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Function has named Taj Alavi its first chief marketing officer, bringing in a marketing executive whose previous roles include Spotify, Uber and Instagram. The appointment comes after Function acquired Getlabs and SuppCo and secured $450 million in growth financing; the company also added Dr. Jen Ashton to its Medical & Scientific Board.
Health platform Function has appointed Taj Alavi as its first chief marketing officer, adding a marketing executive with senior roles at Spotify, Uber and Instagram as the company expands its membership-based testing and health insights business. The appointment follows a year in which Function acquired Getlabs and SuppCo and received $450 million in growth financing from General Catalyst’s Customer Value Fund, according to Athletech News.
Alavi most recently consulted at Neko Health. Before that, she was 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, Athletech News reported. The source did not provide a start date or details of her remit beyond leading Function’s marketing.
Function also added Dr. Jen Ashton to its Medical & Scientific Board. Ashton, a former ABC News chief medical correspondent and founder of women’s health platform Ajenda, is board-certified in obstetrics and gynecology and obesity medicine and holds a master’s degree in nutrition. She will advise on women’s health across Function’s offerings and help guide the company’s Medical Intelligence Lab, including work to account for women’s biology and changing health metrics over their lives.
The personnel news was part of Athletech News’ roundup of executive appointments across fitness and wellness businesses. The same report said indoor health technology company Visium named former Molekule chief executive Jason DiBona as CEO; U.K. Pilates equipment brand Fôld hired five commercial team members; and wellness franchise 4Ever Young appointed vice presidents of finance and technology. Those moves provide industry context but are separate from Function’s leadership changes.
Marketing Leadership for Function’s Expansion
Hiring a first CMO gives Function a dedicated senior marketing leader as it grows a business that combines membership-based testing with health insights. Alavi’s experience at major consumer platforms may be relevant as Function seeks to communicate its services and reach more members. However, the source does not describe specific marketing plans, growth targets or how the company will measure the appointment’s impact.
The financing and acquisitions help explain the timing: Function has expanded its business and obtained substantial growth funding, creating a larger operational and communications task. The appointment of Ashton adds a separate medical-advisory dimension. Her stated focus on women’s health and the Medical Intelligence Lab signals an effort to incorporate women’s biology and changes across life stages into the platform’s work. The report does not detail how that advice will affect specific tests or services.
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Function’s Recent Growth Moves
Function’s CMO appointment follows two acquisitions, Getlabs and SuppCo, and $450 million in growth financing from General Catalyst’s Customer Value Fund, as reported by Athletech News. Together, those developments mark a period of expansion for a business built around memberships, testing and health information. The source does not provide the timing or terms of the acquisitions, or describe how the businesses will be integrated.
The board appointment and the marketing hire are distinct changes announced in the same report. Alavi is set to lead marketing, while Ashton will advise on women’s health and the Medical Intelligence Lab. No additional details were given about the board’s structure, Ashton’s term, or how the lab’s work will be translated into Function’s services.
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Details of Alavi’s Mandate
The report confirms Alavi’s appointment and previous roles but does not state when she begins, who she reports to, or whether she will oversee particular teams or markets. Function has not been quoted directly in the source, and no specific marketing strategy, launch schedule or performance goals are provided.
It is also unclear how the $450 million in financing will be allocated, what operational changes will follow the acquisitions, and what concrete changes may result from Ashton’s advice. Her stated remit covers women’s health and the Medical Intelligence Lab, but the report does not name new tests, products or clinical initiatives. These details should not be inferred from the appointments alone.
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Function’s Next Growth Priorities
Function’s next steps will be reflected in how it develops its membership-based testing and health insights business and puts its recent acquisitions and financing to use. The report does not identify a scheduled product announcement or expansion milestone. Further company disclosures would be needed to establish Alavi’s initial priorities, the timing of any marketing plans and how Function intends to evaluate their results.
On the medical side, updates from Function could clarify how Ashton’s advisory work and the Medical Intelligence Lab address women’s health across the platform. For now, the confirmed development is the addition of a first CMO alongside a new medical-board member, against the backdrop of the company’s recent expansion.
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Key Questions
Who is Function’s first chief marketing officer?
Taj Alavi has been named Function’s first CMO. Her previous roles include global marketing positions at Spotify, Uber and Instagram, according to Athletech News.
What will Alavi do at Function?
She will lead marketing as Function expands its membership-based testing and health insights business. The report does not give further details about her remit, start date or specific plans.
Who else joined Function’s leadership or advisory group?
Dr. Jen Ashton joined Function’s Medical & Scientific Board. She will advise on women’s health and help guide the Medical Intelligence Lab’s work, the report said.
What recent developments preceded the CMO appointment?
Function acquired Getlabs and SuppCo and received $450 million in growth financing from General Catalyst’s Customer Value Fund, according to Athletech News. The report does not specify the financing’s terms or allocation.
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