Digital Marketing Manager
Company Background:
We’re excited to be hiring an experienced and digitally-driven Marketing Manager to join our team on a permanent basis. At Webdoctor.ie, we are Ireland’s largest and most trusted Telehealth provider, with a Trustpilot rating of 4.8, reflecting the quality and care we deliver. Driven by experienced clinicians and innovative technologists, we are redefining healthcare, making it more accessible and efficient for patients and clinicians.. Our success is built on clinical excellence and creating accessible, high-quality care pathways. We're in a competitive, fast-moving market and need a strategic marketing leader who can position us for continued market share growth while building lasting brand loyalty.
Job Description & Key Responsibilities of this Role:
This is a solo role requiring someone who can independently drive marketing strategy and execution while working cross-functionally with clinical, product, and operations teams. Your number-one focus is growing patient LTV through digital activity - turning first-time consultations into long-term, multi-service relationships across our specialist services (Online GP care, ADHD, Dietetics and more) and our hybrid care offerings launching in 2026. You’ll own email marketing (ActiveCampaign) and organic social, and you’ll partner closely with our paid social agency, to make sure paid acquisition and our owned-channel CRM work as one funnel. Throughout, you’ll be the team’s go-to on what we can and can’t say - working within HPRA guidance, the ASAI Code, and the Medicinal Products (Control of Advertising) Regulations 2007 (S.I. No. 541/2007).
If you thrive where clinical quality meets accessible care, and you enjoy the craft of squeezing more value out of an existing customer base through smart segmentation, lifecycle journeys and creative testing - this is the role for you
Lifetime value & CRM
- Own the LTV growth roadmap for the Webdoctor.ie patient base — defining the cross-sell and upsell journeys that move patients from a single GP consult into our broader specialist and hybrid care services.
- Design, build and continuously optimise email marketing automations in ActiveCampaign — onboarding, lifecycle, win-back, post-consult follow-up, service-specific nurture, and transactional/clinical comms in partnership with the clinical team.
- Develop segmentation and personalisation strategies that respect both consent (GDPR / ePrivacy) and the limits of what can be communicated about prescription-only medicines and clinical services under Irish law.
- Define and report on LTV, repeat consultation rate, cross-service adoption, churn and email engagement KPIs.
Organic social & content
- Own the organic social strategy and calendar across our channels - translating clinical expertise into patient-friendly content that builds trust, drives engagement and supports each specialist service.
- Drive organic growth through SEO, content marketing and owned channels to build sustainable traffic and reduce blended acquisition costs.
Paid social (agency-led)
- Manage the relationship with our paid social agency - set briefs, approve creative and copy, sign off on targeting, and hold the agency to performance KPIs (CPA, ROAS, CAC payback).
- Ensure paid creative, landing pages and audiences are aligned with our CRM journeys so paid and owned channels compound rather than compete.
Regulatory & brand stewardship
- Act as the marketing team’s first line of review for healthcare advertising compliance, working within the
Medicinal Products (Control of Advertising) Regulations 2007 (S.I. No. 541/2007),
HPRA guidance, and the
ASAI Code.
- Build brand awareness and loyalty for Webdoctor.ie, positioning our clinical excellence and accessible care pathways against competitors in the crowded digital health market.
- Create and manage ad creative and copy across owned and paid channels - keeping a clear, compliant, patient-first voice.
Cross-functional & operational
- Work cross-functionally with clinical, product and operations teams so marketing reflects real care pathways and clinical standards.
- Support the marketing strategy for our first in-person clinic and the rollout of new specialist services.
- Manage website optimisation initiatives with internal and external partners to lift conversion and improve patient experience.
- Manage monthly and annual budgets for the B2C channel in line with our go-to-market strategy.
- Define reporting and dashboard requirements and proactively communicate channel and campaign effectiveness to stakeholders.
Candidate Requirements:
You thrive in scaling startup environments where you can work independently while collaborating cross-functionally. You balance creative and analytical thinking, execute across multiple campaigns simultaneously, and have a track record of driving growth in competitive markets. This is a solo marketing role, you won't manage a team, but you'll need to influence clinical, product, and operations stakeholders:
- Marketing/ Business/ Digital Marketing/ Data 3rd Level Degree, or related field.
- At least 4+ years’ experience in digital marketing within scaling startups or competitive consumer markets, with proven ability to work independently.
- Demonstrable track record of growing customer LTV through email and CRM - ideally hands-on with ActiveCampaign (or comparable platforms such as HubSpot, Klaviyo, Customer.io). You can show specific lifecycle programmes you’ve designed, the segmentation logic behind them, and the LTV / repeat-purchase impact they delivered.
- Expert-level knowledge of GA4, GTM, and modern CRM/ESP platforms. Working knowledge of Meta Ads Manager and Google Ads. Experience with data visualisation tools .
- Proven ability to manage multiple concurrent campaigns across paid channels (PPC, paid social, display) and organic channels (SEO, content, email), with demonstrated success in competitive markets .
- Obsessed with performance metrics & comfortable with data.
- Experience in scaling startups, particularly in healthcare, digital health, or other competitive consumer markets is highly valued.
- Working understanding of, or strong willingness to quickly master, Irish healthcare advertising rules - HPRA guidance, the ASAI Code, and S.I. 541/2007 - and how they shape what we can say about prescription-only medicines, clinical services and patient outcomes. Experience in healthcare, pharma, financial services or another regulated B2C category is a strong nice-to-have.
- Excellent communication and prioritisation skills, with superb attention to detail.
- Excellent listening skills & fluency in the English language, both written and spoken.
- Highly self-motivated and capable of working independently in a solo marketing role while collaborating effectively across teams.
- Willingness to work remotely, but also happy to work the odd day in a shared office space in Dublin if required.
You’ll Receive the Following Benefits:
- Competitive salary.
- 22 day Annual leave + statutory public holidays /flexible holidays entitlement so you can take time off when you need it.
- Medical cover via unlimited medical consultations offered by our platform for you and your family.
- High performance hardware - we operate exclusively on macOS.
- Pension with 3% Employer Contribution following 6 months probation.
- Remote work, with home office start up budget.
- Discounted Group Laya healthcare - 10%, dental 50%.
- Bike to work scheme.
- Tax saver travel tickets if required.
- 24/7 free access to Employee Assistance scheme.
Compensation70k
