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Director of Growth Marketing

Baba Care· Operations
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New YorkFull-timePosted 2mo ago

About the role

Director of Growth Marketing leading direct-to-consumer growth initiatives, managing an eight-figure annual media budget, and owning strategy, channels, funnel optimization, team, and operating model at Baba.

Responsibilities

  • Growth strategy and targets. Define the acquisition strategy and ensure 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 channels for the population: TV and streaming, direct mail, radio, community and partnership marketing, and referral programs.
  • Measurement and incrementality. Design and run incrementality tests and build the measurement stack and MMM-style views that justify budget allocation.
  • Funnel and conversion. Own the funnel from first impression through first clinical interaction; collaborate with Product & Engineering and Clinical Ops on tooling and post-conversion processes.
  • Team and operating model. Manage and grow a small growth marketing team, org design, hiring, coaching, and agency management; establish cadence, reporting, and processes for multi-channel expansion.

Qualifications

  • 6–10+ years in growth or performance marketing
  • Direct ownership of a paid budget in the $5–20M+ annual range
  • Experience marketing to older adults or Medicare/Medicaid population; healthcare/insurance/financial services experience a strong plus
  • Experience running non-digital channels (TV, streaming, direct mail, radio, partnerships, community marketing) and measuring their impact
  • Highly analytical with a track record of turning data into action; experience with incrementality testing and payback-focused metrics
  • First-principles thinker with ability to build growth strategy from scratch and prioritize levers
  • Led high-performing teams and managed agencies with a focus on performance
  • Collaborative leader comfortable coordinating with Product, Design, Finance, and Clinical; low ego with a strong point of view
  • Desire to be both strategic and hands-on, capable of auditing ad accounts and landing pages

Skills

Required:Growth strategyChannel managementPerformance analyticsTeam leadership

Benefits

  • Competitive compensation package
  • Location: On-site in Soho, NYC
  • Opportunity to lead growth in a fast-growing, Series A healthcare AI company with strong funding
  • Collaborative cross-functional environment with Design, Product & Engineering, Clinical Operations, and Finance
Last updated Sep 17, 2026. Interested? Apply on the company site.

About Baba Care

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