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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 pipelines from creative to landing page to performance feedback, and write the playbook for how Petfolk does AI-powered growth.

Requirements

Must Have

• AI-Native Builder. You don't just use AI tools. You build systems with them. You've put together workflows, automated pipelines, or created AI-powered tools in a marketing or growth setting. You can show us what you've built and talk through why you made the choices you did.
• Claude and LLM Fluency. Real experience with Claude or comparable models. You get system prompt design, structured outputs, tool use, and evaluation loops. You treat prompts like code: you version them, test them, and improve them over time.
• Workflow Automation. You've built multi-step automated workflows in N8N, Make, Zapier, or something similar. You've connected APIs, handled conditional logic, and dealt with things breaking in production. The specific tool matters less than the experience.
• Analytical Rigor. You can set up experiments, read results honestly, and build systems that track what matters. A/B testing, attribution, and performance dashboards across paid channels.
• Semi-Technical Chops. Maybe you code, maybe you don't. Either way, you can read an API doc, write a script when you need to, debug an integration, and build with low-code tools without asking engineering for help.
• Self-Directed. Give you a goal and you'll find the path. You've worked in places where things moved fast, the roadmap was fuzzy, and you had to figure out what mattered most and go do it.

Strongly Preferred

• Agentic Systems Experience. You've built or prototyped agentic AI workflows where the system takes actions, calls tools, makes decisions, and routes work to a human when it should. Bonus points for Claude tool use or MCP experience.
• Custom MCP Development. You've built Model Context Protocol servers or integrations that plug LLMs into external tools and data sources.
• Background in top-tier consulting, banking, product, or high-growth startups
• AI Compliance Awareness. You pay attention to FTC guidelines and platform rules around AI-generated content in ads. As a pet health brand, trust matters a lot to us, so this is more important here than it might be elsewhere.
• Prompt Engineering Discipline. You keep prompt libraries, run evals, version your system prompts, and treat the craft seriously. Beyond being good at using an LLM, you're good at building reliable systems on top of one.

Why Petfolk

• Be part of 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 $200,000 Annual Base

Apply with a portfolio of things you've built.

What you've built matters more to us