Sequencing

Role Description As Senior Manager, Lifecycle Marketing at Sequencing.com, you will own the end‑to‑end customer lifecycle across email, SMS, push, and in‑product messaging. You will design and run high‑impact programs that activate new customers, deepen engagement, and grow long‑term subscription value. You will work closely with Growth, Product, Data, Engineering, Bioinformatics, and Customer Success to turn complex genomic and health insights into clear, motivating messages that help people get more value from their DNA every day. - Own lifecycle marketing strategy across activation, engagement, retention, win‑back, and referral for Sequencing’s subscription products. - Map and refine customer journeys and segmentation using real‑time data to trigger personalized communications. - Plan, write, build, and launch lifecycle campaigns across email, SMS, push, and in‑product messaging with a strong focus on copy quality and clarity. - Translate complex genetic and scientific concepts into clear, benefit‑driven messages for consumers, partners, and healthcare‑adjacent audiences. - Build and optimize automated flows, including onboarding, education, upsell, cross‑sell, win‑back, and referral programs. - Maintain and evolve lifecycle templates, content libraries, and documentation so programs are consistent, efficient, and scalable. - Use AI tools to increase campaign volume and quality, from ideation and copy drafts to QA and performance analysis. - Design and run A/B tests across messaging, offers, timing, and workflows, and use insights to iterate quickly. - Partner with Product and Data to align lifecycle messaging with key product milestones, feature launches, and AI‑driven experiences. - Work closely with Customer Success to bring the voice of the customer into lifecycle strategy, content, and journey design. - Monitor lifecycle performance and share regular updates and insights with Growth, Product, and Leadership. - Ensure lifecycle communications reflect Sequencing’s brand voice and values while adapting tone for DTC, B2B2C, and healthcare segments. - Identify lifecycle gaps, drop‑off points, and opportunities to better support customers through their genomic health journey. - Collaborate with Engineering or Marketing Operations on data, event tracking, and tooling improvements that enable more advanced lifecycle programs. Qualifications - 5+ years in lifecycle, acquisition, or retention marketing, ideally with a DTC subscription or SaaS focus. - Expert‑level understanding of email and lifecycle platforms (e.g., Blueshift, Braze, Iterable, Klaviyo, or similar tools). - Hands‑on experience with Segment or a similar CDP to power advanced segmentation, dynamic content, and event‑driven journeys. - Proven track record building and scaling automated lifecycle flows (onboarding, engagement, retention, win‑back, referral) that move core business metrics. - Exceptional writing and editing skills, with a portfolio of lifecycle or CRM campaigns showing strong copy and clear impact. - Ability to translate technical or scientific content into personalized, approachable, benefit‑focused language for non‑expert audiences. - Strong analytical skills and experience using dashboards and simple analyses to make data‑driven decisions. - Deep familiarity with experimentation and A/B testing across email and CRM channels. - Comfortable using AI tools as a daily co‑pilot to brainstorm, draft, refine, and analyze lifecycle work. Benefits - Comprehensive medical, dental, and vision insurance coverage - 401(k) with company matching - Paid time off (PTO) - Paid volunteer time off - Fully remote work with home office stipend - Parental bonding leave - Clinical-grade whole genome sequencing for you and your family (private and confidential)

Role Description We are hiring a Senior Mobile Frontend Engineer to lead frontend work on our iOS and Android apps. You report into Engineering and partner daily with product, design, backend, and AI teams to ship features end to end. This is an IC3, initiative-level role with high autonomy and no direct reports. Your work puts clear, personalized health insights from a person's genome right in their pocket, so more people can understand their DNA and outsmart their genes. Impact - Own frontend development for our native iOS and Android apps built with React Native. - Turn product specs and Figma designs into pixel-perfect, high-performance mobile screens. - Ship features end to end, from first build to App Store and Google Play release. - Partner with backend engineers to wire up APIs, real-time data, and AI-powered features. - Make the app feel consistent and accessible across both iOS and Android. - Optimize startup time, responsiveness, and overall performance on modern devices. - Shape architecture, component design, and state management patterns for the mobile codebase. - Lead code reviews and hold the quality bar for everyone touching mobile. - Build rich, interactive