Founding Marketing Lead
About the role
Mission
The Path is a research lab and consumer health company on a mission to provide therapy-grade help and coaching for anyone, anytime.
Over 3 billion people a year have a problem large enough to warrant therapy but the barriers to access - around price, time, geography, stigma, and language - are so large that less than 10% of these people are getting the help they need.
The Path exists because help shouldn’t depend on privilege, because intelligence should serve humanity, and because clarity is the first act of care.
Our purpose-built AI therapists provide evidence-based mental health support delivered through artificial intelligence, designed to get smarter with every session. The Path was built by a neuroscientist who understands how the brain actually changes. Most AI chat tools were not.
Every role here moves that work forward. Join a small, passionate in-person team in San Francisco building the AI and the clinical research behind it!
The Opportunity
We are seeking our first Marketing hire. As the Founding Marketing Lead you will 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.
Responsibilities
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.
Life at The Path
Work Model - San Francisco hybrid (Tue–Thur in office Union Square). Full-time
Benefits - comprehensive health/dental/vision/life insurance , flexible PTO, and WFH reimbursement
Our team thrives in a high-trust culture that fosters individuality, creativity, agency, and development
Our Commitment to Diversity and Inclusion
The Path is proud to be an equal opportunity employer. We celebrate diversity and encourage applications from everyone; especially those whose identities are traditionally underrepresented in tech. We do not discriminate on race, religion, color, gender expression or identity, sexual orientation, ancestry, national origin, citizenship, age, marital status, veteran status, disability status, political belief, or any other characteristic protected by law.
Application Process
We’re excited to review your application! If your experience aligns with business needs, our hiring team will reach out to schedule an initial screening call and walk you through the next steps of our interview process.
While we try our best to respond to everyone, the high volume of applications may mean we’re unable to provide individual updates if we decide not to move forward.