This is a rare opportunity to take full ownership of a mission-led app due to launch within the next few months and grow it with autonomy and freedom.
You’ll be joining early enough to shape proposition, brand and go-to-market from the ground up, with the backing of a global digital health and wellbeing service providing accessible, gender-affirming care to transgender, non-binary and gender-diverse people and those who support them.
The app will provide a safe and supportive digital space for people navigating deeply personal experiences around gender, identity and transition. Product-market fit has already been demonstrated, with over 20,000 prospects lined up for launch. An experienced head is required to maximise this audience and grow beyond.
You will need existing experience growing or running dating or community platforms.
What you’ll be doing
* Leading the launch and growth strategy for the app, from first users through to a scaled, engaged member base.
* Defining and owning positioning, messaging and tone of voice across marketing, product, website, lifecycle comms and community channels.
* Owning all growth levers - from paid acquisition and ASO to organic, content, community, partnerships and referrals.
* Shaping the end-to-end user journey so onboarding, engagement and retention feel supportive, high quality and safe.
* Building partnerships with aligned organisations, creators and communities to grow reach, trust and credibility.
* Feeding user insight directly into product development, working closely with product, clinical and technology teams to iterate quickly.
* Setting, tracking and reporting on growth, engagement and retention KPIs, with full accountability for performance.
* Getting inside the product experience - analysing usability, onboarding flows and in-app behaviours to remove friction and make it effortless for people to get value quickly.
* Owning the full trial-to-conversion funnel, understanding where users drop off and running experiments to systematically increase trial-to-paid conversion and early retention.
* Managing specialist suppliers, freelancers or early hires as the platform scales.
* Revenue will be generated on a subscription model, so you’ll ultimately own growth against MRR and engagement metrics
About you
* Proven experience scaling a dating or community led app or digital service, ideally with a subscription model.
* Hands-on growth operator: strong across acquisition, activation, retention and monetisation, with examples of what you’ve achieved and how.
* Data-fluent: comfortable diving into product analytics, cohorts and funnels to understand trial-to-paid conversion, identify friction points in the experience and turn insight into experiments that move the numbers.
* Comfortable working in an early-stage, fast-moving environment where you set the strategy and do the doing.
* Commercially minded, confident owning budgets and scaling investment.
* Excited by the idea of building in a space that is values-led, politically sensitive and genuinely life-changing for its audience.
* Deep familiarity with performance channels (e.g. Meta, Google, ASA), plus organic growth, content, influencers and partnerships.
* Motivated by ownership and accountability more than hierarchy or big-team management.
If you have lived or closely connected experience within trans, non-binary or gender-diverse communities, that’s a bonus but not a requirement; genuine empathy and a commitment to inclusive, affirming experiences are essential.
Essentials we’ll be looking for
* Experience working for a dating site or community led, consumer focused subscription app.
* Understanding of a breadth of marketing channels – Content, PR, Paid media and influencers
* Demonstrable growth in users, revenue or engagement through your input.
* An ability to drive relevant awareness without relying on big budget media spending.
* Willingness to work in a start-up style business with hands-on strategy and delivery in one.
Location, package and how to apply
This is a fully remote role, with a preference for candidates based in the UK to align with the wider team’s core hours.
* Salary: anticipated £60,000–£80,000 dependent on experience, with flexibility for exceptional candidates.
* Benefits: 25 days holiday, pension, and the opportunity to build and scale a meaningful new platform from the front.
* Start date: ASAP – candidates should be available to start with a notice period of no more than 6 weeks.
Please apply ASAP, or if this resonates but your CV isn’t perfectly up to date, get in touch for an informal conversation.
MET Marketing is acting as an employment agency in relation to this Growth Lead role.
Your application and interest will be treated with the strictest confidence at all times, and your details will never be shared without your consent.