screens with smooth animations and gestures. - Partner with QA to test, fix bugs, and get each release ready to ship. - Run App Store and Google Play release processes and keep the apps healthy over time. - Set best practices for mobile development that the whole company can follow. - Influence technical direction so our mobile experience scales with our growing customer base. Qualifications - 6+ years of professional frontend mobile development experience, with 3+ years building production apps in React Native. - Strong command of TypeScript and modern React patterns. - Solid grasp of how iOS and Android differ, and how to build for the constraints of each. - Hands-on experience integrating APIs, plus mobile performance optimization and debugging. - Comfortable working from product requirements and design specs without heavy oversight. - Clear communicator who collaborates well across product, design, backend, and AI. - Experience with Expo and EAS build workflows, animations, gestures, and rich interactive UI. - Familiar with mobile analytics, logging, and monitoring tools. - Track record owning mobile releases in the App Store and Google Play, ideally on apps with AI-driven or real-time features. Benefits - Comprehensive medical, dental, and vision insurance coverage. - 401(k) with company matching. - Paid time off (PTO). - Paid volunteer time off. - Fully remote work with home office stipend. - Parental bonding leave. - Clinical-grade whole genome sequencing for you and your family (private and confidential). Company Description Sequencing is building the interface between humanity and its DNA. Using clinical-grade whole genome sequencing, AI, and a rapidly expanding ecosystem of genomic applications, we help people better understand themselves, their health, and their future through their DNA. The human genome is one of the most valuable and underutilized resources in the world. Our mission is to transform the human genome into a lifelong source of personalized guidance and build the trusted home for every genome on Earth. As the world’s largest direct-to-consumer whole genome sequencing platform, Sequencing is helping define the future of AI-powered personalized health. We’re a profitable, venture-backed, fully remote company building category-defining products that help people better understand themselves through their DNA.

Role Description Sequencing.com is seeking a Customer Success Specialist to join the team. In this role, you will provide exceptional customer support, troubleshoot technical issues, and escalate complex issues to the customer support management team when needed. This role is focused on improving the overall customer experience by delivering 5 star customer support in a fully remote, shift based environment. - Provide responsive, high quality support to customers across email, phone, real time online chat, Intercom, Facebook, Reddit, and X. - Respond to customer questions related to product features, troubleshooting, billing, and general support with accuracy, empathy, and urgency. - Provide order and technical support for e-commerce platforms, marketplaces, and digital subscriptions. - Monitor and manage customer issues through resolution, escalating complex matters when needed. - Maintain accurate records of customer interactions and follow up to ensure a strong customer experience. - Partner across engineering, product, and sales to help resolve customer concerns and improve support outcomes. - Contribute to customer support documentation, including customer education content and how to guides. - Identify trends in customer feedback and share insights that help improve the overall customer experience. Qualifications - 1+ years of experience in customer support, customer success, or a similar role, with experience supporting online and digital services. - Experience using Zendesk, Intercom, Jira, or similar ticketing systems to manage, document, and resolve customer issues. - Experience supporting customers across email, phone, real time online chat, Intercom, Facebook, Reddit, and X, with strong written communication and follow up skills. - Experience troubleshooting customer, order, and technical issues across e-commerce platforms, marketplaces, digital subscriptions, CMS environments, and payment processing dashboards. - Experience using Slack, Zoom, and AI tools to support communication, collaboration, and customer support workflows. - Experience assessing and responding to support requests, feedback, and complaints, including triaging urgent issues, using de-escalation strategies, and navigating internal resources to find solutions. - Minimum 6+ months of remote work experience, with weekend and night availability required to support a fully remote, shift based environment. - Experience in tech support, genetics, healthcare, biotechnology, or SaaS is preferred; multilingual proficiency and familiarity with AI driven support tools and automation are a plus.

