About Petfolk

Petfolk is a veterinary care company founded by Dr. Audrey Wystrach. We run modern clinics, a 24/7 virtual care app, and a connected care model that pet parents actually love. Our NPS sits above 90. Newsweek put us in their top five Most Loved Workplaces globally. We've raised north of $116M from Deerfield Management, White Star Capital, Movendo Capital, and others.

The Opportunity

We are hiring a Strategy Lead, AI to build the systems that acquire pet parents. You will sit inside Marketing and report to the VP of Growth.

This is a builder role. You will write code, stand up agents, wire data, and ship experiments. You will not design ads or write copy by hand. You will build the machines that do, then measure whether they worked.

You will also be our authority on measurement. When someone asks whether a channel is incremental, why booked appointments diverge from platform-reported conversions, or how to read a geo holdout, you answer. Fluency in the Martech stack and in attribution is a core requirement, not a bonus.

Success is simple: more pet parents booked at lower cost, and a team that runs more experiments per week than it did the month before.

What You’ll Do

Conversion and site

• Own conversion rate optimization on petfolk.com and our booking flow. Run a standing test program with clear hypotheses and honest readouts.
• Analyze site traffic end to end: acquisition source, landing behavior, drop-off, and booking. Turn that into a prioritized test backlog.
• Build the landing page iteration loop. Generate variants, deploy, read results, feed winners back into the next round. The loop should run weekly without waiting on a designer.

Creative and media

• Build AI systems that produce and edit ad creative, static and video, from brief to test-ready variants. Connect output to performance data so the system learns what wins.
• Design and run creator programs with AI agents: sourcing, outreach, briefing, asset intake, tracking, and payment reminders. One person should be able to run a program that normally takes a team.
• Deploy agents across paid media, SEO, and PR where they beat the current process.

Measurement and data

• Own marketing analytics. Attribution, incrementality, MMM, offline conversion feedback, and the dashboards the team runs on.
• Connect the stack. Build MCP servers and integrations between Claude and our platforms: Snowflake, Braze, Gladly, Meta, Google, GA4, and the site.
• Build business cases and ROI models for AI and non-AI initiatives. Track CAC, ROAS, booking rate, test velocity, and creative win rate.

Systems and growth

• Invent unconventional tactics. An agent that manages partnerships. A pipeline that turns clinic reviews into ads. Something we have not thought of. Growth comes from tactics competitors do not run.
• Set quality standards, brand guardrails, and human review gates for AI-generated work, including FTC and platform rules on AI in advertising.
• Over time, orchestrate multi-agent systems with handoffs and review, and write the playbook for how Petfolk does AI-powered growth.

Requirements

Must have

• You build. Python or TypeScript, APIs, SQL against a warehouse, shipping to production. You have built AI-powered systems in a marketing or growth setting and can show them.
• Agent and LLM depth. You have built agentic workflows that call tools, make decisions, and route to a human when they should. You know Claude or comparable models, structured outputs, tool use, and evals. You version prompts and test them like code. MCP experience required.
• Martech and measurement expertise. You know the modern stack: CDPs, ESPs, server-side tracking, conversion APIs, reverse ETL, warehouse-first analytics. You can explain incrementality versus last-touch, run a geo holdout, and reconcile platform data against the warehouse.
• CRO and experimentation. You have run a conversion program on a real site: hypotheses, test design, statistical readouts, and shipped winners.
• Self-directed. Give you a goal and you find the path. You have worked where the roadmap was fuzzy and things moved fast.

Strongly preferred

• Paid media operating experience on Meta and Google, including creative testing at scale.
• Creator or influencer program experience.
• AI video and image generation and editing pipelines.
• MMM or incrementality modeling (Meridian, Recast, or comparable).
• Experience in a multi-location consumer business.

Why Petfolk

• Join a cohort of AI Leads building something new across the whole company.
• Full autonomy and real ownership, reporting directly to the functional VP
• A company that's genuinely investing in AI, not just talking about it.
• Work that connects to something real. Better marketing means more pet parents find better care for their animals.

Work Environment

NYC HQ (4 days per week in-office preferred).

This position requires minimal travel, up to 10%, to headquarters for in-person meetings and to pet care centers to familiarize yourself with operations and ensure timelines are met.

Compensation:

$150,000 to $180,000 Annual Base

Apply with a portfolio of things you've built.

Send links to things you built: repos, demos, write-ups, dashboards. We will ask you to walk through one live.