Consumer Growth

Mission Own the arrival of The Path into the public consciousness and turn it into the default name people think of when they hear “AI therapy.” Use creative, data-driven growth to win attention in this new category, scale a free product that reaches people who are not getting help today, and build repeatable engines that drive tens of millions of users toward safe, effective AI therapy. Outcomes Category awareness and attention. The Path becomes a top-of-mind brand for AI therapy, visible in press, social media, and search, with clear growth in branded search and organic mentions. Channel testing and winning bets. Rapidly test many growth channels and tactics and identify a small portfolio of scalable winners with known CAC, retention, and playbooks. Research and media flywheel. Turn studies and product stories into ongoing earned media and creator coverage that drives meaningful, trackable user growth. Performance marketing and attribution. Stand up paid experiments with clear tracking, reporting, and basic attribution that show which platforms and campaigns are worth scaling. Owned and organic growth. Grow reach through social, content, SEO, and LLM search with simple systems and calendars that the team can run and improve. Partnerships and B2B distribution. Build and manage a pipeline of partners, close high-value distribution deals, and show repeatable ways to bring in users through organizations and platforms. Growth analytics and operating rhythm. Define core growth metrics, create simple dashboards, and drive a weekly growth cadence that uses data to decide what to start, stop, and scale. Competencies Growth experimentation. Comfortable running many small tests across channels, creatives, and audiences, then quickly leaning in on what works and shutting down what does not. Channel fluency. Understands how to grow through media, social, content, SEO, performance marketing, and partnerships and is curious about new and underpriced channels. Attribution and economics. Understands CAC, LTV, and payback and can set up simple attribution that is good enough to guide spend and time. Partnership and deal-making. Can source leads, pitch The Path, negotiate, and close deals that bring users, distribution, or credibility, then follow through on execution. Communication and storytelling. Clear and persuasive communicator in writing and in person who can frame research, product, and stunts in ways that press, creators, and users care about. Cross-functional collaboration. Works well with product, design, data, clinical, and AI teams and knows how to turn growth ideas into product experiments and how product changes open new growth loops. Ownership and speed. Takes responsibility for growth outcomes, moves quickly, and keeps a high bar for follow-through and quality with a high volume of output and sound judgment. Mission alignment and judgment. Understands that The Path optimizes for therapeutic benefit and safety and chooses growth tactics that respect vulnerable users and the long-term brand, with strong hunger to increase how many people get help. Quantitative and SQL skills. Uses data to size opportunities, read experiments, and understand ROI, and can pull core numbers with SQL or similar tools to stay unblocked.