Mission
Make The Path the loudest, most talked-about product in AI mental health. Turn that attention into rapidly growing weekly active users. You own the full consumer growth surface as a creative, high-velocity IC: social media, podcasts, events, celebrity and brand partnerships, activation, and monetization experiments. When someone hears about AI therapy anywhere, it should be us they've heard of.
Outcomes
Grow Weekly Active Users: Drive step-change, sustained growth in WAU, the single metric this role is accountable for.
Build our organic engine: Establish The Path's presence across TikTok, Instagram, and X (and other channels if strategic), with high-volume, creative, constantly-iterating content — treating campaigns like mini TV shows, cranking out experiments, and doubling down on what hits.
Land earned media at scale: Orchestrate podcast appearances, press moments, events, and celebrity/partner amplification (leveraging our co-founder Tony Robbins and his audience) into repeatable spikes of awareness and signups.
Optimize the funnel: Run rigorous experiments on activation, onboarding, pricing tiers, and paywalls — collaborating with product and engineering — so that attention converts into retained weekly active users.
Competencies
Proven Consumer Grower: You have personally driven large-scale user growth at a consumer product — subscription apps, digital therapeutics, or major consumer platforms (Spotify, ChatGPT-scale consumer motions all qualify). You know LTV/CAC, activation, retention, and pricing experimentation cold.
Creative Machine: You are relentlessly inventive — strong at copywriting, content formats, hooks, and cultural moments — and you produce at volume, knowing most experiments miss and a few go huge.
Full-Stack Marketer (IC): You personally execute across organic social, influencer/celebrity partnerships, PR, events, and lifecycle. This is a hands-on role to start, not a delegating role.
Data-Driven Experimenter: You form hypotheses, instrument them, A/B test rigorously, and let results — not taste alone — decide what scales.
Great Cross-Functional Partner: You work closely with engineering and help the product lead (founder/CTO) prioritize eng resources toward growth; you have high ownership without needing a monarchy.
Ruthless Prioritizer: You focus everything on WAU, resisting vanity metrics and shiny distractions.
Great to have
A track record of viral organic growth (e.g., built a brand to hundreds of millions of views on TikTok).
Experience in mental health, wellness, or digital therapeutics.
Experience working with celebrity talent or major brand partners.
Personal or other experience with therapy or coaching.
Logistics
