Acquisition Lead

**About us**

Since the 1930s, the way we commute, socialise and even how we make payments have changed, and yet our fundamental approach to the healthcare system hasn’t.

At Ordinary Folk, we’re reimagining the building blocks of healthcare, through Noah, Zoey, and Cyrus. Noah allows men to receive remote diagnosis and treatment across varying areas of care. Through Zoey, women’s sexual wellness and fertility journeys are supported with thoughtful products and services. Cyrus, our modern logistics fleet makes ultra fast deliveries for medication with the help of AI.

**About the Role**

As Acquisition Lead at Ordinary Folk, you will architect and implement our next-generation acquisition strategy across APAC markets. This role transcends traditional performance marketing to focus on building sustainable growth through quality user acquisition. You'll lead our evolution toward a more sophisticated marketing approach that balances immediate performance with long-term value creation.

**Strategy & Leadership**
- Design and implement innovative acquisition strategies that balance quality and pure volume
- Manage external partner agencies and mentor team members, fostering their growth while ensuring campaign excellence.
- Develop and optimize new marketing quality frameworks, own budget allocation and optimization across channels, with ROI targets
- Lead the evolution of our messaging strategy and channel approach
- Balance performance marketing with brand building initiatives, lead weekly performance reviews and monthly retrospectives
- Guide cross-functional teams toward shared growth objectives

**Campaign Management**
- Establish and optimize advanced marketing quality metrics across paid social, paid search, organic social and emerging platforms.
- Develop novel approaches to user qualification, create sophisticated testing frameworks across channels and oversee A/B testing to continuously improve acquisition strategies.
- Build comprehensive measurement systems for both immediate and long-term success indicators

**Creative & Analytics**
- Partner with creative teams to develop resonant narratives for different market segments while ensuring regulatory compliance.
- Create frameworks for testing and optimizing market fit
- Drive continuous improvement in both quality metrics and business outcomes
- Ensure creative strategies align with healthcare regulations, monitor market trends to identify opportunities.
- Drive continuous improvement in both quality metrics and business outcomes

**Qualifications**:

- Proven experience managing acquisition campaigns.
- Track record of scaling campaigns from US$100K to US$500K+ monthly spend while maintaining efficiency.
- Experience in developing sophisticated marketing measurement frameworks
- Proven ability to balance immediate results with long-term objectives, Strong background in both performance marketing and brand building.
- Experience in managing and developing team members.
- Strong creative intuition with ability to identify and articulate what makes ads perform well across different platforms.
- Excellent communication skills.
- Demonstrated ability to balance creative and analytical aspects of marketing.
- Experience in healthcare or regulated industries preferred.

**Experience**:

- 8+ years of strategic marketing experience in media agencies, consulting companies preferred.
- Track record of building and implementing new measurement frameworks.
- Experience managing substantial monthly budgets ($200K+).
- Proven success in multi-market campaigns, preferably with a focus on APAC.
- Background in healthcare, wellness, or other high-consideration categories preferred.

**Why join Ordinary Folk?**

Our mission is to revolutionise the way people access medical treatment.

We’ve built brands tailored to the differing needs of people across diverse Asian cities, and delivered healthcare solutions the modern way — online and to your doorstep.

Working with medical professionals in each country, who are armed with decades of expertise in their specialised fields, allows us to tailor treatment plans that work for the broad range of individual needs for their local populations.

**Looking for the highlights?**
- We’re one of the fastest-growing healthcare companies in Asia.
- You’ll be working alongside team members who’ve joined us from companies like BBH, Grab, Unilever, Ogilvy and IDEO.
- Join a team of 20+ on the ground floor of an exciting start-up ready to blast off.
- Employee equity scheme giving you a share in the company and the work we do.
- A development allowance so you can upskill yourself and your career.

**What is working at Ordinary Folk like?**

We’re not your stereotypical healthcare company. We’re a bunch of creatives, entrepreneurs and tech-driven individuals from a wide range of cultural backgrounds - all with a focus on delivering better health to people.

Our team is based around Asia and as long as you’re between GMT+7 and GMT+11, you