B2C Experimentation Specialist — Audience & Channel (backed by Y Combinator, $1M

Part‑time (≈ 10 hrs/week) • 8‑week project • Remote

Why We Need You

Legion Health has a strong pull from online directories, but we don’t yet know who converts best or which channels can scale. In two months, you will run rapid experiments that answer:

1. ICP Clarity – Which micro‑segments of insured Texans convert fastest and cheapest?

2. Channel Viability – Which growth channels will still matter when we 3× ARR?

Your findings will decide where we invest marketing dollars for the rest of the year.

Core Outcomes

1. Audience & ICP Discovery

• Launch micro‑budget ad probes on Meta (Facebook/Instagram) and Google Search/Display.

• Isolate high‑intent personas by age, condition (e.g., ADHD vs. anxiety), insurance, city, and message.

• Understand, at a granular level, who converts at the highest rate.

• Deliver quantified market‑size estimates and segment‑level CAC, CTR, and landing‑page‑CVR benchmarks.

• Produce a refined Ideal Customer Profile deck and messaging framework that the founders can weaponize in future campaigns.

2. Channel Discovery & Testing

• Design a sprint roadmap that touches every major growth lever once:

  • Paid search / AI search surfaces

  • Paid social (Meta, TikTok, YouTube)

  • Influencer micro‑campaigns (psychiatry YouTubers, mental‑health TikTokers, MD creators)

  • Directories (Zocdoc, insurer portals)

  • Organic social pilots

  • Referral hooks (B2B PCP outreach, C2C paid incentives)

• Ship a minimum‑viable test for each channel: instrument pixels, UTMs, and event triggers.

• Track real‑time CAC, payback proxy, and engagement signals (CTR > 4 %, landing‑page CVR, quiz completions).

• Kill or double budgets based on marginal CAC; document why each channel stays or dies.

• End with a ranked channel matrix: scalability score, cost efficiency, and next‑step experiments.

3. Measurement & Reporting

• Stand up a lightweight dashboard (GA4 or PostHog) showing spend, CAC, CTR/CVR, and first‑visit‑to‑booking rates.

• Send a crisp Friday memo: tests launched, costs, winners/losers, next week’s plan.

• Deliver a final hand‑off report and 30‑day roadmap that the team can execute without you.

Must‑Have Skills

• Hands‑on media buying in Meta Ads Manager and Google Ads (setup, creative, tracking, optimization).

• Growth‑experiment design: you can go from hypothesis to live test in < 48 hours on a small budget.

• Data fluency: GA4, Looker Studio, PostHog, or SQL for cohort/CAC/LTV analysis.

• Lean creative chops: comfortable whipping up ad variants in Canva/Figma or directing a freelancer in 24 hours.

• Channel breadth: prior experiments in at least three of the following—SEO, TikTok ads, influencer seeding, Zocdoc, referral loops.

• Communication: write clear memos and present insights to non‑marketers in 10 slides or fewer.

Engagement Details

• Time – Roughly 10 hours per week for eight weeks (renewable if ROI is obvious).

• Compensation – Competitive hourly or project rate.

• Budget – Dedicated test pool for ads, influencer fees, directory listings, and tooling. You control allocation.