Marketing

The Path; San Francisco (CA); Hybrid; USD 150,000 - 210,000; Full time

Job summary

The Path is seeking a hands-on marketing leader in San Francisco to scale AI mental health awareness and weekly active users. You will own organic social, creator partnerships, press, events, and cross-channel experiments, driving signup growth and measurable WAU with clinical and regulatory alignment.

You start as an IC and will build the marketing function as we grow, hiring creators and agencies and owning the roadmap and budget.

Qualifications

• Proven ability to grow organic reach and signups in consumer-facing products.
• Experience working with health, wellness, or regulated spaces is a plus.
• Strong creative and channel experimentation capabilities.

Responsibilities

• Own organic social, influencer/celebrity partnerships, PR, events, and lifecycle marketing.
• Lead experiments across channels, measure attribution from attention to signup and retention.
• Collaborate with founders, engineering, and clinical teams to prioritize growth investments.

Skills

Audience building

Creative copywriting

Regulated-claims judgment

Full-stack marketer

Data-driven experimentation

Cross-functional partner

Prioritization

Job description

Make The Path the most recognized and most trusted name in AI mental health, and turn that attention into rapidly growing weekly active users. You own the full attention surface: organic social, podcasts, press, events, celebrity and brand partnerships, and creator deals. When someone hears about AI therapy anywhere, it should be us they've heard of. When they look us up, they should see an unmistakable category leader with real clinical outcomes behind it. You start as a hands-on individual contributor and build the marketing function as we grow.

Mission

Make The Path the most recognized and most trusted name in AI mental health, and turn that attention into rapidly growing weekly active users. You own the full attention surface: organic social, podcasts, press, events, celebrity and brand partnerships, and creator deals. When someone hears about AI therapy anywhere, it should be us they've heard of. When they look us up, they should see an unmistakable category leader with real clinical outcomes behind it. You start as a hands-on individual contributor and build the marketing function as we grow.

Outcomes

• Grow new users and Weekly Active Users: Drive step-change, sustained growth in signups, which you own directly, and WAU, which you share with product. Attention that doesn't convert into retained users doesn't count.
• Build our organic engine: Establish The Path's presence across TikTok, Instagram, X, and YouTube (and other channels if strategic) with high-volume, creative, constantly iterating content. Treat campaigns like mini TV shows. Crank out experiments, kill what misses, double down on what hits.
• Land earned media at scale: Orchestrate podcast appearances, press moments, events, and celebrity and partner amplification, including our co-founder Tony Robbins and his audience, into repeatable spikes of awareness and signups rather than one-off moments.
• Define the category: Make "purpose-built AI therapy" a phrase people understand and associate with us. Draw the line between The Path and general chatbots, and position us against traditional therapy in ways that are compelling, credible, and compliant with our regulatory posture.
• Look like the category leader everywhere: Ensure that anyone who looks us up, whether a customer, a journalist, a clinic executive, a government buyer, or an investor, sees an outcome-focused industry leader across every channel and touchpoint.
• Build the function: Start by doing the work yourself. As channels prove out, hire and manage the content creators, editors, and agencies needed to scale them, and own the marketing budget and roadmap.

Competencies

• Proven Audience Builder: You have personally built large audiences or driven large-scale organic user growth for a consumer product, creator brand, or major platform. You know what makes content spread and what makes coverage happen, and you have the receipts.
• Creative Machine: You are relentlessly inventive, strong at copywriting, hooks, formats, and cultural moments, and you produce at volume, knowing most experiments miss and a few go huge.
• Regulated-Claims Judgment: You know how to be provocative about the category while being precise about the product. You work with clinical and regulatory reviewers on every claim, and you understand that in AI mental health, one careless viral moment can cost more than a hundred good ones earn. Experience in health, wellness, or another regulated space is a strong plus.
• Full-Stack Marketer, IC First: You personally execute across organic social, influencer and celebrity partnerships, PR, events, and lifecycle. This is a hands-on role to start, not a delegating role, and you build the team once the channels earn it.
• Data-Driven Experimenter: You form hypotheses, instrument them, test rigorously, and let results rather than taste alone decide what scales. You track attribution from attention to signup to retained user.
• Great Cross-Functional Partner: You work closely with founders, engineering, and clinical, and you help prioritize resources toward growth. High ownership without needing a monarchy.
• Ruthless Prioritizer: You focus everything on signups and WAU, resisting vanity metrics, awards-bait, 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.