Role Description The Contract Creator Marketing Manager scales how Sequencing.com shows up through real people telling real stories about their health. You own creator and influencer programs across Instagram, TikTok, YouTube, and UGC platforms so more people can find Sequencing.com and outsmart their genes. You report to marketing leadership and work across growth, social, and creative teams to turn creator content into trusted, high performing assets. - Source and evaluate creators across Instagram, TikTok, YouTube, and UGC platforms. - Find creators inside health, wellness, chronic illness, rare disease, EDS and hypermobility, autoimmune, neurological, cardiovascular, longevity, and patient advocacy communities. - Build partnerships rooted in real health journeys, not scripts. - Manage outreach, negotiations, timelines, and deliverables from first message to final asset. - Develop briefs, content angles, and campaign concepts that connect to how people understand their DNA. - Review scripts, drafts, b-roll, and final videos before they go live. - Give creators clear feedback on hooks, storytelling, pacing, and clarity. - Translate whole genome sequencing, genetic health risks, medication response, rare disease screening, and personalized health insights into content people can actually follow. - Turn creator work into high performing assets across organic and paid channels. - Accelerate paid ad performance by producing UGC that converts. - Coordinate contracts, invoices, usage rights, whitelisting, and paid media permissions. - Partner with growth, social, and creative teams to bring Sequencing.com's story to life. - Track campaign progress, creator performance, and audience response. - Protect authenticity, tone, compliance, and scientific accuracy across every asset. Qualifications - 2+ years of experience in influencer marketing, creator partnerships, UGC, social media, or growth marketing. - Proven track record accelerating paid ad performance through sourced and produced UGC. - Experience working with medical, health, wellness, science, chronic illness, or rare disease creators, including hands on use of creator platforms such as Aspire. - Strong understanding of short-form video, creator storytelling, and paid social creative. - Strong visual literacy and trained eye for social trends and platform-native storytelling. - Skill writing briefs and giving actionable creative feedback. - Sound judgment around authenticity, tone, compliance, and scientific accuracy when working with sensitive health topics and patient communities. - Strong organization and attention to detail across many creators, deadlines, and moving parts. - Genuine interest in genetics, health, wellness, longevity, chronic illness, rare disease, or consumer health. - Experience working in a fully remote, global team environment.

Role Description As our Genomics Content Creator in Residence, you help millions of people understand their DNA through storytelling, education, and content they actually want to watch. You report to marketing leadership and work closely with growth marketing, bioinformatics, customer success, and leadership. Success means building trust, expanding awareness, and making genomics feel approachable for mainstream audiences across modern social and creator platforms. Qualifications - Graduated in genetics, genomics, genetic counseling, molecular biology, bioinformatics, or a related scientific field - Strong understanding of TikTok, Instagram, YouTube Shorts, Reddit, X, and creator ecosystems - Hands-on experience or strong interest in AI-native content creation and emerging AI creative tooling - Comfortable on camera and excited to become a public-facing voice in consumer genomics - Self-directed and proactive, able to generate ideas and move projects forward without heavy oversight - Comfortable working remotely in a fast-moving startup environment - Experience with social content creation or AI-generated media is a plus Requirements - Translate complex genomics, DNA, longevity, and wellness science into clear, benefit-oriented language anyone can understand - Create on-camera short-form and long-form content across TikTok, YouTube Shorts, Instagram, Facebook, X, Reddit, blogs, forums, and emerging platforms - Generate and test new hooks, narratives, visuals, and storytelling formats every week - Partner with bioinformatics and scientific teams to keep every public-facing claim accurate and trustworthy - Engage authentically in online communities where people are already talking about health, genomics, wellness, and longevity - Build credibility through expertise-first participation in Reddit threads, forums, and creator ecosystems - Surface real audience questions and emerging conversations that shape future content, product messaging, and education - Experiment with AI tools for ideation, editing, video creation, research, and audience engagement - Pioneer AI-native workflows that combine genomics education with modern content creation - Use platform analytics and engagement data to identify what works and double down on it - Run rapid A/B tests across hooks, formats, topics, and storytelling approaches - Scale high-performing content patterns across platforms and audiences - Help define Sequencing's public voice across modern social and creator culture

