Director of Growth Marketing

Baba•New York, NY

4d•Onsite

About The Position

Baba is an applied AI lab modernizing risk and care delivery for people with Medicare. We've become the fastest growing digital health system matching people with Medicare and their family caregivers with expert advocates, physicians, medications, lab testing, and AI agents to deliver insurance-covered care across all 50 states. In the last 8 months, we've completed tens of thousands of appointments and partnered with health plans covering more than 4 million Medicare beneficiaries. On any given day, our team's work spans population health research, applied AI research, clinical care delivery, and fintech infrastructure. We're a Series A company with $40M+ in funding. Our team is half engineers, a third former founders, and comes from places like Ramp, Stripe, Liquid AI, Palantir, MIT, and CMU. Our clinical operations are led by the former Executive Director of Care Transitions from the Mount Sinai Health System. We believe that talent density is our greatest competitive advantage. 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.

Requirements

6–10+ years in growth or performance marketing
Directly owned a paid budget in the $5–20M+ annual range and scaled it meaningfully while improving efficiency.
Marketed to older adults or a Medicare or Medicaid population, or in another healthcare, insurance, or financial services category.
Run more than digital: TV, streaming, direct mail, radio, or partnership and community channels, and know how to measure them.
Relentlessly analytical. Go from data to insight to action quickly, diagnose root causes, and would rather build the dashboard than wait for one.
Think in payback and lead quality, not just CPL, and have designed and run incrementality tests rather than trusting platform-reported attribution.
First-principles thinker who can build a growth strategy from scratch and prioritize ruthlessly across levers.
Built and led a high-performing team and managed agencies, with sharp discernment for performance and a track record of developing people.
Lead across teams with a low ego and a strong point of view loosely held, and comfortable driving decisions with Product, Design, Finance, and Clinical in the room.
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.

Nice To Haves

Experience with Medicare or health insurance marketing is a strong plus.

Responsibilities

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