CMO, Mental Health

Pink Elephant builds infrastructure of products at the frontier of mental health on EU&US markets.

Mental health is a global crisis hiding in plain sight. Nearly 1 in 8 people live with a mental disorder. Depression and anxiety alone strip $1 trillion from the global economy every year. Conventional treatment leaves most patients cycling through mediocre solutions for years - undertreated, undersupported, and underinformed. Progressive therapies are showing results up to 10 times more effective than standard care. Yet fewer than 5% of people can access them.

We're here to close that gap.

Our portfolio spans two fronts. The first is psychedelics - building the media, vetted practitioners directory and education for both therapists and end users. Such a synergy is designed to make evidence-based psychedelic care a real option for the millions who need it, not just those lucky enough to know the right person. The second part is everyday mental healthcare - mental health diagnostics, antidepressant journeys, the unmet clinical touchpoints, the patients who leave a 20-minute appointment with a prescription and no roadmap.

As CMO of Pink Elephant's Mental Health portfolio, you will own full-stack marketing across the portfolio, from go-to-market and positioning to performance-driven growth. Pink Elephant's Mental Health portfolio has strong products and no connecting logic. withClaro, our flagship companion app for people on antidepressants, sits next to several other products that do not yet add up to a single proposition. We know there is demand. We do not yet know precisely who we serve, what we promise them, or what makes them stay.

This role owns that. You will work as a partner to the CEO and the CPO, not as a service function downstream of them. The mandate is to define the segments, the positioning, and the portfolio architecture that everything else is built on. Channels and spend follow from that work; they do not lead it.

Key expectations & responsibilities

The responsibilities of this position include, but are not limited to:

Find and sharpen PMF (primary focus)

• Run structured discovery: user interviews, retention curves, cohort analysis, to identify the segments where Claro and the other portfolio products genuinely stick;
• Own positioning and messaging, validated through live tests rather than internal debate;
• Define what differentiates our products from general-purpose AI tools, which is currently our hardest communication problem;
• Close the loop with product on what actually drives retention, and make that loop a standing process rather than a one-off project.

Portfolio architecture

• Build the connecting concept for the portfolio: a single proposition into which each product fits, or an explicit decision that a product does not belong;
• Make and defend calls on each asset: scale, merge, reposition, or retire;
• Define how one product feeds the next, so that an audience acquired once can be served across the ecosystem;
• Design the ladder across price points and commitment levels, from low-cost subscription to higher-touch, clinician-adjacent services.

Activation, retention & monetization

• Own the full funnel: install, activation, trial, subscription;
• Establish a reliable retention benchmark and improve against it;
• Partner with product on paywall, pricing, and trial mechanics;
• Run lifecycle marketing: onboarding, CRM, win-back.

Route to audience

• Define who reaches our users and through whom. Our medical advisers, currently 4 therapists and 4 psychiatrists in the UK and EU, are an underused asset and a likely route to market;
• Design and test the b2b2c motion through clinicians and partners, including what we sell them and how;
• Shape channel strategy and hypotheses for the growth team to execute, and validate channel-message fit before spend is scaled;
• Grow organic share through ASO, content, and referral loops.

Experience: What You Bring

Product marketing operator profile

• 7+ years in marketing for early-stage B2C or B2B2C digital products, with product marketing at the centre: segmentation, positioning, messaging, pricing;
• Proven track record of taking products from zero to one, where the audience and the proposition were not yet obvious;
• Demonstrated results in retention and monetization, not only in acquisition;
• Strong data fluency: you think in cohorts, retention curves, and CAC-to-LTV;
• Comfortable specifying and reading the analytics you need rather than waiting to be given them.

Ecosystem mindset

• Experience marketing a portfolio or a multi-brand structure rather than a single product;
• Comfortable holding several products at different stages, from pre-launch to scaling, and zooming in and out between them;
• Experience with venture builders, accelerators, or startup studios is a plus.

Partner, not executor

• You argue with the CEO when you disagree and commit once a decision is made;
• You are comfortable being the person who decides what we stop doing;
• You bring structure to ambiguity rather than waiting for it to be resolved for you.

Values & domain alignment

• Deep interest in or experience with mental health, wellness, digital therapeutics, or other mission-driven consumer products;
• Understanding of what responsible marketing looks like in mental health, where claims, tone, and user trust are under scrutiny;
• Experience with regulated categories or with b2b2c motions through professionals is a major plus.