Chief Marketing Officer (CMO) / Head of Growth

About the role

Bublishing is a bootstrapped, direct-response ecommerce brand in the natural health space that sells premium physical products through high-volume short-form video advertising, with daily ad spend on Meta and YouTube and customers in 10+ countries. It has a 40-person marketing department but needs a strategic marketing leader. The CMO / Head of Growth reports to the Founder / CEO, works remotely worldwide (European timezone preferred), and can be full-time or fractional.

Key responsibilities

• Own the overall marketing strategy and roadmap to achieve massive scale.
• Diversify channels beyond the current primary ones into paid, organic and offline channels such as TV, direct mail, podcasts, affiliates and influencers.
• Set creative strategy at portfolio level and define which angles, formats and concepts win across channels and markets.
• Define international expansion strategy across new language markets.
• Develop the team by identifying leadership gaps, promoting talent and building an independent marketing organisation; day-to-day operations are handled by a Creative Project Manager.
• Own the marketing P&L, scaling spend while keeping contribution margin targets.

Required profile

• Proven track record of scaling a DTC or ecommerce brand from $10M to $50M+ (or $50M to $100M+) as CMO, VP Marketing or equivalent.
• Deep understanding of direct-response economics: ROAS, contribution margin, creative testing velocity and scale constraints.
• Experience managing multi-channel paid media at significant daily spend and leading teams of 20+ marketers.
• Achieved status: doer, not theorist, comfortable making decisions with incomplete data.
• Nice to have: experience in health, wellness, supplements or publishing; marketing to audiences aged 50+; retail, TV or international market entry.