Consumer Growth

Job description

### **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** - San Francisco, hybrid (Tue–Thu in office). Not remote. Full-time. Solo role to start, with an experiment budget and access to engineering resources for high-impact work.