Performance Marketing Lead

📋 Description

• • At Baba, we are on a mission to revolutionize healthcare for older adults, a demographic facing increasingly complex and overwhelming care navigation challenges. By 2030, this population will represent a significant portion of the U.S. populace, presenting one of the most pressing needs in the healthcare sector. Baba bridges this gap by connecting older adults with expert advocates, typically nurses or social workers, who meticulously coordinate their care. These Medicare-covered advocates have already empowered thousands of families by managing insurance appeals, identifying specialized medical professionals, securing necessary medical equipment, finding more affordable medications, and efficiently scheduling appointments. Our commitment to innovation and impact is reflected in our investor base, which includes prominent firms like General Catalyst, Genius Ventures, and Ground Up Ventures, alongside seasoned angel investors who are founders or executives from leading technology companies. Furthermore, over 60% of the Baba team comprises former founders, bringing a wealth of entrepreneurial experience from institutions and companies such as MIT, Carnegie Mellon, Stripe, Palantir, Liquid AI, and McKinsey.
• • As the Performance Marketing Lead at Baba, you will be instrumental in architecting and scaling our B2C acquisition strategy from its foundational stages. Unlike roles focused on incremental improvements in saturated markets, this position offers a unique opportunity to build and own the primary engine driving growth for millions of older adults seeking essential care. You will command a multi-million dollar budget, lead a dedicated team of specialists, and drive aggressive experimentation across a diverse range of channels, including paid social, paid search, direct mail, and emerging platforms. We are seeking a leader who possesses a rare blend of analytical prowess, comfortable navigating SQL databases, and creative vision, adept at leading creative reviews. This individual will approach growth as a scientific endeavor, grounded in probability and a deep understanding of unit economics.
• • Your core responsibilities will encompass leading Baba's comprehensive multi-channel performance marketing strategy. This includes overseeing paid search, paid social, affiliate marketing, direct mail campaigns, and spearheading creative experimentation initiatives. You will be responsible for managing and mentoring a team of channel leads, fostering an environment characterized by accountability, creativity, and rigorous data-driven decision-making. A key aspect of your role will be designing and implementing robust frameworks for budget allocation, attribution modeling, and forecasting to ensure maximum Return on Investment (ROI) across all marketing channels.
• • You will also be tasked with identifying, rigorously testing, and scaling new and emerging performance channels and technologies that can unlock significant growth opportunities. Regular reporting on key performance metrics to executive leadership will be crucial, ensuring transparency, strategic alignment, and informed decision-making at the highest levels of the organization. This role demands a leader who is quantitatively rigorous, viewing marketing through the lens of unit economics and probability, and prioritizing Expected Value over superficial metrics. You will be highly agency-driven and meticulous, with an obsessive focus on data integrity, refusing to accept "black box" reporting and preferring to dive into raw data to uncover actionable insights.
• • A first-principles thinking approach is essential; you will not merely follow established best practices but will deconstruct our specific customer funnel to identify unique points of leverage and competitive advantage. The willingness to "sweep the corners" is paramount – you must be equally comfortable auditing intricate pixel implementations as you are leading high-level strategic reviews. No task will be considered beneath you, reflecting a deep commitment to the success of the entire marketing operation. This role is a unique opportunity to make a profound impact on a growing company with a vital social mission, shaping the future of elder care navigation.