Head of Marketing

Abby Care; San Francisco (CA); Hybrid; USD 230,000 - 320,000; Full time

Benefits offered by this job

Competitive compensation

Comprehensive health coverage

Generous paid time off

401(k) with employer contributions

Paid parental leave

Job summary

Abby Care, based in San Francisco, seeks a VP of Marketing to define our category and lead a scalable marketing function in a fast-growing AI-enabled home care company. You will shape positioning for caregivers, plans, providers, and regulators while guiding a team to execute across brand, content, and growth.

You will partner with the CEO and cross-functional leaders to align marketing with business goals, drive customer acquisition and retention, and translate data into action.

Qualifications

• 8+ years in marketing leadership within category-defining organizations.
• Proven ability to scale marketing functions in high-growth environments.
• Outstanding storytelling and communication across audiences from caregivers to executives.

Responsibilities

• Define category strategy and positioning for AI-enabled home care.
• Own brand consistency across channels with a single voice.
• Build, mentor, and scale the marketing organization reporting to this role.
• Collaborate with CEO, partnerships, product, and health plan teams.
• Align marketing with growth, customer acquisition, and retention goals.
• Report performance and insights to the CEO and executive team.
• Oversee content, creative, brand, and growth marketing functions.
• Refine approaches as audiences and market position evolve.
• Direct the marketing budget and optimize spend for impact.
• Identify new audiences and expand payer/health plan relationships.

Skills

Marketing leadership

Strategic thinking

Storytelling

Data-driven decision making

Team building & mentoring

Cross-functional collaboration

Budget management

Executive communications

Job description

About Abby Care: Powering the future of care at home for all of America.

Abby Care is building the leading AI-native platform for family-led care. America is facing a growing care crisis. Millions more people need care at home than ever. Over 50 million family caregivers support loved ones without the tools, training, or recognition they deserve. We believe families are the largest untapped caregiving workforce in America, and that technology can help them deliver better care while driving stronger outcomes and greater transparency across the healthcare system. Abby Care combines clinical oversight with an AI-powered platform to train, enable, and support family caregivers in delivering high-quality care at home. Our platform helps health plans and government partners better understand, verify, and improve care in the home. We expand access to care, reduce reliance on higher-cost settings, and help ensure public dollars are spent effectively. We are proud to partner with leading health plans, providers, and community organizations and are backed by top VCs. We envision a future where family-led care is a core part of the healthcare system. Abby Care is building that future. Join us in solving one of the most important challenges of our time.

The Opportunity:

Abby Care is at a significant inflection point and is poised to make an impact. Backed by Khosla, Thrive, and Sequoia through our Series B, and now closing our Series C, we are partnering with some of the nation's largest health plans to solve a pervasive problem in the healthcare space. We’re looking for a VP of Marketing who is excited to define a new category - AI enabled home care: where Abby Care is the definition of quality AI-enabled care at home. This is the most senior marketing hire in the organization, and the person who will set the bar high for how we tell our story and articulate our value proposition.

This role goes beyond growth, creative, and brand, though all three matter deeply. You will be strategic about how AbbyCare is positioned to multiple, very different audiences at once: caregivers who need to see us as the organization of choice, and executives, plans, providers, and regulators who need to see us as the standard the category is measured against. You will lead and grow a team that already reports into this role, centralizing content and creative so AbbyCare speaks with one voice as we scale. You are agnostic to background (brand, creative, or growth marketing all qualify) but you've worked as a generalist inside a company on a steep growth curve, and know how to scale a function and a team. Healthcare experience is a bonus, not a requirement.

You take pride in your craft, prioritize excellence, and you believe good enough isn't good enough. Whether taking a 10,000 foot view or zooming back into the details you are able to navigate the big picture and granularity with ease. You're comfortable in a startup environment, low ego, high EQ, and genuinely driven by the mission, with no hesitation about rolling up your sleeves even as a leader. You have a bias for action and move with intention rather than waiting for certainty. You ask whether something being untried is a reason to do it, not avoid it. You're resourceful, you work well with others, and you're confident enough to bring a real point of view to the table. If you are excited about the opportunity to define the standard for home care on a national scale, we’d love to hear from you.

This is a Full-Time Hybrid opportunity based in San Francisco

What you’ll work on:

• Define category strategy: Set Abby Care's positioning as AI-enabled home care, building the narrative and messaging that differentiates us to caregivers, plans, providers, and regulators.

