Building Infiniwell's 4 Core Marketing Function
strategic hires
marketing function
niche expertise placed
Infiniwell is a wellness brand operating at the intersection of DTC e-commerce and telehealth. Beyond its direct-to-consumer products, the company is building a proprietary telehealth platform, requiring talent that understands both high-velocity online retail and the nuances of subscription-driven health services.
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Infiniwell’s founder needed to build a marketing function from the ground up… fast. But the complexity of the business made this far from a standard hire.
- No core marketing team in place
- Business operated across both DTC e-commerce and a telehealth platform
- Candidates needed to understand subscription models, not just standard retail
- Multiple functions (performance, creative, TikTok shop, Shopify developer) all needed filling simultaneously
Finding people with the right blend of DTC and telehealth experience wasn't just hard; it required a different level of thinking and a recruiting partner willing to go deep.
The founder needed someone he could trust. Not just to fill roles, but to help him figure out exactly what he needed.
We partnered closely with the founder to map out the business, simplify the recruiting process, and place four critical roles that became the foundation of the marketing function.
Key hires included:
Head of Performance Marketing
Owned paid acquisition across channels. Brought the performance engine in-house with direct accountability to revenue.
Director of TikTok Shop
Unlocked TikTok as a dedicated growth and commerce channel. Built the strategy and execution for a fast-growing surface.
Shopify Developer
Provided the technical backbone for e-commerce operations, ensuring the platform could support the business at scale.
Creative Strategist
Built the creative function from scratch. Introduced structured testing and performance-driven iteration tied directly to paid channels.
Throughout the process, we stayed closely aligned with the founder… on calls late at night, over text, moving with urgency. We didn't just post roles, we built a recruiting map for where the business was going.
From zero function to a full marketing team
- Core four marketing roles filled with candidates who understood both DTC and telehealth
- Performance, creative, tech, and content covered under one cohesive function
- Founder gained a true talent partner, not just a recruiter
- Recruiting process simplified, reducing time and friction across every hire
Infiniwell didn't just get four hires. They got the foundation to grow, built by a team that understood the business as well as they did.
