Responsibilities

• You own how families find Hera. You’ll build our consumer growth engine from the ground up.
• Deeply understand who we serve. You’ll immerse and fully understand the mental model of those we support, the trigger events where they think “I can’t do this alone”, the communities and resources they turn to for answers, and the hesitations that linger at the back of their mind before they say yes to support.
• Educate the market. No one knows what to search for. They’re looking for answers on what’s going on in their life right now “mom keeps falling”, “dad was just discharged from the hospital”, “mom keeps mixing up her meds”. You will find the language that makes Hera instantly understandable,
• Own the family demand engine. You’ll build and run our direct-to-family channels across search, content, community, social, and more. You’ll own the full funnel: how families learn about us, what convinces them to trust us, and what gets them to reach out.
• Experiment relentlessly, and do it with a flair. Everything we do at Hera is distinctive. We threw an art show for an 88-year-old that went viral and a talent show where every act is over 65. We want the same originality in how we build demand. You'll ship scrappy tests fast, kill what doesn't work without ego, and double down on what does. The best ideas in this role aren't in any growth playbook you've read.

Requirements

• You’re analytical and truth seeking. You know the difference between a metric moving in the right direction and a future growth channel of the business. You understand unit economics and make commercially sound decisions.
• You’re creative and generative. We don’t just do things because others do. You constantly produce new hypotheses, messages, campaigns, and channels to find the one that’s authentic to us and really works to scale.
• You’re obsessed with the customer. Quant tells you what; qual tells you why. You'll sit with families, listen to calls, and read every message before you write a single headline. You can hold both the spreadsheet and the story of the overwhelmed daughter in your head at once.
• You're a builder with incredible pace. You thrive bringing clarity to ambiguity. You aim to learn quickly through scrappy experiments and add rigor once something works.
• You understand trust is the asset. We serve a vulnerable population in the hardest moment of their lives. You'd never trade long-term trust for a short-term conversion, because you know trust is the moat and growth compounds on top of it.
• Based in NYC or willing to relocate