Director of Marketing & Growth

A Note from the Founder

The company began as something personal.

Before it was a company, it was a question I was trying to answer in my own life:

Why do we know so much about personal growth, yet struggle to live it consistently?

Over the years, what we created resonated far beyond anything I imagined. Millions of people around the world now use the company products as daily rituals to slow down, reflect, and live more intentionally.

Today, we’ve sold over  4 million products globally  and reached millions of people around the world. But we are still early in our journey. We are building something that can scale meaningfully without losing its soul.

This role matters because marketing at the company is not about noise or growth at any cost. It is about turning purpose into presence, and presence into sustainable scale.

If you are excited by the idea of building a world-class brand rooted in intention, ritual, and real impact, this role is for you.

— Alex Ikonn

Founder, the company

About the company

The company exists to help people design better lives through small, consistent rituals that compound over time.

We create physical tools and experiences that turn personal growth into something people can actually live. Not through pressure or motivation, but through structure, reflection, and intention.

We are the  creators of the most viral journal in the world, The Five Minute Journal , a product that helped turn gratitude into a daily practice for millions of people globally. To date, the company has sold  over 4,000,000 products worldwide  and built a deeply loyal, values-driven community.

Our products are used and recommended by  Tim Ferriss, Emma Watson, Lily Collins , professional athletes, CEOs, founders, and leaders across industries, alongside millions of everyday people seeking more intentional lives.

The company has been featured in  The New York Times, Vogue, Forbes, ELLE , and other leading global publications.  The New York Times  described the company as a brand that has  “turned gratitude into a global movement.”

Today, the company is a profitable  eight-figure brand  with a clear path to becoming a  $100M+ global business . We are entering a pivotal phase of growth and are looking for a senior marketing leader who can help us scale with focus, taste, and discipline, while preserving the heart of what makes this brand matter.

The Role

The  Director of Marketing & Growth  will own how the company shows up in the world and how it grows.

This is a senior, hands-on leadership role at the intersection of  brand, content, performance, and commerce . You will be responsible for building a modern marketing engine that drives awareness, revenue, and long-term brand equity.

You will work closely with the founder and leadership team and play a central role in shaping the future of the company. This role is expected to grow into a  Chief Marketing Officer  position for the right person.

What You’ll Do

Own the Marketing Vision

• Lead end-to-end marketing strategy across brand, content, performance, and e-commerce

• Translate the company’s mission, worldview, and values into a clear, consistent market presence

Build & Lead the Marketing Organization

• Hire, develop, and lead a high-performing marketing team

• Manage agency partners across paid media, creative, and growth

• Build systems that enable speed, clarity, and accountability

Scale Content, Social & Community

• Lead organic content and social strategy across Instagram, TikTok, YouTube, and emerging platforms

• Build content systems that prioritize consistency, learning, and iteration

• Ensure content reflects the depth, warmth, and intelligence of the brand

Own E-Commerce Growth

• Oversee Shopify and Amazon performance with accountability for revenue and profitability

• Partner closely with product, operations, and customer experience to deliver a seamless journey

Guide Paid Media & Partnerships

• Oversee paid acquisition strategy in partnership with external agencies

• Build influencer, UGC, and creator partnerships that feel authentic and community-driven

Drive Data-Informed Decisions

• Use analytics, experimentation, and attribution tools (e.g., Northbeam, Triple Whale) to guide decisions

• Balance data with intuition, brand sensibility, and long-term thinking

Strengthen Retention & Lifecycle

• Elevate email and SMS programs to deepen engagement and lifetime value

• Treat customers as long-term community members, not just transactions

Who You Are

A Builder

• You have built marketing systems, teams, or brands, not just managed them

• You are comfortable operating in ambiguity and creating structure where none exists

Brand-Led Growth Thinker

• You understand that brand and performance are complementary, not competing forces

• You know how to scale without eroding trust, meaning, or quality

Content-Native

• You deeply understand social platforms, storytelling, and cultural relevance

• You care about quality, tone, and taste, not just output

Commercially Fluent

• You understand P&Ls, margins, CAC, LTV, and MER

• You think in terms of sustainable, long-term growth

Values-Aligned Leader

• You resonate with mindfulness, personal growth, and intentional living

• You lead with clarity, humility, and integrity

• Culture and values fit matter deeply to you

Strong Communicator

• You can articulate vision clearly and bring teams with you

• You thrive in a remote, async environment

Why This Role Matters

This role is not about selling more products.

It is about  scaling a mission-driven brand to its full potential without losing what makes it special .

You will help shape the next chapter of the company as it grows from a successful business into a globally recognized that truly improves people’s lives.