Growth Strategist

Fractional Growth Strategist — B2C Demand Generation & Customer Education

IRIYA Wellness & Aesthetics

Part-Time Contract | Advisory Engagement | A Few Hours per Week

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About the opportunity

IRIYA Wellness & Aesthetics is a growing wellness and aesthetics business in Easton, Pennsylvania. We’re looking for an experienced growth strategist to help us attract the right customers, communicate our value, and guide prospective clients from initial interest to confident booking decisions.

Our offers, packages, and business model are established. We also have an internal team capable of producing creative, writing copy, setting up Meta campaigns, and implementing funnels and automations in GoHighLevel.

We need senior strategic expertise to make those efforts more effective: someone who understands how to grow a B2C business when customers need education, a compelling reason to consider the solution, and trust before they purchase.

This is a consultative engagement for someone who can bring proven experience, challenge our thinking, and work alongside our team for a few focused hours each week.

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The challenge you’ll help us solve

Our ideal customers may recognize a concern without knowing what to do about it—or why our approach is relevant to them.

Your role is to help us understand:

• Who is most likely to value our offering, and what triggers their search for a solution?
• Which pain points, motivations, and barriers should our messaging address?
• How do we introduce our approach in a way that makes its value clear?
• What education, evidence, and reassurance do people need before booking?
• How should our advertising, content, and follow-up work together throughout that decision?
• How do we turn a successful acquisition approach into a repeatable foundation for rapid growth?

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What you’ll advise on

Customer insight and positioning

Help us identify high-potential customer segments, understand their decision-making, and sharpen how we communicate our existing offering. Translate customer concerns, objections, and motivations into clear messaging priorities.

Demand generation and Meta strategy

Guide our approach to attracting qualified prospects through Facebook and Instagram. Recommend audience strategies, campaign objectives, messaging angles, and testing priorities appropriate to different levels of customer awareness.

Customer education and the consideration journey

Map the journey from recognizing a problem to understanding our solution and deciding to book. Identify what prospects need to learn, believe, and see at each stage, and advise on the sequence of ads, content, landing pages, and follow-up that supports that progression.

Creative and funnel direction

Give our execution team actionable briefs and feedback on messaging, creative concepts, landing pages, and nurture sequences. Help us determine what to say, why it matters, and what to test next. Our team will handle asset production and technical implementation.

Conversion and growth planning

Review campaign results alongside lead quality, booking behavior, and sales outcomes. Diagnose conversion barriers, prioritize experiments, and advise on when and how to scale. Help us understand which customers convert, stay, and create lasting value for the business.

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Who we’re looking for

• A proven track record of growing B2C businesses whose products or services require customer education and thoughtful positioning.
• Experience translating consumer pain points into demand, consideration, and measurable sales.
• Strong strategic knowledge of Meta advertising, messaging, funnels, and customer acquisition.
• Experience helping a startup or emerging brand scale, with clear evidence of your contribution.
• The ability to distinguish between an audience problem, a messaging problem, an education gap, and a conversion problem.
• Commercial judgment around acquisition costs, customer quality, revenue, and sustainable scaling.
• The ability to turn strategic insight into clear direction that an internal team can execute.
• Comfort working as a collaborative advisor, reviewing results and refining recommendations regularly.

Relevant experience can come from outside aesthetics. Consumer wellness, wearables, beauty, subscription products, innovative consumer goods, and other education-led B2C businesses are all relevant. MedSpa experience is welcome, but it is not required.

We’re particularly interested in people who have helped customers understand and adopt an unfamiliar solution—and can explain how that work contributed to business growth.

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How we’ll work together

The engagement will center on focused strategy sessions, review of customer and campaign insights, feedback on planned execution, and prioritized next steps.

Our internal team will own day-to-day creative production, copywriting, campaign setup, and CRM implementation. You’ll provide the strategic direction and judgment that help that work produce better results.

The initial commitment is a few hours per week, with scope and compensation agreed upon based on experience and availability.

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What success looks like

• Clearer targeting and stronger resonance with the right prospective clients.
• Messaging that helps customers understand our relevance and value.
• A more effective journey from awareness through education to booking.
• Improvements in qualified demand, booking conversion, and customer acquisition efficiency.
• A repeatable approach to growth, supported by evidence and structured testing.

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How to Apply

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