• Own brand consistency: Ensure a single Abby Care voice across all channels, centralizing content and creative so output reflects one standard as the team and company scale.

• Build and lead the team: Lead, mentor, and grow the marketing organization reporting into this role, fostering a culture built on craft, excellence, and high standards.

• Partner across the business: Collaborate closely with the CEO, executive team, partnerships, product, and health plan strategy teams to align marketing with company goals and positioning.

• Drive strategic growth: Align marketing strategy with a health plan led model, supporting customer acquisition and retention both at the executive and caregiver level.

• Report on performance: Brief the CEO and executive team on marketing performance, campaign outcomes, and key insights.

• Oversee the full function: Manage content, creative, brand, and growth marketing, ensuring all disciplines work from a shared playbook.

• Refine continuously: Evaluate and adjust marketing approaches as Abby Care's audiences and market position evolve.

• Manage resources: Own the marketing budget, directing spend toward initiatives most likely to drive category-defining impact.

• Expand market reach: Identify new audiences and opportunities to support AbbyCare's growth into payer and health plan relationships.

What you’ll have:

• 8+ years of marketing leadership experience with experience managing managers, with a 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 the 10,000 foot view down to the details, setting strategy and still being comfortable in the execution.

• Strong track record of leading and growing a marketing team, instilling high craft, high standards, and a culture of excellence

• Outstanding storytelling and communication skills, with the ability to shift narrative and tone across very different audiences, from caregivers to executives, health plans, providers, and regulators.

• Solid quantitative skills, with experience leading the marketing function from a data-driven perspective.

• Low ego, high EQ, and a genuine passion for the mission, with no hesitation to roll up your sleeves even as a senior leader.

• Bias for action and comfort with ambiguity, moving with intention rather than waiting for certainty in a fast-paced startup environment.

• Resourceful and collaborative, with the confidence to bring a strong point of view to the table and work well across teams.

• Healthcare experience is a bonus, not a requirement.

Benefits:

• Competitive compensation packages that reflect the value you bring. We reward our team for the impact of their work.

• Comprehensive health coverage that works for you. Choose from high-quality medical dental and vision options, including a $0 deductible PPO and a company-funded HSA, alongside employer-paid life and disability insurance.

• Generous paid time off. We provide policies that allow you to recharge along with 10 paid company holidays.

• Financial savings benefits to support your future. We support your financial well-being with HSA contributions, optional FSA and commuter benefits, and full coverage of all 401(k) account fees (employer match not currently offered).

• Paid parental leave to support your growing family. We provide up to 10 weeks of paid parental leave based on tenure, so you can focus on bonding and adjusting to life as your family grows.

Abby Care believes in fair and equitable compensation practices. Actual compensation packages are based on several factors unique to each candidate's experience and professional leveling; it is not typical for an individual to be hired at or near the top of the range. These factors include, but are not limited to:

• Job-related knowledge and specialized skill sets

• Depth of industry experience

• Relevant certifications, degrees, and licensures

• Specific work location and market data

We are an equal opportunity employer and welcome applicants from all backgrounds, consistent with applicable laws. Employment is contingent upon successful completion of a background check, satisfactory references, and any required documentation.

Our Values

1. Families FirstRedefining healthcare starts with how we treat the parents and children we serve. We go above and beyond for every family, building strong, lasting relationships. We continually ask ourselves, “Would we want this for our own families?”

2. Urgency with PrecisionMillions of families are waiting for care, and they cannot wait, therefore this is not your typical 9 to 5 job. We match their urgency with our own, delivering exceptional care without compromise. Here, speed and excellence go hand in hand.

3. Relentlessly ResourcefulAs an ambitious startup, we adapt quickly and make the most of limited time and resources. We solve challenges with creativity to deliver results without unnecessary complexity.

4. Purpose with PositivityWe take our mission seriously while never losing sight of the people behind the work. Respect, kindness, memes, and coffee make us stronger as a team and better for the families we serve.

5. Driven to Redefine What’s PossibleWe are here to make healthcare better, which means asking hard questions, challenging outdated systems, and finding smarter, more compassionate ways to deliver care.

Automated Decision Tools

Abby Care may use automated decision tools to help match and rank candidate work experience, education and skills found in online profiles, resumes and job applications against job requirements. We believe that these tools help ensure objective, data-based decisions during the hiring process, however, all Abby Care hiring decisions involve final human review and input. If you have questions or would like to request an alternative process, contact [e-mail].