Fractional CMO – Home Care

• *Must have deep knowledge of the US home care market** Families are breaking the bank for home care and the caregivers providing it are still underpaid. Carelancer is fixing both sides of that equation. We're a two-sided marketplace connecting families with verified home care professionals — Personal Support Workers (PSWs) and nurses. We're live in Canada and building our US entry strategy. We need someone to help us get there. What you'll own You'll come in, assess what's working vs. not, and focus on building a repeatable path to acquiring our first US clients. This is a hands-on role from day one, you define the roadmap through execution, not slides. The immediate priority is demand: acquiring care seekers in the US while ensuring we have the supply of care professionals ready to serve them. You'll report directly to the CEO and work closely with the leadership team to keep marketing aligned with business goals. What you'll build → An integrated go-to-market strategy that drives brand authority, customer acquisition, and revenue growth in the US → Digital marketing programs across SEO, paid search, email, and social that convert care seekers and attract care professionals → Content and storytelling that builds trust with families navigating one of the most stressful decisions of their lives, including short-form video, trends-driven content, and podcast growth → Clear performance metrics, CAC, conversion rates, and channel ROI and the discipline to act on them → Data-driven feedback loops, tracking what's working, cutting what isn't, and doubling down on what drives results → AI-powered marketing workflows that scale output without sacrificing quality or brand voice. You're the right person if → 8+ years in marketing with direct experience in home care, elder care, or health tech → You've launched or scaled a two-sided marketplace in the US, you understand supply and demand dynamics → You have a track record of getting first customers in a new market, not just building brand awareness → You understand how modern content formats, short-form video, trending content, podcasts — drive audience growth and know how to build a strategy around them → Deep US market knowledge, with Canadian market awareness as a plus → You operate as an individual contributor first, strategy comes through execution → You've thrived in early-stage, resource-constrained environments This is not the right role if • You only have agency or large-company experience • You're a brand strategist who doesn't execute • You've never worked on a marketplace or platform business • You need a fully built team before delivering results • You represent an agency or are looking to place one Home care touches some of the most vulnerable moments in a family's life. If this mission resonates with you and you have the experience to back it up, we'd love to hear from you.