JAMES IMRIE

VP MARKETING

Like all great marketing minds, James got into the industry for the most noble of reasons—pure, unfiltered rage directed at how bad most ads are. Instead of just complaining about it (though there’s plenty of that too), he built and scaled marketing programs that actually worked.

At BetterHelp, James was there early, helping turn a scrappy online therapy platform into a billion-dollar business. He built the influencer program from the ground up, scaled the affiliate marketing machine, and created the in-house creative team that fueled over half a billion dollars in annual ad spend.

From TV and out-of-home to Meta and Reddit, he’s managed channels that have influenced millions (without making them immediately hit “skip ad”). After BetterHelp, he moved back into startup life, because apparently, he enjoys high-stakes chaos. 

When not driving marketing strategy, James can be found shooting film photography, an art form that’s about as scalable as print advertising but significantly more fun. Above all, he believes great marketing should never feel like marketing—it should engage, entertain, and actually respect the audience’s intelligence (a revolutionary idea, apparently).