Role Description As Senior Product Manager, AI, you will own one of the most ambitious product initiatives in consumer health: transforming the human genome into an interactive source of lifelong guidance powered by AI. You will own the future of Sequencing’s AI platform that enables people to interact with their DNA through natural conversation and receive personalized guidance throughout their lives. This is not a traditional product management role. At the convergence of AI, genomics, consumer technology, and personalized health, you’ll help create an entirely new category of products that enable people to interact with their DNA and receive personalized guidance throughout their lives. As part of Sequencing’s AI Team, reporting directly to the Founder & CEO, you’ll work alongside leaders across Product, Engineering, Bioinformatics, and Design to transform emerging AI capabilities into experiences that will fundamentally change how humanity understands itself, manages health, and extends healthy lifespan. The ideal candidate is deeply AI-native, highly entrepreneurial, obsessed with customers, and motivated by building technology that can change lives at global scale. What you’ll own - Own the long-term vision, roadmap, and product strategy for Sequencing AI. - Define and launch AI-native experiences that transform genomic data into personalized, conversational guidance. - Rapidly evaluate emerging AI capabilities, models, agents, and workflows. - Partner closely with AI engineers and bioinformatics scientists to improve AI-generated health guidance. - Own product analytics, experimentation, and success metrics. - Run a tight execution and iteration loop using A/B testing, user feedback, and analytics. - Translate complex genomic science into clear, trustworthy consumer experiences. - Partner with Engineering to build reliable, scalable, and high-performance experiences. - Build and optimize onboarding, engagement, retention, and conversion experiences. - Champion the customer in every planning discussion. - Collaborate across Product, Engineering, Bioinformatics, Design, Growth, and Customer Success. - Help shape the future of AI-powered personalized health. Qualifications - 5+ years of product management experience shipping consumer-facing SaaS, healthtech, ecommerce, AI, or subscription products end to end. - Comfortable building products where no established playbook exists. - Significant experience with native mobile apps, iOS/Android app store lifecycle, app engagement, retention, and mobile product analytics. - Incredibly strong attention to detail across specs, timelines, user experience, acceptance criteria, analytics, and cross-functional execution. - Proven experience launching AI products that reached real consumers. - Strong intuition for consumer AI experiences, conversational interfaces, personalization, and products that people use repeatedly over time. - Ability to productize emerging AI architectures. - Experience leading LLM, agent, automation, machine learning, or AI-powered product features from prototype to scaled production. - Familiarity with LLM product concepts. - Strong technical fluency with APIs, AI platforms, data systems, mobile apps, web products, and modern software development workflows. - Demonstrated ability to identify and capitalize on emerging technology shifts. - Deep customer obsession and strong product taste. - Strong interest in healthcare, longevity, genomics, personalized medicine, AI, or human optimization. - Experience working with engineering teams to define resilient data contracts and scalable product architecture. - Excellent communication and collaboration skills with technical and non-technical stakeholders. - Proven ability to work autonomously in early-stage, startup, or highly ambiguous environments. - US-based and experienced working in fully remote teams.

Role Description Sequencing.com is hiring a Genetic Health Coach to join our Customer Success team. You will sit with customers over video and turn their whole genome sequencing results into clear, personalized health insights they can actually use. This is a high volume, fully remote role where you build trust every day and help people understand what their DNA means for their health. You will report into Customer Success, and experienced coaches will train and mentor you as you grow your skill in reading the genome. - Coach customers one on one over video every day, walking them through their whole genome sequencing results. - Turn complex genetic concepts into plain language anyone can follow, no matter their science background. - Answer hard questions with empathy, accuracy, and patience, especially when results feel overwhelming. - Guide customers through their genomic data and stay clear about what genetic results can and cannot tell them. - Build real trust and rapport with people from all backgrounds and levels of scientific knowledge. - Match your communication style to each customer's knowledge level and how they like to learn. - Create a safe space where customers feel free to ask any question. - Grow your expertise through hands on training and steady mentorship in genetics interpretation. - Share customer insights with internal teams to help make the product better. - Help build educational resources and coaching materials that customers and coaches rely on. - Keep up with new developments in genomics and genetic testing so your guidance stays accurate. Qualifications - Master's degree in Genetic Counseling, or a PhD in genetics, genomics, or a closely related life sciences field. - Strong grounding in human genetics, inheritance patterns, genomic testing, and variant interpretation. - Excellent verbal communication, with a knack for explaining complex science clearly to non-scientists. - Genuine empathy and patience with people who may feel anxious about their results, while holding healthy professional boundaries. - Comfort with ambiguity and confidence explaining the limits of genetic information. - Experience teaching, coaching, or educating non-scientists on complex scientific or medical topics, including building educational or curriculum content. - Clinical experience or training in genetic counseling, clinical genetics, medical genomics, or related healthcare fields, with familiarity with whole genome sequencing, variant analysis, and interpretation frameworks such as ACMG/AMP guidelines. - Experience using Slack and AI tools to support coaching and collaboration. - Comfortable working full time in a fully remote, high volume, customer facing environment.

