Head of Growth & Marketing

About The Lanby

The Lanby is a membership-based concierge practice in New York that brings primary care, functional medicine and wellness under one roof, for the whole family. We’re built on hospitality as much as clinical care: prevention and root-cause medicine, delivered in a way that feels premium but never cold.

The Role

The Head of Growth builds the three engines that turn interest into members and members into ambassadors: lifecycle marketing, referral and word of mouth, and paid acquisition. You’ll be accountable for one number above all others: qualified members joining at a cost the business can sustain, and staying.

This is a hands-on senior role. You’ll set the strategy and build it yourself, using AI that already knows our brand voice to create content and agencies to extend your reach. You own the budget, the agencies and the results. You report to the Founder & CEO, who continues to lead brand and key relationships.

What You Own

Three engines are yours end to end:

• Lifecycle marketing: The full member journey after first touch, including nurture for prospects who aren't ready, consult reminders and follow-up, onboarding, engagement, renewal and win-back. Built as automated email and SMS flows, tested and measured. You'll work closely with our Member Advocates, clinical team and front desk.

• Referral & word of mouth: A referral engine that makes it easy and rewarding for members to bring friends and family, including ambassadors, review generation and turning member love into measurable new members. You'll work closely with the Founder and Member Advocates.

• Paid acquisition: Strategy and performance across Google Ads, Meta, PMax and anything worth testing. You can run accounts yourself and hold agencies to clear standards.

Also yours:

• Conversion: The path from inquiry to signed member. You'll join consult calls regularly and fix what stalls people.

• Content: All marketing content, including email, SMS, social, blog, landing pages and ad creative. You'll produce it with AI tools already trained on The Lanby's brand voice, then edit and hold the quality bar so everything sounds like us.

• Website, social & SEO: Landing pages, organic social, blogs, site conversion and search, so traffic becomes consults. You set the social strategy and content; day-to-day posting and community management are handled by an agency or freelancer you hire and manage.

• Events: Turning every event into members through guest lists, lead capture and follow-up that converts. You'll coordinate in-office event prep with our office managers and attend events in person, networking alongside the Founder.

• Budget & vendors: The growth budget, its allocation by channel, and every agency and tool contract.

• Measurement: One weekly dashboard across acquisition, conversion, referrals and retention, with attribution you trust.

• AI & tools: A lean, AI-first stack that lets one person do the work of a small team.

Founder-led, with your support: brand voice, PR and strategic partnerships. You'll make sure each one feeds the funnel, with lead capture and follow-up that converts.

How Success Is Measured

You’ll be measured on members, not activity. Specifically:

• Cost to acquire a new member comes down meaningfully in your first year, without lowering the quality of who joins
• Referral share of new members grows, with a referral program members actually use
• Show and close rates rise as lifecycle follow-up catches prospects before they drift
• Renewals and reviews are tracked, owned and moving up
• Lifecycle flows are live for every stage of the journey within your first two quarters
• Events produce tracked leads and members, not just attendance

Your first 90 days

1. Sit in on consult calls weekly and write down the top five reasons people join and the top five reasons they don’t.
2. Set up an AI content workflow using our brand voice and ship content on a consistent weekly cadence.
3. Ship one marketing dashboard covering every metric above, updated weekly.
4. Audit every channel and vendor: what it costs, what it returns, and what you’d cut, keep or test.
5. Present a budget and channel plan for the next two quarters, built from target cost per member.
6. Set baselines and proposed targets for close rate, referrals, reviews and renewals.

Experience We’re Looking For

Must have

• 5+ years in growth, lifecycle or performance marketing, including at least 2 years owning results end to end (budget, channels and outcomes) at a startup or small business
• A track record of growing a membership, subscription or high-consideration service business, where a sale takes a conversation, not a click
• Lifecycle marketing you built yourself: segmented, automated email and SMS flows with results you can quantify
• A referral or word-of-mouth program you designed that produced measurable customers, not just buzz
• Hands-on command of Google, Meta and PMax: you can run the accounts yourself, not just read an agency report
• Daily, practical use of AI to create content and move fast, with the judgment to edit it into something that sounds human and on-brand
• Fluency in funnel math and attribution: CAC, show rate, close rate, LTV, retention, and how a change in one moves the others
• Comfort pulling and analyzing your own data, and running disciplined experiments

Strong plus

• Premium health, wellness, hospitality or luxury consumer brands
• Growth in a local, high-trust service business, where referrals do most of the work
• Experience on the selling side: consults, sales calls or client-facing roles
• Event marketing that produced measurable customers
• Working knowledge of healthcare marketing rules (HIPAA, testimonials, claims)

Who You Are

• An owner, not a coordinator. You see a problem in the funnel and fix it before anyone asks. You’d rather bring a recommendation than a question.
• A builder. You’re energized by starting from zero. You’d rather ship it yourself than wait for a team.
• Numbers first, taste always. You live in the data, and you know a premium brand can’t be grown with tactics that cheapen it.
• Close to the customer. You’d rather hear ten consult calls than read a survey. You notice the exact words members use and put them to work.
• Good in a room. You’re comfortable at events, meeting prospects and partners, and you follow up the next morning.
• Warm, with high standards. People like working with you and know where they stand. You give direct feedback to agencies and partners, kindly and early.
• Confident enough to push back. You’ll challenge the founder with data and a clear point of view, then commit fully once a decision is made.
• Hospitable by instinct. You understand that in concierge medicine, every touchpoint is the product.

Details

• Reports to: Founder & CEO
• Works with: Agency, freelance and vendor partners; no direct reports to start
• Location: New York City, with in-person presence at events
• Benefits: Medical benefits, PTO, Lanby membership