Most growth roles get hired to go find demand. Joy already has it.

The Pitch: Where I'd Start

I'd start with exactly what I already found: your live ad account never mentions the referral mechanic that's actually growing Joy, and I wrote the fix. Read the teardown →

More broadly, consumer products with a strong organic or referral loop often step on their own engine the moment they turn on paid: both channels compete for the same attention, and ad platforms tend to over-credit paid for conversions organic already would have driven. That's the risk in a scale-paid-on-top-of-virality mandate, and it's the lens I'd bring to Joy.

I'd protect and measure the organic and referral engine first, so paid spend gets layered on top of what's already compounding instead of competing with it for attribution credit. Then I'd run paid acquisition with unit-economics discipline: CAC and LTV tracked against actual sales, not the ad platform's own dashboard.

I'd build lifecycle and retention systems that turn a viral loop into durable revenue, not just a signup spike, backed by reporting that separates real performance from vanity metrics.

The Proof

I pulled Joy's live Meta ad account and found the same 15 ads have run unchanged for over a year, never once mentioning the referral engine actually driving Joy's growth. Read the teardown →

At Reform, I rebuilt the lifecycle system end to end and moved 72% of legacy free users to paid plans while lifting trial activation 34%. I run my own Marketing In Action ad account at 4.84x ROAS, reading actual sales instead of trusting the pixel blind, the same discipline a viral-loop-plus-paid mandate needs. And I built the Prospect & Outbound Engine, proof I build my own measurement rather than renting someone else's dashboard.

Let's talk about Joy.

If this is the right problem for you, I'd like to talk about it directly.