The Challenge
Probably Genetic is disrupting rare disease diagnosis and treatment access using AI and at-home testing, backed by Khosla and Y Combinator. You'll build a marketing function from the ground up that balances rigorous performance marketing with patient trust—the hardest problem in healthtech.
Your Mission
Define and instrument the full patient acquisition funnel (discovery → diagnosis → trial/treatment enrollment) with clear CAC/LTV models across paid search, social, SEO, and partnership channels
Audit current brand positioning and competitive landscape; develop a 6-month brand and messaging narrative that resonates with patients, caregivers, and clinical partners
Map the existing marketing team structure, skills gaps, and hiring roadmap; secure budget and hire first 1-2 critical roles (e.g., performance marketer, content/brand lead)
Launch 2-3 high-impact experiments (channel testing, messaging variants, funnel optimization) to establish baseline performance and quick wins
Build a fully instrumented analytics dashboard tracking CAC, LTV, payback period, retention, and channel ROI; present insights to board and leadership monthly
Execute 3-4 integrated campaigns connecting paid performance channels with brand storytelling, PR, and partnerships; measure impact on brand lift and patient outcomes
Grow patient acquisition volume by 30-50% while maintaining or improving CAC economics; optimize top 3 channels and pause underperformers
Establish a patient feedback loop (NPS, qualitative interviews, journey analytics) and translate 5+ insights into product and marketing improvements
KPIs You'll Own
Patient Acquisition Cost (CAC)
Track cost per new enrolled patient by channel (paid search, social, organic, partnerships); tie to payback period and LTV.
Lifetime Value (LTV) & Retention
Measure patient engagement, retention rate, and long-term value; ensure LTV:CAC ratio supports sustainable growth.
Conversion Funnel Metrics
Monitor conversion rates at each stage: discovery → diagnosis → trial/treatment enrollment; identify and optimize bottlenecks.
Channel Performance & Attribution
Measure ROI, volume, and quality by channel; use multi-touch attribution to inform budget allocation and testing.
Brand Health & Trust Metrics
Track brand awareness, consideration, and trust sentiment among patients, caregivers, and clinical partners; correlate with performance metrics.
Patient Experience & NPS
Monitor NPS, qualitative feedback, and journey satisfaction to ensure marketing messaging and experience align with patient needs.
Tools & Stack
Your Team
Your Manager
CEO
Current Team
Unknown team size; likely small or non-existent marketing function
New build-out: expect to hire performance marketer, brand/content lead, and analytics/ops roles in first 6-12 months
The Package
Salary
$220K-$280K base
Variable
Likely 10-20% performance bonus (not specified)
Equity
Meaningful early-stage equity (Series A/B implied; exact % not stated)
Remote
On-site in San Francisco, CA
Benefits & Perks
Company Intelligence
Probably Genetic operates a data platform that discovers undiagnosed patients online, uses machine learning and at-home testing to assess disease state, and enables compliant patient communication. They help patients access diagnoses, clinical trials, and treatments faster. Backed by Threshold, Khosla, and Y Combinator.
Funding
Multiple rounds including Series A/B (Threshold, Khosla, Y Combinator)
Customers
Drug developers, patient advocacy groups, patients with severe/complex diseases
Culture
Tight-knit, ambitious problem-solvers united by patient mission; lean, all-star team; mission-driven culture
Is This Role For You?
- You've led B2C or B2B2C growth marketing in healthcare, biotech, or regulated industries and understand compliance, privacy, and patient trust
- You obsess over metrics, experimentation, and data-driven decisions; you can code dashboards or at least read SQL and speak fluent analytics
- You can do both: build rigorous performance marketing programs AND develop brand narratives that resonate with patients and clinical audiences
- You thrive building teams and processes from scratch; you're comfortable being hands-on now and scaling leadership later
- You genuinely care about patient outcomes, not just CAC curves; you'll push back if growth metrics conflict with patient needs
- You've only worked in non-regulated industries or don't understand compliance, privacy regs (HIPAA), or healthcare marketing nuance
- You're purely a brand/creative marketer with little hands-on experience with performance channels, analytics, and experimentation
- You need a fully built-out marketing team and infrastructure day one; this is a founder-mode role requiring scrappiness
- You're uncomfortable with direct CEO reporting or being the single point of ownership for all marketing strategy
Interview Process
Initial Screening
CEO or recruiting partner; 30 min conversation on healthcare marketing background, mission fit, and growth philosophy
Case Study / Problem-Solving
Present a healthcare marketing challenge (e.g., patient acquisition funnel, brand + performance balance); expect whiteboarding or written response
Deep Dive with CEO
60 min with CEO on strategy, metrics, team building, and how you'd approach first 90 days
Cross-functional Panel
Conversations with product, clinical/ops, and finance leads on how you'd collaborate across functions
Reference Check & Offer
References from past CMOs/marketing leaders; offer includes base, bonus, and equity details
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.