Strategy Lead, AI-Marketing

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’re hiring an AI Strategy Lead to own how AI powers Petfolk’s marketing engine — the systems that produce, test, and optimize creative, landing pages, and campaigns. This person will sit inside the Marketing function and report directly to the VP of Growth.

To be clear, this isn’t a marketing job with some AI added on. Your job isn’t to design ads or write landing page copy. It’s to build the AI-powered systems that let the team produce, test, and iterate far faster than traditional marketing allows.

Your first job is to get deeply fluent in how marketing actually runs today — the MarTech stack, where the data lives, how a brief becomes a live campaign, and where the handoffs cost us days. From there, you’ll ship the first automated production pipelines, stand up the analytics to prove they work, and iterate relentlessly — refining prompts, workflows, guardrails, and review checkpoints until the output is genuinely good enough to ship without a human rewriting it.

Over time, this role expands. You’ll move from individual pipelines to orchestration — multi-agent systems with handoffs and human review, self-optimizing loops that run from ad creative to landing page to performance feedback and back. You’ll take on broader ownership of marketing performance analytics, build business cases, model ROI, and partner with Brand, Engineering, Operations, and Medical to put improvements in place.

This is not a role for someone who wants to observe or advise. It’s for someone who looks at how things are currently working, figures out what’s slowing it down, and fixes it. You’ll own work end to end — from figuring out the problem to putting something in place and making sure it actually gets used.

Success in this role is simple: The marketing team ships more, tests faster, and acquires pet parents at lower cost because of the systems you put in place.

What You’ll Do

• Audit the marketing workflows and MarTech stack end to end — map where time is lost, where data doesn’t move between systems, and where AI is the right lever versus where a process change is the better one.
• Stand up the foundational AI infrastructure for the function: Claude Projects with well-designed system prompts, a versioned prompt library, and shared patterns other teams can build on.
• Build and own the automated creative production pipeline — brief in, dozens of on-brand variants out, ready for testing across static and video.
• Build the landing page generation workflow, from brief to deployable page or Unbounce-ready template, with variant generation built in for A/B testing.
• Define and document quality standards, brand guardrails, escalation rules, and human review checkpoints for AI-generated creative and copy — including compliance with FTC guidelines and platform rules on AI-generated advertising.
• Own the ongoing cycle of implementing, testing, evaluating, and iterating on AI-supported workflows. Refine prompts, logic, and review gates to drive the best possible outcomes, prioritized by business impact.
• Deploy agentic workflows across SEO, PR, and paid media, and build custom MCP integrations connecting Claude to our marketing platforms and data sources.
• Build the ad performance analytics layer and A/B testing frameworks. Analyze creative performance, channel attribution, and conversion data to surface where the next gain is.
• Build business cases and economic analyses for both AI and non-AI initiatives, including expected impact on CAC, ROAS, creative velocity, conversion rate, and return on investment.
• Establish reporting and review processes that give clear visibility into performance. Define and monitor KPIs including cost per acquisition, time from brief to live, test velocity, creative win rate, and implementation progress.
• Work cross-functionally with Brand, Engineering, Operations, Medical, and other stakeholders to drive alignment, establish clear ownership and timelines, and ensure accountability across initiatives.
• Over time, run multi-agent systems with handoffs and human review, build self-optimizing pipe…