Role Description Sequencing is hiring a Senior QA Engineer with strong manual testing skills and mobile testing expertise. This role focuses on leading quality for mobile and responsive experiences across iOS, Android, and modern web. You will join a remote, global engineering team building the platform that turns DNA into lifelong health intelligence. You will report to the Senior Manager of QA, and partner closely with engineering, product, and design. Success in this role means fewer mobile bugs in production and a confident, repeatable mobile release process. Qualifications - 5+ years of QA experience with strong mobile testing expertise. - Hands-on testing of mobile web and or native mobile applications. - Strong grasp of iOS and Android QA methodologies, device ecosystems, and responsive testing workflows. - Experience with browser and device testing tools, including BrowserStack or similar. - Experience with mobile automation tools such as Appium, Playwright, or similar. - API testing experience with Postman or Swagger. - Strong grasp of Agile QA processes and release testing practices. - Experience testing e-commerce or customer facing mobile applications, including mobile checkout and payment, is a plus. - Mobile performance testing and optimization experience is a plus. - Exposure to CI/CD pipelines and automation integration is a plus. - Accessibility and usability testing experience is a plus. Requirements - Lead QA for mobile and responsive application experiences across iOS and Android. - Develop and execute testing strategies for releases and production deployments. - Validate functionality, usability, responsiveness, cross device compatibility, and mobile performance. - Run exploratory, regression, smoke, and release testing across multiple devices and browsers. - Identify and document defects, usability concerns, and mobile specific edge cases with clear repro steps. - Run API and integration testing tied to mobile workflows using Postman or Swagger. - Support and expand mobile focused automated testing using Appium, Playwright, or similar. - Partner with engineering and product to improve mobile quality, user experience, and release readiness. - Improve QA processes and standards tied to mobile quality. - Mentor junior QA engineers and contribute to QA best practices. - Communicate quality risks and release readiness clearly to engineering and product.

Role Description Sequencing is hiring a Director of Security to build and lead a modern security program for a rapidly scaling genomics and AI platform. This is the company’s first dedicated security leadership hire and a chance to shape the long term security foundation for a platform that handles highly sensitive consumer genomic and health data. This is a Director level role on the Engineering team, reporting to the Head of Engineering, and leading the security function as it scales, including oversight of senior offensive security personnel and external security partners. Your success helps protect the human genome, build customer trust, and make personalized health insights from whole genome sequencing safer and more accessible for everyone. Qualifications - 10+ years of experience in security engineering, application security, cloud security, security management, or CISO level roles, including 3+ years in a senior leadership or director level position. - Proven experience building or significantly maturing security programs at rapidly growing consumer technology, ecommerce, SaaS, healthcare, or direct to consumer platforms. - Demonstrated experience protecting highly sensitive customer data, including protected health information, personally identifiable information, financial data, or genomic data. - Proven track record leading SOC 2, HIPAA, and ISO 27001 certification efforts from planning through successful audit completion. - Strong understanding of modern cloud and application security practices across AWS based infrastructure and modern web application environments. - Experience operating in fast moving startup or scale up environments with evolving systems, incomplete processes, and rapidly changing priorities. - Strong understanding of modern AI security risks, including AI governance, prompt and data leakage risks, AI assisted software development workflows, and developer AI tooling controls. - Experience managing SaaS governance, shadow IT risk, vendor security reviews, identity and access lifecycle management, and third party access controls. - Experience managing offensive security initiatives, external penetration testing vendors, red team exercises, vulnerability management programs, and remediation prioritization. - Strong cross functional leadership skills with the ability to influence Engineering, DevOps, Bioinformatics, Product, and Operations teams without direct authority. - Ability to balance strong security standards with startup speed, product velocity, and practical operational realities. - Experience presenting security posture, organizational risk, incident summaries, and compliance status to founders, executives, boards, auditors, or enterprise customers. - Hands on familiarity with governance, risk, and compliance platforms such as Vanta, Drata, or equivalent, security information and event management tooling, endpoint and identity management systems, Google Workspace or equivalent productivity suite security administration, SaaS access governance tools, Jira, Confluence, and AWS security services including CloudTrail, GuardDuty, and Security Hub or equivalent cloud security services. - Experience with modern edge and cloud security platforms such as Cloudflare Enterprise or equivalent, including web application firewall management, distributed denial