys, not siloed channels: how a persona is defined, how creative and messaging speak to that persona, how that creative shows up differently on Meta versus paid search versus influencers versus affiliates, what landing experience each arrival deserves, and how we ultimately convert and retain that customer. Channel, creative, and site experience are one system — and you own the system.
Two things come with this role that growth leaders almost never get to own. First, the conversion flow: not just the landing page — the entire quiz flow, every step from first click through credit-card entry. Second, pricing: price points, offers, discounts, and plan structure across the portfolio, where there’s enormous leverage waiting for someone with the analytical chops to find it. If you’ve spent your career optimizing ads against a funnel somebody else controlled, this is the opposite of that job.
This is a hands-on job. You’ll inherit a team and an agency roster and reshape both as the strategy requires — hiring where there are gaps, holding the agencies to outcomes. You’ll also spend lots of time in spreadsheets and Ads Manager, and lately in Claude, looking at the nitty-gritty yourself. You’ll report directly to the CEO and hold the senior-most marketing seat in the company. The role is revenue-accountable: you take the company’s revenue target and build the strategy across the product portfolio (Testosterone, Weight Loss, Growth Hormone, and future verticals) to hit it.
WHAT YOU’LL OWN
The experimentation engine: the core of the job. Design and run a high-velocity testing program across advertising, creative, pricing, and the digital product: hypothesis quality, test design, statistical rigor, and the speed from insight to rollout. Build the team’s operating rhythm (planning, budgeting, creative reviews, reporting) around that cadence.
Money allocation, decided by incrementality and LTV. Own where the money goes, and back every allocation with data: incrementality and lifetime value, not last-click ROAS. That means knowing how to measure mid-funnel and upper-funnel activity, how to evaluate discounts analytically, and how LTV differs by product and channel in a business where the LTV math gets complicated. FP&A owns the forecast model; you own the levers inside it — spend, CAC, conversion, LTV by product line — and the results against it.
The conversion flow, end to end. The entire quiz flow through credit-card entry, not just the landing pages in front of it: messaging continuity from ad through intake to purchase, experimentation inside the flow itself in partnership with product and engineering, and the test discipline that keeps the wins real.
Pricing. Price points, coupons, offers, discount architecture, and plan structure across the portfolio, including long-term commitments — and the margin-versus-CAC tradeoff every one of these decisions moves. Discounting here is an analytical problem.
Lifecycle and CRM. Email and SMS as a real growth channel: cart-abandonment recovery, nurture for hesitant buyers, cross-sell across the portfolio, revival of lapsed customers. Run it with the same rigor as paid — experiments, holdouts, measured LTV impact. The customer should never feel a handoff, from ad to quiz or from checkout to inbox.
Persona-driven acquisition, creative, and the channel portfolio. The channel is a persona signal: the research-heavy buyer coming from branded search isn’t the validation-seeker coming from cold social. Define the persona for each channel and let it drive everything downstream. Own paid media, influencers, and affiliates, with enough diversification that no one platform dominates; own creative built for each persona, native to each channel, and judged on funnel outcomes. This is creative as a growth lever, not a brand job.
WHAT YOU’LL NEED
The bar, in one question. Be ready, at any point, to say where the next incremental dollar should go — more Meta spend, a deeper discount, a new quiz branch, an untested channel — and why. “I think it’ll lift the funnel” isn’t an answer; we want the test you’d run, the LTV math behind it, and what you’d cut to fund it.
- Command of incrementality and LTV: this is what we’re hiring for. You can design the incrementality test and defend the math; you can explain how you’d measure mid-funnel and upper-funnel activity, and how you’d evaluate a discount analytically; and you’ve dealt with a complex-LTV business firsthand — subscription, multi-product, or both.
- Still hands-on. You get into the weeds yourself (the ad account, the funnel data, the models) and did so this quarter, not three jobs ago.
- Connected-journey thinking. You can walk a funnel you owned end to end — persona, channel, creative, landing experience, conversion — and explain how each step informed the next.
- Direct ownership of post-click conversion: landing experiences, quiz- or intake-style funnels, checkout, lifecycle (email and SMS) — with structured experimentation and results to show for it.
- Pricing and offer experience: you’ve designed pricing, discount, or plan-structure tests and owned the revenue outcome.
- 10+ years in growth or performance marketing, including 5+ years leading teams, with a track record scaling a DTC subscription business built on a high-consideration product — a premium-priced purchase people research before buying.
- Ownership of a revenue number, not just a media budget — you built the plan tying spend to revenue and defended it to a CEO or a board.
- A builder profile: you’ve restructured or built a marketing org, hired senior channel leads, and managed agencies to outcomes.
- Nice to have: telehealth, regulated health, or wellness experience (health-claim ad policies, compliance-constrained creative), and experience marketing a multi-product portfolio with a distinct buyer per product.
WHAT SUCCESS LOOKS LIKE
This role moves fast; we expect the engine to be running within the first quarter. Specific targets get set together in your first 30 days.
By month 3: there’s a real testing cadence live across ads, creative, pricing, and the quiz flow; CAC, conversion, and LTV are instrumented by product so we trust the numbers; and you’ve made the first budget reallocations based on measured incrementality.
By month 6: conversion through the full quiz-to-credit-card flow is up; persona-matched journeys are shipping (right creative, right landing experience, right quiz flow for each buyer type); the first pricing wins are banked; and at least one channel beyond Meta has scaled past the test phase.
By month 12 and beyond: you’ve delivered the revenue target, CAC and LTV have both moved the right way, the team and agency roster fit the strategy, and the CEO and board trust your numbers because they hold.
Maximus Offers World-Class Benefits:
- At-cost employee access (50% off discount) to all Maximus protocols
- Full Suite Insurance: Medical, Dental, Vision, Life Insurance Premium Blue Shield Platinum PPO & HMO Health Plans (up to 80% coverage)
- Best-in-class 401K options
- Fully remote work. Flexible vacation/time-off policies
- Extended options exercise window for loyal employees (3 months for every year of service; e.g. 1 year for 4+ year employees)
Maximus is an equal opportunity employer, which not only includes standard protected categories, but the additional freedom from discrimination against your free speech and beliefs, as long as they are aligned with company values. We celebrate intellectual diversity.
Note: We utilize AI note-taking technology during our interview sessions to ensure we capture all answers and details accurately. Candidates are also encouraged to use AI note-takers for their own records if they wish.
