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Function has appointed Taj Alavi as its first chief marketing officer, drawing on her senior marketing roles at Spotify, Uber and Instagram. The move comes after a year of expansion that included two acquisitions and $450 million in growth financing; the company also added Dr. Jen Ashton to its Medical & Scientific Board.
Function has named Taj Alavi its first chief marketing officer, appointing a marketing executive with experience at Spotify, Uber and Instagram as the health platform expands its membership-based testing and health insights business. The company has also added Dr. Jen Ashton to its Medical & Scientific Board to advise on women’s health.
Alavi previously served as global head of marketing at Spotify and led global brand and creative at Uber. At Instagram, she oversaw global brand marketing and helped launch Stories as the platform grew from 300 million to 1 billion users, according to the report. Most recently, she consulted at Neko Health. Function did not disclose details of her remit beyond leading marketing, or provide information about her compensation.
The appointment follows a year in which Function expanded through the acquisitions of Getlabs and SuppCo and received $450 million in growth financing from General Catalyst’s Customer Value Fund, the report said. Those developments provide the business context for bringing in its first CMO, though the company has not described specific marketing plans or set targets for the role.
Separately, Ashton will advise on women’s health across Function’s offerings and help guide the work of its Medical Intelligence Lab. The report identifies her as a former ABC News chief medical correspondent and founder of women’s health platform Ajenda. Ashton is board-certified in obstetrics and gynecology and obesity medicine and holds a master’s degree in nutrition.
Marketing Leadership as Function Expands
Creating a first CMO position gives Function a dedicated senior marketing leader at a time when its business and reach are growing. Alavi’s background spans consumer-facing brands and large-scale platform growth, experience that may be relevant as Function develops its membership offering. The company has not said how it will measure the role’s effect, so any expected impact on membership, customer acquisition or revenue remains unconfirmed.
Ashton’s appointment adds a separate medical perspective to that expansion. Her stated role is to advise on women’s health and contribute to the Medical Intelligence Lab’s work on how women’s biology and health metrics change throughout life. This matters to how Function says it intends to shape its health offerings, but the source does not detail planned products, clinical protocols or changes that will result from her advice.
Together, the appointments show Function adding both marketing leadership and medical advisory capacity. They do not, on their own, establish whether the company’s expansion is improving health outcomes or how its services will change.
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Function’s Recent Growth Moves
Function describes its business as membership-based testing and health insights. Its recent acquisitions of Getlabs and SuppCo, alongside the reported financing from General Catalyst’s Customer Value Fund, mark a period of expansion. The source does not explain the terms of the acquisitions or specify how the acquired businesses are being integrated.
The personnel changes are part of a broader set of executive and commercial appointments reported in the same Athletech News roundup. They include Visium’s appointment of Jason DiBona as CEO, five commercial hires at U.K.-based Pilates equipment brand Fôld, and finance and technology vice presidents at wellness and aesthetics franchise 4Ever Young. Those are separate company developments; Function’s CMO appointment is the focus here.
Role Scope and Plans Remain Open
The report does not give a start date for Alavi, outline the size of Function’s marketing team, or specify priorities and performance measures for the new CMO. It also does not say whether the company plans to change its marketing strategy or membership offer under her leadership.
For Ashton’s advisory role, details are also limited. Function has not publicly outlined specific recommendations, projects or timelines for the Medical Intelligence Lab work she will help guide. The source does not provide further information on the financing terms, the integration of Getlabs and SuppCo, or how the expansion has affected Function’s membership and operations.
Watch for Function’s Next Steps
The next developments to watch are Function’s communications about Alavi’s marketing priorities and any plans for its membership-based services. Further details on how the company is integrating Getlabs and SuppCo could clarify how those acquisitions fit its growth strategy.
On the medical side, updates from Function about the Medical Intelligence Lab may show how Ashton’s advice is being applied to women’s health across the company’s offerings. No launch dates, specific initiatives or follow-up announcements were provided in the source report.
Key Questions
Who is Function’s first chief marketing officer?
Taj Alavi has been named Function’s first CMO. She previously held marketing roles at Spotify, Uber and Instagram and most recently consulted at Neko Health.
Why did Function appoint a CMO now?
The appointment comes as Function expands its membership-based testing and health insights business. The company’s recent growth included acquisitions of Getlabs and SuppCo and $450 million in growth financing, according to the report. Function did not state a specific reason for the timing.
What will Dr. Jen Ashton do at Function?
Ashton has joined Function’s Medical & Scientific Board. She will advise on women’s health across its offerings and help guide the Medical Intelligence Lab’s work on women’s biology and changing health metrics throughout life.
Has Function announced changes to its services?
The source report does not identify any new services or changes to Function’s membership offering resulting from these appointments. It also does not provide a timeline for further announcements.
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