About the Role

Direct-to-consumer marketing is the #1 input to Baba's growth today. We market to a range of audiences, including older adults, people with Medicare, people with Medicaid, and family caregivers - the biggest market in the country.

As Director of Growth Marketing you own the function end to end: strategy, channel mix, media buying, funnel conversion, the team, and the operating model. You'll own an eight-figure annual media budget and be responsible for growing our existing channels and opening new ones, including offline, partnership, and community channels that reach older adults where digital doesn't. You'll partner closely with Design, Product & Engineering, Clinical Operations, and Finance, and you'll report to the CEO.

This is a full-time role based in our Soho office in NYC. We're looking for candidates who are local or open to relocating.

What You'll Own

Growth strategy and targets. Define the acquisition strategy and make sure it flows into roadmaps and priorities at every level. Own D2C target-setting and channel mix allocation across our audiences.

Performance and unit economics. Own CPL, CAC by channel, and lead-to-enrolled-to-billing conversion. Operate within the monthly spend ceiling and payback target set with Finance.

Channels. Run and scale paid social, search, and programmatic, and build out the channels that matter for this population: TV and streaming, direct mail, radio, community and partnership marketing, and referral programs. Test fast, kill fast, and scale what pays back.

Measurement and incrementality. Own how we know what's working. Design and run incrementality tests and build the measurement stack and MMM-style views that make budget allocation defensible.

Funnel and conversion. Own the funnel from first impression through first clinical interaction. Partner with Product & Engineering on the tooling and with Clinical Ops on what happens after a lead converts.

Team and operating model. Manage and grow a small growth marketing team, including org design, hiring, coaching, and agency management. Build the operating cadence, reporting, and processes that let the function absorb new channels and audiences without losing efficiency.

We'd Love to Hear From You If

• You have 6-10+ years in growth or performance marketing, and you've directly owned a paid budget in the $5-20M+ annual range and scaled it meaningfully while improving efficiency.
• You've marketed to older adults or a Medicare or Medicaid population, or in another healthcare, insurance, or financial services category. Experience with Medicare or health insurance marketing is a strong plus.
• You've run more than digital: TV, streaming, direct mail, radio, or partnership and community channels, and you know how to measure them.
• You are relentlessly analytical. You go from data to insight to action quickly, you diagnose root causes, and you'd rather build the dashboard than wait for one. You think in payback and lead quality, not just CPL, and you have designed and run incrementality tests rather than trusting platform-reported attribution.
• You're a first-principles thinker who can build a growth strategy from scratch and prioritize ruthlessly across levers.
• You've built and led a high-performing team and managed agencies, with sharp discernment for performance and a track record of developing people.
• You lead across teams with a low ego and a strong point of view loosely held, and you're comfortable driving decisions with Product, Design, Finance, and Clinical in the room.
• You want to be both the strategic layer and the person close enough to the work to catch what's off in an ad account or a landing page.