Head of Marketing at Fella & Delilah — Remote, $150k-$300k/yr + 0.3%-1.0%

About Fella & Delilah

Fella & Delilah is the telehealth clinic for busy working families in Middle America to get to a healthier weight.

Fella is optimized for busy bigger guys who want a no-nonsense solution to getting healthier. Delilah is built for strong women in their prime who want a sustainable solution to feel their best.

We use affordable, effective weight loss medication to solve our customers’ most pressing healthcare need, then aim to remain their core healthcare provider for the rest of their life — expanding to hormonal health, mental health, longevity, and primary care.

GLP-1s are a f*ing big deal. We’re in a remarkable & rapid period of change which will radically reshape the patient & cash flows in the healthcare system.

Our mission is to accelerate the global take-up of GLP-1s among busy, working families to solve obesity worldwide. From this, we’ll become the world’s leading consumer healthcare brand.

We’ve grown >1000x since Aug 2021, >200x since Aug 2022, >20x since Aug 2023. We’ve just surpassed $30M ARR. As a company, we’ve been cashflow positive for the last 18mo. We’re fast approaching 10,000 active customers with high NPS.

Almost all of this has so far been through Fella. Delilah is still very new and your job is to make her soar.

We’re a young startup and we’re just getting started. This is still Day 1 and all our work is ahead of us.

You can read more about working at Fella & Delilah here: Working at Fella & Delilah https://fella.notion.site/Working-at-Fella-Delilah-14a2ac8575d34d148d009bb410387af4

We're backed by top healthcare & consumer investors:

• Y Combinator

• Global Founders Capital — backed Facebook, Slack, LinkedIn, Revolut, Rocket Internet

• AngelList Early Stage Fund (backed by Naval Ravikant)

• BrandProject (venture-builder behind 2 unicorns)

• The founders of Indeed, Curative (unicorn), Alan (unicorn), Kaia Health (>$300mil valuation), Vouch Insurance (>$500mil valuation), Not Boring (Packy McCormick)

The opportunity as Head of Marketing

We’re building a world-class team.

As Head of Marketing at Fella & Delilah, your fundamental role is to nail a profitable growth machine so we can grow ~5% WoW, every week. I expect 10x growth in 2025.

You’ll lead a team which is rapidly scaling a robust, low-CAC growth engine that adapts to market changes. Our growth strategy must remain at the frontier of the rapidly changing consumer obesity market and we need an A* team to execute. You’ll lead us to 100k customers and beyond.

Since our launch in June 2021, Fella positioned itself as the telemedicine clinic for busy, bigger guys to live 10 years longer. We’ve recently launched a female-focused partner brand: Delilah is built for strong women in their prime who want a sustainable solution to feel their best. Delilah is still very new and your job is to make her soar.

Together, Fella & Delilah is the telehealth clinic for busy working families in Middle America to get to a healthier weight. There is a generational brand to be built in making Americans healthy again — it is your job to capture that zeitgeist.

If you nail the role, you’ll be top candidate for GM of Fella & Delilah (the brands, within an overarching company).

This is a full-time, fully remote role, and you’ll work mostly async in the timezone of your choice — as long as you’re around until midday Pacific Time for calls as needed.

This is a very senior role. You’ll report directly to me, Richie :) (our CEO). I’m intense, so you’ll also be intense.

You’ll work most closely with our Head of Growth (Dave Lane) who’s built our growth machine since 2021. You’ll lead everything in Marketing, so Dave will report to you.

Key responsibilities

📈 ”A startup is a company designed to grow fast. The only essential thing is growth. If you get growth, everything else tends to fall into place.”

• Overall: Lead a team which is rapidly scaling a robust, low-CAC growth engine that adapts to market changes so we can profitably acquire 1 million customers by the end of 2026. Our growth strategy must remain at the frontier of the rapidly changing consumer obesity market and we need an A* team to execute.

• Strategy: GLP-1s are a f*ing big deal. We’re in a remarkable & rapid period of change which will radically reshape the patient & cash flows in the healthcare system. We gotta stay on the frontier to avoid getting crushed.

• Brand: Own our brand strategy, brand identity, and creative direction. There is a generational brand to be built in making Americans healthy again. It is your job to capture that zeitgeist.

• Delilah: We’ve only recently launched our female-focused brand, Delilah. She is still very new and your job is to make her soar.

• Tech stack: Tooling is changing rapidly & our numbers drive our decision making. You’ll own the decision on what stack to use and guide its implementation.

• Ads + Creative: Lead the team which creates ad campaigns with superb creative that convert at low CAC. Build a high-performance in-house creative team that consistently produces bold ads that convert, taking big swings as well as guiding subtle optimization.

• CRO + Lifecycle: Lead the team which maniacally think→test→optimize (both macro + micro) to improve conversion & referral. Execute new product launches, create channel-specific acquisition funnels based on the channel, and nurture leads via personalized journeys. Channel happy customers into brand advocates: writing reviews & referring new customers.

• Organic + Social: Lead the team which expands our organic presence to be a trusted resource for both nurturing & TOF. Capture the zeitgeist and build a social media presence that slaps: plugged-in, on-brand, and bold — and on the right platforms. The overall goal is to build low-CAC, long-term-defensible organic channels.

