Head of Marketing

Rouge Care · Canada · posted today ago

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About this role

About Rouge Care

Rouge Care is a premium red light therapy company building the future of health technology through clinically inspired wellness devices, software, and design. We're looking for a Head of Marketing to own the brand, the demand engine, and the one number that decides whether we grow profitably.

Role Overview

The Head of Marketing owns marketing at Rouge Care end to end — brand, creative, paid acquisition, lifecycle, content and earned media, and the measurement behind all of it. You lead a small in-house team plus a freelance creative layer, you own the budget, and you sit on the leadership team. This is a head-of-department seat, not a channel specialist role: you set the plan, you make the calls, and you are accountable for the outcome.

A few things make this different from a standard DTC marketing seat. Rouge Care is a modern wellness brand, not a device company — spec-sheet marketing is off-brand, and the work is helping people feel, perform, recover, and age better. Our economics are acquisition-led: most customers buy once, come back for accessories, and upgrade when a new hardware generation earns it. That means CAC has to pay back on the first order, and the real levers are AOV, referral, owned content, and long-cycle nurture — not a 90-day repeat rate. And we sell in six markets, with the US as the largest.

You'll be measured on one number: blended MER, anchored to contribution margin, with new-customer CAC and payback as the leading indicators. We run on EOS — weekly Level 10, quarterly Rocks, a scorecard — and you'll bring that discipline into the marketing team.

Reports directly to the COO.

What You'll Own

Brand & Creative

Own the positioning and the message: what Rouge Care stands for, in the words customers actually use, consistently across every market and channel.
Direct the creative engine — creative strategy, in-house and freelance creative talent, and a testing pipeline that produces enough volume to learn fast without diluting the brand.
Hold the premium bar. Every ad, email, and page should look and sound like a wellness brand people trust, not a hardware spec sheet.

Paid Acquisition & Performance

Own the paid media plan and budget across Meta, Google, TikTok, and marketplace advertising, and the split between awareness and conversion spend.
Lead the media buying team to scale new-customer acquisition profitably, judged on true MER and payback — not platform-reported ROAS.
Open and scale new markets with a repeatable playbook: localization, offers, creative, and channel mix that transfer cleanly from one country to the next.

Lifecycle & Owned Channels

Own email and SMS (Klaviyo) as a revenue channel: flows, campaigns, segmentation, and the long-cycle nurture that keeps customers engaged between hardware generations.
Grow revenue per customer — bundles, accessories and stands, upgrade campaigns at each new launch, referral, and reviews.
Build the launch playbook with Product so every new generation, accessory, and software feature lands with a full go-to-market plan.

Content, Community & Earned Media

Lead PR, organic social, creator and influencer programs, community, and SEO/AEO as a coherent visibility engine, not a set of side projects.
Make our science and our customers' results the story: education-led content that earns trust before the first click.
Partner with Sales and Strategic Partnerships on B2B, practitioner, and corporate wellness marketing so the brand shows up consistently everywhere it sells.

Web, CRO & Measurement

Own the Shopify storefront and PDPs as conversion assets, with a standing CRO cadence and a clear view of what the top competitors are doing better.
Own the marketing dashboard and attribution stack (Triple Whale and first-party data): MER, CAC, contribution by channel and by cohort, reported weekly and trusted by the leadership team.
Run the marketing operating rhythm — annual calendar, quarterly plan, weekly scorecard, budget and forecast — so the department runs on a system rather than on you.

What We're Looking For

7+ years in DTC or e-commerce marketing, with at least 3 years leading a team and owning a P&L-level number (MER, CAC, or contribution margin).
Proven track record scaling paid social and search profitably on seven-figure annual budgets, with a clear-eyed view of incrementality and attribution.
Experience with premium, considered-purchase products — high AOV, long consideration cycles. Wellness, health-tech, or consumer hardware is a strong plus.
Brand instinct and performance discipline in the same person: you can direct a creative and read a cohort analysis in the same afternoon.
A builder of teams and systems — hiring, briefing, managing freelancers, and running a weekly cadence that makes the team better without you in every room.
AI-native marketer who uses AI tooling instinctively for creative volume, research, analysis, and speed.
Comfortable working autonomously in a remote environment, taking ownership, and moving fast.
Bonus: Klaviyo, Shopify, and Triple Whale; Amazon marketing; multi-country expansion; experience operating inside EOS.
Bonus: bilingual French/English (Montreal headquarters).