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Abby Care is building an AI-native platform for family-led care, addressing America's growing care crisis by empowering over 50 million family caregivers with tools, training, and support. The company partners with leading health plans, providers, and community organizations and is backed by top-tier VCs (Khosla, Thrive, Sequoia) through Series B and closing Series C.
You will be Abby Care's most senior marketing hire, responsible for defining a new category—AI-enabled home care—and positioning Abby Care as the standard the category is measured against. This role requires strategic thinking across multiple, distinct audiences: family caregivers, health plan executives, providers, and regulators. You will lead and grow an existing marketing team, centralizing content and creative to ensure Abby Care speaks with one unified voice as it scales.
Key responsibilities include:
- Define category strategy and positioning narrative that differentiates Abby Care to caregivers, plans, providers, and regulators
- Own brand consistency across all channels, centralizing content and creative output
- Build, lead, and mentor the marketing organization, fostering a culture of craft and excellence
- Partner closely with the CEO, executive team, partnerships, product, and health plan strategy teams
- Drive strategic growth aligned with a health plan-led business model, supporting both executive and caregiver-level customer acquisition and retention
- Brief the CEO and executive team on marketing performance, campaign outcomes, and key insights
- Oversee the full marketing function: content, creative, brand, and growth marketing
- Manage the marketing budget and direct spend toward category-defining impact
- Identify new audiences and opportunities to expand into payer and health plan relationships
You are comfortable navigating both 10,000-foot strategy and granular execution details. You thrive in startup environments, bring low ego and high emotional intelligence, and are genuinely driven by the mission. You have a bias for action, move with intention rather than waiting for certainty, and are resourceful and collaborative. You take pride in your craft and believe good enough isn't good enough.
REQUIREMENTS:
- 8+ years of marketing leadership experience with experience managing managers
- Track record of building and scaling a marketing function inside category-defining organizations
- Demonstrated outsized impact relative to tenure, with early career experience as a generalist across brand, creative, or growth marketing
- Proven ability to zoom from strategy to execution, setting direction while remaining comfortable in tactical work
- Strong track record of leading and growing a marketing team, instilling high craft and standards
- Outstanding storytelling and communication skills, with ability to shift narrative and tone across diverse audiences (caregivers, executives, health plans, providers, regulators)
- Solid quantitative skills and experience leading marketing from a data-driven perspective
- Low ego, high emotional intelligence, genuine passion for the mission, willingness to roll up sleeves as a senior leader
- Bias for action and comfort with ambiguity in a fast-paced startup environment
- Resourceful and collaborative, with confidence to bring strong points of view and work well across teams
- Healthcare experience is a bonus, not a requirement
