Consumer Growth

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.