Abby Care
healthcare
FoundingContentMarketingLead
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“Founding Content Marketing Lead at Abby Care. Skills: content strategy, content creation, growth marketing, community building. build Abby Care’s content and community engine from the ground up. own how Abby Care shows up across social, blog, creator, email, and community channels”
What You'll Achieve.
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; 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; 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
Industry & Context.
Relentlessly Resourceful; solve challenges with creativity
What They're Looking For.
Must Have
5+ years experience in content, social, or growth marketing, 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: 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
Nice to Have
Direct experience marketing to parents, caregivers, or healthcare audiences
What You'll Do.
build Abby Care’s content and community engine from the ground up
own how Abby Care shows up across social
and community channels
turn content work into measurable growth
create and edit content with a team
use performance data to decide what we should do more of
Architect the Content & Community Roadmap
Design and execute a multi-channel strategy across social
and creator platforms
Translate complex business priorities and state-specific programs into cohesive weekly and monthly content themes
Establish a distinct point of view for Abby Care
ensuring every piece of content supports acquisition
Translate Insights into Impact
Synthesize data from families
and market launches to create content that resonates deeply with our core audience
Build the "Content Engine"
Develop our first-ever operating model
including editorial calendars
and measurement frameworks
Strategically manage the mix of in-house
and agency resources to balance quality
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
ensuring high-impact prioritization
Execute High-Bar Storytelling
Write and produce versatile content
from high-energy short-form video scripts to empathetic educational explainers
Humanize intricate topics like Medicaid eligibility and caregiver benefits through emotionally resonant storytelling
Maintain a rigorous standard for craft—prioritizing hooks
and authentic audience empathy over generic copy
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
How You'll Work.
Team & Collaboration
collaborate with cross-functional teams like Paid Media and Lifecycle; Partner with Paid Media and Lifecycle teams; Act as the central intake lead for content requests across Growth, State Ops, and Leadership
Communication Scope
Exceptional Communication; storytelling instincts with the ability to write across various lengths and formats with emotional intelligence
Process & Methodology
Develop our first-ever operating model, including editorial calendars, briefing workflows, and measurement frameworks, Build lightweight systems that allow for rapid experimentation
Full Job Description
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
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