About Baba

Baba is rebuilding healthcare for older adults.

Navigating healthcare can be overwhelming. By 2030, over 65 million older adults will make up nearly a quarter of the U.S. population, creating one of the largest and most urgent challenges in healthcare. Baba makes it easier by pairing older adults with an expert advocate (usually a nurse or social worker) who coordinates their care. Baba's Medicare-covered advocates have supported thousands of families by writing insurance appeals, researching specialists, getting medical equipment and cheaper medications, and scheduling appointments.

Baba's investors include General Catalyst, Genius Ventures, and Ground Up Ventures, along with angel investors who were founders or executives of leading companies. More than 60% of the Baba team are former founders, with backgrounds from MIT, Carnegie Mellon, Stripe, Palantir, Liquid AI, and McKinsey.

About the Role

Baba is seeking a Performance Marketing Lead to architect and scale our B2C acquisition strategy from the ground up. Most consumer growth roles are about marginal gains in crowded markets. This is different. At Baba, you will own the engine that connects millions of older adults to the care they deserve.

You will own the strategy and execution of a multi-million dollar budget, leading a team of specialists, and aggressively experimenting across paid social, paid search, direct mail, and emerging channels. We need a leader who is as comfortable in a SQL database as they are in a creative review, and who treats growth as a science of probability and unit economics.

What You’ll Do

• Lead Baba's multi-channel performance marketing strategy across paid search, paid social, affiliates, direct mail, creative experimentation, and more.

• Manage and mentor a team of channel leads, creating a culture of accountability, creativity, and data-driven decision-making.

• Design and implement frameworks for budget allocation, attribution, and forecasting to maximize ROI across channels.

• Identify, test, and scale emerging performance channels and technologies.

• Report on key performance metrics and provide insights to executive leadership, ensuring transparency and strategic alignment.

Who You Are

• Quantitatively Rigorous: You view marketing through the lens of unit economics and probability. You prioritize Expected Value over vanity metrics.

• High Agency & Meticulous: You are obsessive about data integrity. You don’t tolerate "black box" reporting and prefer diving into raw data to find the truth.

• First-Principles Thinker: You don't just follow a "best practices" playbook; you deconstruct our specific funnel to find unique points of leverage.

• Willing to "Sweep the Corners": You are equally comfortable auditing a pixel implementation as you are leading a high-level strategic review. No task is below you.

What You Need

• 5+ years of performance marketing experience, with at least 2+ years managing a team in high-growth ecommerce, consumer mobile, or DTC healthcare.

• Proven success scaling large performance budgets ($2M+ annually) across multiple channels.

• Strong analytical skills with mastery of attribution, incrementality testing, and ROI measurement.

• Demonstrated creativity in campaign strategy and a willingness to challenge conventional approaches.

• Exceptional leadership and people management skills with a track record of building and developing teams.

• Strong business acumen and judgment to balance efficiency with bold growth bets.

Benefits

• Medical, dental & vision insurance coverage for you

• 401k

• Flexible PTO

• Free lunch & dinner in office

• Relocation support to NYC (as needed)