Grow Therapy Appoints Leaders for Marketing, Data and Design

New York, NY, October 14, 2025 – Grow Therapy (Grow), a mental health platform that empowers providers to deliver high-quality in-person and online therapy and psychiatric care, today announced three senior hires to accelerate its growth, product development, and clinical impact: Marshall Ball, Gene Tabach, and Evie Alexander.

Marshall Ball joins Grow as Senior Vice President of Marketing and will report directly to CEO and Co‑founder Jake Cooper. Gene Tabach has been appointed Vice President of Data, and Evie Alexander will lead as Vice President of Design; both Tabach and Alexander will report to CTO and Co‑founder Alan Ni. These additions expand Grow’s leadership bench across product, data, and brand as the company scales care delivery and technology features that support clinicians and clients.

“At Grow, we are building the kind of mental health care we would want for our own loved ones,” said Jake Cooper, CEO and Co‑founder of Grow Therapy. “That requires thoughtful leadership, deep discipline, and a clear focus on outcomes. Marshall, Gene, and Evie each bring proven experience building standout brands and products that improve people’s lives. Their expertise will help Grow reach more people with effective, affordable care while advancing the product and technology that make that possible.”

Marketing leadership

As Senior Vice President of Marketing, Ball will lead Grow’s brand vision, narrative, integrated channel strategy, and performance measurement. He will be responsible for translating Grow’s mission into clear, consistent messaging that drives awareness, trust, and user growth across both consumer and provider audiences.

Ball brings a wide range of brand and marketing experience. Most recently he served as Senior Vice President of Brand Marketing at The Farmer’s Dog, where he helped elevate the company’s profile and differentiate it in a growing market. He has also led brand strategy and research within creative and marketing teams that supported Apple’s services portfolio, and he played a central role in revitalizing Expedia Group’s flagship travel brands following pandemic-related disruption.

Earlier in his career, Ball worked at leading agencies including Wieden+Kennedy and 72andSunny, where he led brand, media, and communications planning for major national and global brands such as ESPN, Nike, and Delta. His experience spans fast-growth startups and established enterprise brands, positioning him to scale Grow’s storytelling as the company expands.

“Grow’s mission to make high-quality, affordable mental health care accessible to everyone answers one of the most urgent needs of our time,” Ball said. “There is a rare opportunity to create a widely recognized, trusted brand that breaks with category norms, moves people, and drives real societal impact.”

Technology leadership

Grow’s new technology-focused vice president roles build on recent talent investments and capability gains, including the company’s acquisition of privacy engineering firm Neosync. These hires are intended to strengthen Grow’s product design, data science, and AI capabilities that power provider matching, care quality measurement, and consumer experience.

As Vice President of Design, Evie Alexander will shape the appearance, interaction, and overall experience of Grow’s consumer product. She will lead Design, Research, and Content Design functions with the goal of making design a true differentiator—creating systems and interactions that foster meaningful connections between clients and providers and that instill confidence at every step of the care journey.

Alexander brings experience across consumer and platform products, having redesigned critical user experiences at Opendoor, scaled design processes for new products at Airbnb, and worked on brand and product experience at Google and Sonos. Her approach emphasizes empathy, clarity, and design systems that serve people first.

“Design at Grow must be more than surface; it must carry meaning and build trust,” Alexander said. “I see an opportunity to create products and systems that make therapy feel accessible, humane, and dignified. Working closely with Product, Data, and Engineering, we will raise the bar for what mental health products can feel like—beautiful, effective, and integrity-driven.”

As Vice President of Data, Gene Tabach will lead data strategy, platform measurement, experimentation, and the development of models that support provider matching and monitor experience quality. His team will help operationalize analytics, power Grow’s expanding suite of AI-enabled features, and provide product and engineering teams with actionable insights for continuous improvement.

Tabach arrives from Instacart, where he served as Senior Director of Data Science for Growth & Ads, and previously led Ecosystem Data Science at Facebook. He has extensive experience building data teams and delivering analytics and modeling that drive product decisions and user outcomes.

“Choosing the right therapist is often the determining factor in whether someone engages with care,” Tabach said. “There is significant opportunity for data to inform these decisions and connect people with the provider who best meets their needs. As AI becomes more integrated into care, our aim is to design systems where AI thoughtfully complements human clinicians. My priority is to build a data organization that is a center of excellence in the mental health space.”

Media Contact:

Kristina McPherson
[email protected]