--- title: 'Founding Marketing Lead at The Path' canonical: 'https://feeny.ai/job/founding-marketing-lead-the-path-san-francisco-37asen17rn7z' type: 'job' last_seen: '2026-09-16' --- # Founding Marketing Lead at The Path - **Company:** The Path - **Location:** San Francisco, CA - **Employment:** full-time - **Work type:** hybrid - **Posted:** 2026-08-06 - **Last confirmed live:** 2026-09-16 - **Apply:** https://jobs.ashbyhq.com/pathos/0ef2ce13-e8de-4aa7-82c8-0a2422da3c01 ## Job description 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. ## About The Path ## Company Overview - **One-liner**: The Path is an AI therapy and coaching app built by a neuroscientist and psychologist, co-founded with Tony Robbins, that delivers challenge-based mental health support personalized to each user. - **Entity Type**: Private (product launched April 2026) - **Headquarters**: San Francisco, California, USA - **Founded**: Not publicly disclosed - **Founders**: Dr. Anson Whitmer (CEO & Co-Founder), Tony Robbins (Co-Founder), Tyler Sheaffer (CTO & Co-Founder) ## Core Business - **Primary industry**: Digital mental health / AI therapy - **Target customers**: B2C – individuals seeking therapy, coaching, and personal growth - **Mission**: To build the world’s most effective AI therapist by combining neuroscience research with proven coaching frameworks, moving users forward instead of keeping them engaged on the app. ## Products & Services - **The Path App (Consumer)**: An AI-powered therapy and coaching platform available in 50 languages. Offers 11 distinct AI therapist personalities with different styles (e.g., direct, warm, results-focused). Uses proprietary AI built on Dr. Whitmer’s research on attentional scope and rumination, and Tony Robbins’ State → Story → Strategy and 6 Human Needs frameworks. Includes proactive check-ins, session-length limits, daily challenges, and a rich personal profile that adapts over time. ## Market Standing - **Valuation**: Not disclosed - **Key Metrics**: 50K+ active members, 2.5M+ sessions completed, 2,700+ reviews with a 4.9★ App Store rating, 42× more compute per session than general use AI. - **Notable Investors/Partners**: Co-founded with Tony Robbins. Clinical oversight by Medical Director Dr. Dean Ornish, M.D. (Clinical Professor of Medicine at UCSF). The team includes PhDs in psychology, neuroscience, and machine learning. - **Growth Signals**: Rapid adoption since April 2026 launch; 2.5M sessions completed; expanding AI therapist personalities (including a Tony Robbins AI in development); 4.9★ rating with high user retention. ## Competitive Advantages - **Unique founding team**: A neuroscientist CEO with 2,600+ research citations in rumination and executive control, combined with Tony Robbins’ 45 years of coaching methodology. - **Challenge-based design**: The Path intentionally breaks the engagement-loop pattern common in wellness apps by limiting session length and proactively challenging users, based on peer-reviewed research. - **Individual-level personalization**: Builds a model of each user rather than applying population-level averages, leading to compounding insight over time. - **Clinical credibility**: Overseen by Dr. Dean Ornish, whose lifestyle-medicine research is reimbursed by Medicare, and a team of licensed clinicians. ## Strategic Focus - Scaling the platform to serve millions, with a continued emphasis on personalization and outcome measurement. - Launching a Tony Robbins-specific AI therapist for relationship and career coaching. - Deepening clinical validation and integrating evidence-based protocols (CBT, ACT, solution-focused therapy, motivational interviewing). ## Why Work Here - **Team & culture**: “Small, in-person-first team in San Francisco” – a highly collaborative, mission-driven environment where every role (engineering, clinical, design, operations) directly shapes mental health access. - **Engineering & AI**: Build the proprietary AI engine from the ground up, working at the intersection of neuroscience, machine learning, and clinical research. - **Values**: Emphasis on “exceptional ability” and mission alignment; the company prioritizes real outcomes over vanity metrics. - **Perks**: Likely includes meaningful equity in a fast-growing startup, direct exposure to world-class research and coaching frameworks, and the chance to define the next era of therapy. ## Sources 1. [thepath.ai](https://www.thepath.ai/) 2. [thepath.ai/careers](https://www.thepath.ai/careers/) 3. [thepath.ai/about](https://www.thepath.ai/about/) 4. [thepath.ai/about/our-team](https://www.thepath.ai/about/our-team/) 5. 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