• Setting + Closing: Guide the running of a lean, high-performing sales org that has a high conversion rate to minimize CAC. Setting should be comprehensive and closing should be relentless.

KPIs

MRR

• End of 24Q3 = $2,192,138

• Target for end of 25Q4 = ~$30,000,000 (~10x/yr)

Active subscribers

• End of 24Q3 = 6214

• Target for end of 25Q4 = ~85,000 (~10x/yr)

Blended CAC

• End of 24Q4 = ~$450

• Target for end of 25Q4 = ~$400

Need to have

• Experience: You have 5+ years leading marketing at high-growth D2C companies, with clear ownership scaling past $100M/yr. You do not need healthcare experience. I have a strong preference for people who understand & enjoy the scary speed of a high-growth startup.

• Brand: You’re superb at brand. You intimately understand your customer, nail positioning, and give compelling creative direction. There is a generational brand to be built in making Americans healthy again — it is your job to capture that zeitgeist.

• Scientist: You’re maniacal about your metrics. You’re proactive when crafting experiments and have a clear process ****for generating & prioritizing ideas. You care a weird amount about your analytics stack and design experiments across the whole customer lifecycle which are both bold & have clear attribution.

• Trenches: You don’t hesitate to get your hands dirty in the trenches. You’re not too pretentious or senior to grind it out when needed — in fact you miss the times when that was more of your day-to-day.

• Strategy: You’re excellent in the trenches but you’re also the general at 30,000 ft deciding where to move the troops. You don’t get lost in the weeds and you always make sure we’re taking the required big swings. If you don’t, no-one will.

• Hiring: You hate incompetence as much as me. You build a team of strictly A-players, and you truly mean it.

• Excellence: You’re annoyingly capable at meta skills. You’re an autodidact with impressive speed and resourcefulness. You’re highly organized and can complete multiple projects concurrently. You calmly handle uncertainty and rapidly changing situations.

Nice to have

• Agentic: You're a doer. You’ve been pulled into important problems, taken risks, excelled in new areas. You've likely founded something, however small. You may want to start your own company in the future.

• Systems: You think in and build out systems. In solving a problem you recognize the underlying system, then focus on improving the system itself to fix the true cause of an issue.

• Figure it out: You’re likely one of those timeless people that could be dropped anywhere in the world, in any century, and you’d figure it out. Your friends probably think of you as that person :)

Our cultural standards

These are the core cultural standards to which we hold ourselves & our team-members:

• Belief in the mission: We will have served 10 million patients by the end of 2028 and we transform the life of most patients who join. We have a lot of work to do. We are obsessed with our patients and are dedicated to the mission.

• Unwavering integrity: We are at the frontier, so we often live in ambiguity with no trodden path. When we can’t look to others for guidance, we must maintain impeccable ethics and unwavering integrity.

• Only the paranoid survive: Bad sh*t is coming. By joining us, you’re choosing to sail straight towards the storms with unhesitating conviction. However much we’ve already done, however far we’ve already come — it’s still Day 1 and all our work is ahead of us.

• Your life’s work: This will be your most challenging, most rewarding role of your life. You’ll be shocked how capable you are & how much you can achieve.

• If we’re average we fail: We are only interested in “insanely great”, a focus on the quality of our execution that in everyday life would be considered pathological. We have a dedication to excellence and reject incompetence.

• Commitment to candor: That which can be destroyed by the truth should be. You get full transparency from the company and the company expects full transparency from you. We never say anything about someone that you wouldn’t say to them directly. We give feedback with love and do not need to protect people from fleeting physical sensations.

• A maniacal sense of urgency: We execute at an intensity that most people think is impossible. Speed is critical and we need things done yesterday. We all work very hard and in such a competitive world there really is no other way to win.

• Enduring frugality: We are frugal. We hate being wasteful and we are anti-luxury. A culture of cheapness keeps us young. We spend our cash wisely & carefully — in a way that would make our grandmas proud.

• Bulldozing barriers: The world is malleable and we shape it. We truly believe this and act accordingly. We are relentlessly resourceful and are at the mercy of no-one but ourselves.

• Keep your head down: We’re boring people doing exciting work. We don’t chase short-term status — we ignore short-term dopamine hits and focus on what matters. Outsiders will underestimate us and we revel in that.

• The power of focus: We live in a world of power laws and we cannot overestimate the unimportance of practically everything. Know your One Thing, and nail it.

🎯 “You just build a fing amazing experience. Make each step amazing. Make every decision in the long term interest of the customer. Give the customer massively more value than you take.”*

Compensation & Benefits

• Compensation: $150k-$300k/yr + 0.3%-1.0%

• Healthcare: comprehensive medical insurance (if appropriate)

• Vacation: PTO with a yearly minimum (≥2wks/yr + local national holidays)

• Remote: our team is fully distributed across the world and functions fully remotely

• Personal development: budget for books, courses, coaching ($1200/yr)

• Personal wellness: budget for gym, health apps ($1200/yr)

• Health coaching: free weekly health coaching so you stay healthy

• Work coaching: free weekly work coaching so you stay calm + sharp

• Equipment: Macbook & work-from-home equipment provided as needed

• What are we missing? We're still early so you get to shape our culture.

How to apply

Email richie+hiring@joinfella.com with:

• your resume

• highlights from your experience relevant to the role.