Archived listing. The details below describe a past opening.
Help us get tabi into the hands of people who are ready to build a life that actually feels like theirs.
This isn't your typical job posting because we're not a typical startup.
About tabi
We're building tabi: a mobile companion that helps people design a life that feels aligned with what matters to them across work, relationships, rest, growth, creativity, purpose, and everything in between.
We're not interested in growth for growth's sake. We're building something for people who are motivated and self-aware, but increasingly overwhelmed by trying to hold every part of their life together.
These are people who have read the books, downloaded the apps, made the Notion system, set the goals, and still sometimes find themselves thinking "I know what I should be doing. Why can't I seem to make my life actually work?"
What makes us different is that we optimize for clarity, self-trust, adaptive planning, and genuine well-being, rather than productivity & optimization.
The Opportunity
We're looking for up to 3 Part-Time Marketing & Growth Leads to help us figure out how to reach these people, earn their trust, and build a community around tabi. You'll have substantial ownership over how tabi shows up in the world: our content, community, events, partnerships, experiments, and the stories we tell. You'll work closely with the founder and the rest of the team to turn what we're learning about our users into marketing that actually resonates.
This role is for someone who likes figuring things out from scratch, thinks beyond vanity metrics, and understands that the best growth happens when the right people genuinely want to tell other people about you.
What tabi Is (and Isn't)
tabi is:
- A system for clarity, prioritization, and follow-through across your whole life
- A companion for balanced well-being, meaningful progress, and navigating changing seasons of life
- An integration layer between self-awareness and meaningful action
- A community and product designed to help people feel less scattered and more grounded in what matters
- A companion across time, not a one-off assessment or moment of inspiration
tabi is NOT:
- A wellness app selling meditation, supplements, or "self-care"
- A productivity optimizer designed to squeeze more output from you
- A habit tracker that makes you feel guilty when you miss a day
- A typical gamified experience with streaks, leaderboards, or scary overdue notifications
Our marketing needs to reflect that.
It should feel:
- Human, not corporate
- Thoughtful, not preachy
- Refreshing, not overly polished
- Encouraging, not motivational-poster-y
- Practical, but emotionally intelligent
- Curious, not prescriptive
- A little quirky, without trying too hard
We're trying to people feel "Oh. Someone finally gets why this is hard."
Your Role
You will lead building our playbook.
You'll work closely with the founder on positioning, messaging, experiments, and strategy. You'll have significant autonomy over execution and will collaborate with our product and community/event teams to turn what we're learning into compelling stories and experiences.
You'll be responsible for figuring out:
- Who is responding to tabi and why
- Where those people already spend time
- What messages make them stop scrolling and think
- Which channels are actually worth our time
- How our events can become a genuine community flywheel
- How partnerships can introduce tabi to aligned audiences
- What content creates trust rather than just impressions
- What makes someone share tabi with a friend
We're looking for someone who can think strategically and then actually execute.
Responsibilities
Own our marketing strategy- Help define and continuously refine tabi's messaging, positioning, and content strategy
- Identify the audiences, communities, and problems we should be speaking to
- Develop experiments to test different channels and messages
- Track what we're learning and turn it into an evolving growth playbook
Build our social presence- Develop content across the channels that make sense for our audience
- Create content that feels native to each platform
- Engage authentically in relevant conversations and communities
- Identify emerging conversations, trends, and cultural moments that connect to tabi's world
- Turn insights from users and events into content people actually want to consume and share
Turn our events into a community engineOur Toronto events are currently one of our strongest opportunities to build real-world community and generate revenue. You'll:
- Help develop the marketing and promotion strategy for events
- Experiment with ways to increase attendance and repeat attendance
- Capture and repurpose event stories, photos, videos, quotes, and insights
- Help turn attendees into community members and advocates
- Work with the founder on event partnerships and sponsorship opportunities
Build partnerships- Identify aligned brands, creators, communities, organizations, and businesses
- Develop partnership concepts that create genuine value for both sides
- Reach out, build relationships, and manage early-stage partnership conversations
- Explore sponsorship opportunities for events and community initiatives
- Look for unconventional distribution opportunities we wouldn't find through traditional marketing
Build our content engineWe're a small team, so we're not going to create 30 pieces of original content every week.
