From strategy to storytelling—who you hire shapes how you grow.
Building a brand in the health and wellness space isn’t just about beautiful packaging or an active Instagram—it’s about trust. Your marketing team is the voice of your brand, the translator of your values, and the engine behind your growth.
And in a saturated industry where trends move fast and customers expect authenticity, it’s not enough to hire generalists or influencers. You need a lean, strategic team that knows how to tell your story, build community, and drive conversions.
Here’s how to do it:
1. Start With Strategy: Hire a Head of Marketing Who Can Lead, Not Just Execute
You need someone who gets the big picture—who can build the roadmap, not just post on social.
Look for:
- Strategic thinking paired with strong project management.
- Experience in DTC or wellness-specific growth.
- Ability to build and mentor a team as you scale.
If you’re early-stage, this might be a fractional CMO or senior marketing consultant. The key is hiring someone who can lay the foundation.
2. Invest in Content First—Because Education Drives Trust
Health and wellness customers are information-hungry. Whether you’re selling supplements, services, or retreats, content isn’t optional—it’s core.
Build a content team that can:
- Simplify science-backed insights without dumbing them down.
- Create SEO-optimized blogs, newsletters, and guides.
- Work cross-functionally with your product and brand teams.
This might mean hiring a wellness copywriter or content strategist who can speak your audience’s language—and sound credible doing it.
3. Hire Creatives Who Understand Conversion, Not Just Aesthetic
A beautiful brand won’t scale if no one knows what to do next.
Make sure your designer or creative lead understands:
- Landing page design and CRO (conversion rate optimization)
- Email and ad creative that performs, not just looks good
- How to balance brand with performance
In wellness, visual storytelling matters. But function wins over form when it comes to growth.
4. Add Performance Marketers Who Can Test, Iterate, and Scale
When it’s time to pour gas on the fire, you need data-driven performance marketers who can:
- Run paid search, social, and influencer campaigns
- A/B test creatives, copy, and audiences
- Optimize for ROAS (return on ad spend), not just impressions
Wellness audiences are niche. Find media buyers who know how to reach conscious consumers—not just spray and pray.
5. Don’t Sleep on Community: Hire for Brand Advocacy and Engagement
In wellness, community = credibility. Your customers want connection, not just conversion.
Bring on someone who can:
- Manage partnerships, UGC, and influencer relations
- Cultivate your loyalists and turn them into evangelists
- Host events, challenges, and programs that build belonging
Sometimes this is a Community Manager, sometimes a Social Lead—but it’s a crucial hire.
Final Thought:
You don’t need a huge team—you need the right team. One that’s aligned with your values, obsessed with your customer, and ready to scale in a way that feels both profitable and purposeful.
Need help hiring marketers who actually get the wellness space? Good People partners with mission-driven brands to find talent that moves the needle. Let’s build your dream team.
