Founding Content Marketing Lead at Abby Care

About Abby Care 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. THE ROLE We’re hiring a Founding Content Marketing Lead to build Abby Care’s content and community engine from the ground up. This is a zero-to-one strategist-operator role for someone who believes content can be a business lever to drive outcomes. You’ll own how Abby Care shows up across social, blog, creator, email, and community channels, and you’ll turn that work into measurable growth: helping more families understand they may be able to get paid for the care they already provide at home. You’ll set the strategy, build the systems, create and edit content with a team, work with creators, collaborate with cross-functional teams like Paid Media and Lifecycle, and use performance data to decide what we should do more of, stop doing, or test next. The right person is a strong storyteller who can think like a growth marketer: deeply empathetic to families and caregivers, rigorous about craft and performance, comfortable operating with ambiguity, and excited to build the first version of a content and community function at a fast-moving healthcare startup. Responsibilities: Strategy & Vision - Architect the Content & Community Roadmap: Design and execute a multi-channel strategy across social, blog, email, and creator platforms. - Drive Strategic Alignment: Translate complex business priorities and state-specific programs into cohesive weekly and monthly content themes. - Define our Voice: Establish a distinct point of view for Abby Care, ensuring every piece of content supports acquisition, education, and long-term trust. - Translate Insights into Impact: Synthesize data from families, intake teams, and market launches to create content that resonates deeply with our core audience. Operational Excellence - Build the "Content Engine": Develop our first-ever operating model, including editorial calendars, briefing workflows, and measurement frameworks. - Optimize Production: Strategically manage the mix of in-house, freelancer, and agency resources to balance quality, speed, and cost. - Scale with Integrity: Build lightweight systems that allow for rapid experimentation without compromising on empathy or regulatory compliance. - Stakeholder Management: Act as the central intake lead for content requests across Growth, State Ops, and Leadership, ensuring high-impact prioritization. Content Creation & Craft - Execute High-Bar Storytelling: Write and produce versatile content, from high-energy short-form video scripts to empathetic educational explainers. - Simplify the Complex: Humanize intricate topics like Medicaid eligibility and caregiver benefits through emotionally resonant storytelling. - Uphold Brand Quality: Maintain a rigorous standard for craft—prioritizing strong hooks, clear messaging, and authentic audience empathy over generic copy. Growth & Community - Drive Measurable Results: Use data to track the journey from reach and engagement to qualified leads and downstream conversions. - Bridge Organic & Paid: Partner with Paid Media and Lifecycle teams to turn organic "winners" into high-performing ads and nurture campaigns. - Foster Community-Led Growth: Build authentic relationships with family advocates and nonprofits, testing community-centric motions like webinars and Q&As. Requirements: - 5+ years experience in content, social, or growth marketing, with at least 2–3 years specifically owning a content program or major workstream. - Strategic Mindset: A proven ability to connect content strategy to tangible business outcomes and "zero-to-one" growth. - Operational Rigor: You are a builder who loves creating structure, workflows, and feedback loops where none previously existed. - Exceptional Communication: Strong storytelling instincts with the ability to write across various lengths and formats with emotional intelligence. - Data Fluency: You are comfortable interpreting performance metrics and using them to pivot or double down on strategy. - Tech Savvy: Fluency with AI-enabled workflows to accelerate research and drafting, while knowing when a human touch is non-negotiable for empathy and brand voice. - Direct experience marketing to parents, caregivers, or healthcare audiences is preferred but not required. BENEFITS: - 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. - 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. OUR VALUES 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.