Instead, you'll help us build a smart content system.
One event could become:
- A short-form video
- A Reddit conversation
- A blog post
- A partnership opportunity
- etc.
You'll help us find those connections.
Measure what mattersWe're not interested in chasing follower counts for their own sake. You'll help us establish meaningful indicators of whether marketing is working, such as:
- Qualified audience growth
- Engagement and conversation quality
- Event registrations and repeat attendance
- Waitlist growth
- Referral and word-of-mouth activity
- Community participation
- Partnership opportunities
- What we learn about our audience and messaging
You'll be expected to experiment, measure, learn, and change direction when the evidence says we should.
What We're Looking For
Please still apply if you don't have some of these (it's a long list with many different skills!). Passion to learn, curiosity, & initiative matter a lot here.
- Experience growing an audience, community, brand, or personal project from a small starting point.
- Strong content instincts: you can recognize what will make someone stop, think, feel, or share
- Strategic thinking: you don't just ask "what should we post?" You ask "who are we trying to reach, what do they care about, and what are we trying to learn?"
- Community-building comes naturally: you understand the difference between broadcasting at people and actually participating in a community
- Comfort with experimentation and admitting when it doesn't work
- Initiative and ownership
- Comfort with ambiguity: there isn't always going to be a right answer or even an obvious next step
- Cross-functional collaboration
- Good judgment: you know when a trend is worth following and when it would make tabi look like every other brand on the internet
- Understanding of human behaviour
- Comfort with AI-assisted marketing without outsourcing your judgment to it
- Alignment with our mission
On AI
We believe the best marketing is human-led, AI-accelerated.
You'll be encouraged to use AI to:
- Identify patterns in conversations and feedback
- Analyze performance and identify patterns
- Accelerate research and competitive analysis
- Build lightweight systems that reduce repetitive work
- Explore new marketing experiments quickly
You remain the strategist and editor.
AI can generate 50 ideas. Your job is to know which ones are actually worth doing.
Time & Structure
- 10–15 hours per week to start, with the potential to increase as we validate channels
- Flexible scheduling
- Expected duration: 8+ weeks minimum
- Weekly meeting + async collaboration
- High autonomy, high accountability
- Direct collaboration with the founder
Reasons Why You'd Want to Join
- Alignment with the mission & vision
- Opportunity to build something you're personally passionate about
- Build a marketing function from the ground up rather than inherit someone else's playbook
- High ownership and autonomy
- Substantial input and impact
- Direct access to the founder
- Accelerated learning on how a new company earns attention, trust, and community from zero
- Cross-functional exposure to product, research, community, and company building
- Leadership experience
- Creativity and experimentation
- Network expansion
- Stronger strategic and business judgment
- Exposure to early-stage startup building
- Potential for future paid opportunities
Compensation
Currently unpaid, but we're exploring grant-based opportunities and other funding options as we grow.
If you're a student or early-career, ask us about eligibility. We're honest about our stage (we're bootstrapped and pre-launch) and serious about making this work.
Who This Is Not For
This is likely not a fit if you:
- Need a detailed marketing brief before you can start
- Are uncomfortable experimenting without guaranteed results
- Aren't genuinely curious about people and why they behave the way they do
- Are primarily looking for a paid contract role
How to Apply
Email hello@tabiwellbeing.com directly with:
- Your resume &/or portfolio (if you have one)
- A short note about what resonates with you about tabi
- One example of something you've grown. Tell us what you did and what you learned.
- One marketing or community opportunity you think tabi should explore and why
- Your availability between Oct 6-10 for an interview
You don't need a perfectly polished application, we'd rather hear how you think.
tabi is an equal-opportunity workplace. We welcome applications from marketers, creators, community builders, and strategists of all backgrounds, identities, and experiences.
We're especially interested in people who have lived experience navigating burnout, major life transitions, complex lives, or the challenge of trying to care about many things at once.
If you believe people shouldn't have to choose between meaningful progress and a life that actually feels good to live, we'd love to hear from you.