of service protection, bot mitigation, Zero Trust access controls, API security, and internet facing application protection. - Experience in healthcare, consumer healthtech, or HIPAA regulated environments strongly preferred. - Based in the United States and able to work fully remotely. Requirements - Own the company’s security program end to end, including policies, procedures, playbooks, runbooks, training, governance, and security documentation. - Build the governance layer that turns ad hoc security work into a repeatable, measurable, and auditable security program. - Lead ongoing HIPAA and HITECH compliance review, security gap assessment, and remediation initiatives, while driving SOC 2 and ISO 27001 certification efforts from roadmap through audit completion. - Serve as the primary point of contact for auditors, regulators, customers, and external compliance partners. - Partner closely with Engineering, DevOps, Bioinformatics, Product, and Operations to embed security into every system that touches customer genomic and health data. - Establish and enforce AI governance policies covering company wide use of AI tools, including specific platforms such as ChatGPT, Claude, Cursor, and similar tools, or equivalent, along with data classification standards, acceptable use policies, prompt handling practices, and Data Loss Prevention controls. - Define and enforce security standards for contractors, agencies, consultants, and third party development partners, including intellectual property protection requirements, controlled access policies, device management expectations, and secure handling of customer data. - Build and maintain centralized visibility into company SaaS tools, shadow IT usage, third party integrations, identity and access management, and organizational data exposure risks. - Lead offensive security initiatives, including management of senior offensive security personnel, external penetration testing firms, vulnerability assessments, and remediation tracking. - Effectively manage offensive security workstreams even when the hands on technical work extends beyond the Director’s direct technical specialization. - Stand up and operationalize the company’s incident response program, including severity classification, escalation paths, communications, executive coordination, forensic readiness, and post incident review procedures. - Serve as a senior escalation point during security incidents and maintain availability for critical after hours incident response, breach investigation, and executive coordination when necessary. - Present security posture, organizational risk, compliance status, and security roadmap updates to executive leadership in clear, business oriented language. - Lead company wide security awareness and training programs covering secure coding, phishing resistance, AI tool usage, handling of sensitive genomic data, and operational security best practices. - Translate complex security findings into practical actions engineering teams can implement without unnecessarily slowing product velocity. - Complete an initial HIPAA and HITECH security review and deliver a prioritized remediation roadmap within the first 45 days. - Reach SOC 2 readiness within 6 months aligned with the company’s infrastructure modernization roadmap. - Establish a recurring external penetration testing cadence with measurable remediation tracking and executive visibility. Company Description

Role Description Sequencing.com is building the platform that turns clinical grade whole genome sequencing into a lifelong source of personalized health insights, from everyday wellness questions to serious health decisions. As our Associate Creative Director, you own how millions of people first meet that idea, understand it, and stay with it over time, across both brand and performance channels. You report to marketing leadership and partner closely with growth, lifecycle, product marketing, design, and leadership to ship campaigns, launches, and stories that help people understand their genome, trust whole genome sequencing, and act on what they learn. Impact - Turn complex genomic data into clear, emotional stories people understand and trust. - Shape the creative language that sets Sequencing.com apart in DNA, wellness, and personalized health. - Lead high performing creative across Meta, TikTok, YouTube, CTV, and emerging AI native channels. - Build creative systems across acquisition, engagement, retention, and subscription experiences. - Stay close to the work through concepting, art direction, writing, design, prototyping, and production. - Build fast loops for experimentation, testing, iteration, and learning. - Guide internal teams and external partners to a high, consistent creative bar. - Bring a clear point of view across brand and performance, and treat them as one craft. Dominant and Expressed Traits - 10 plus years in creative roles, including at least 3 years in a senior creative leadership role. - Hands on craft in at least two of art direction, design, copywriting, video, motion, or creative strategy. - Track record of high performing work for consumer internet, subscription, DTC, wellness, or technology brands. - Strong performance creative across Meta, TikTok, YouTube, and emerging AI native channels. - Daily fluency with AI creative tooling across image, video, motion, storytelling, and ideation. - Strong grasp of subscription dynamics, retention, and the end to end customer journey. - Experience leading internal creative teams and managing agencies, freelancers, and production partners. - High ownership and autonomy in a fast paced, fully remote environment; experience in wellness, healthtech, biotech, or adjacent categories is a plus.