Performance Marketing Lead

Making family care possible. At Abby Care, we are tackling one of the most important and unsolved challenges of our time: family caregiving.
Over 50 million Americans are family caregivers for loved ones without pay, tools, or support. Our mission is clear and ambitious: to train and employ family caregivers so they can get paid for the care they already provide at home.
Abby Care is building a tech-powered, family-first care platform to efficiently deliver care, improve health outcomes, and provide the best-in-class experience nationwide.
We are rapidly expanding our mission and looking for passionate team members to join. Abby Care has partnered with leading insurance plans, healthcare providers, and community organizations. We’re supported by top, mission-driven VCs to empower families throughout the country.

Abby Care is looking for a hands-on Performance Marketing Lead, Paid Media to own day-to-day performance across Meta and Google, and help us expand into new channels like YouTube, TikTok, CTV, and more.

This person will be the primary operator of our paid acquisition program, working closely with state GMs, agencies, and our Head of Growth Marketing to hit lead and cost targets while we scale across multiple states.

If you love turning budgets into measurable pipelines, and you’re comfortable being the person everyone looks to for “how are we doing today?”, this is for you.

• Own day-to-day paid acquisition across Meta and Google, and lead testing in new channels (YouTube, TikTok, CTV, etc.)

• Translate state and program needs into scalable campaigns by building and maintaining clear playbooks (audiences, offers, messaging, landing flows)

• Manage and push performance agencies with clear briefs, strategic feedback, and shared execution standards

• Run a disciplined test-and-learn roadmap across creative, audiences, and formats, and communicate insights to stakeholders and leadership

• Partner with analytics to implement tracking, attribution, and reporting by state and program

• Monitor performance daily and make fast, data-driven optimizations to budgets, bids, and creative mix

• Deliver simple, regular performance updates: what’s working, what’s not, and what’s next

• 4+ years running performance marketing across Meta and Google (in-house or agency), with deep fluency in Ads Manager and Google Ads

• Proven ability to hit lead volume and efficiency targets (CAC, CPQL) in multi-channel B2C or prosumer environments

• Experience partnering with or managing agencies and holding them accountable to performance

• Strong attribution and measurement experience, including UTMs, conversion events, pixels/tags, and CRM-based reporting (e.g., Salesforce)

• Highly analytical and data-driven; comfortable using spreadsheets, dashboards, and reporting to drive decisions

• Collaborative, action-oriented operator who can communicate results clearly across cross-functional stakeholders and move quickly through testing

1. Families First
   Redefining 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 Precision
   Millions 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 Resourceful
   As 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 Positivity
   We 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 Possible
   We are here to make healthcare better, which means asking hard questions, challenging outdated systems, and finding smarter, more compassionate ways to deliver care.

• Competitive compensation packages that reflect the value you bring. We reward our team for the impact of their work – full-time employees are eligible for an annual company performance bonus.

• Comprehensive health coverage that works for you. We cover 90% of your premiums and 70% for your dependents, with multiple PPO plan options to choose from for medical, vision, dental, life, and short-term disability.

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

• Team bonding. We love bringing our teams together. As a full-time employee, you’ll get to connect, collaborate, and have fun through team activities and our annual company retreat.

• 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 paid leave, so you can focus on bonding and adjusting to life as your family grows.

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.