Scaling the digital performance of a personal wellness, mushrooms and psychedelics start-up - ON-673

Project type: Innovation
Desired discipline(s): Business, Social Sciences & Humanities, Journalism / Media studies and communication, Psychology
Company: Gwella Mushrooms Inc.
Project Length: 6 months to 1 year
Preferred start date: 05/02/2022
Language requirement: English
Location(s): Toronto, ON, Canada; Canada
No. of positions: 1
Desired education level: CollegeUndergraduate/BachelorMaster'sPhDPostdoctoral fellow
Open to applicants registered at an institution outside of Canada: No

About the company: 

Gwella ( is a modern alternative wellness company that exists at the intersection of 3 megatrends: personal wellness, mushrooms, and psychedelics. We’re building the most accessible, effective, and original over-the-counter mushroom and psychedelic products. Our core belief is that an open-access ethos is fundamental to helping and transforming the most number of lives. We’re helping people go from zero to plus six™, not from minus six to zero.

Our first product is Mojo (, soft chews that improve our day-to-day, in terms of feeling motivated, increasing our focus, supporting our health including reducing anxiety, and boosting mood and creativity - very similar to a psilocybin microdose experience but without any legal trouble.

Describe the project.: 

Mojo chews are the result of over a decade of research and development by our Chief Science Officer, Daniel Sanders. Born from a desire for a productivity and study aid that was legal and accessible, while also safer than the many questionable stimulants on the market at the time, the Mojo formula took shape as a well-balanced composition of bioactive ingredients designed to induce a flow state — a psychological concept only familiar to niche biohacking groups at the time. Daniel would go through the labor-intensive process of blending his proprietary formula every day until it became too tedious, and his experiment was shelved.

Fast forward to 2020, when Daniel met the team at Gwella, who were searching for a formula that met the precise profile of his experiment so many years ago. Together, we created a new formula with a few additional bioactive, in a convenient chewable form. Today, the pursuit of a flow state has broken into the mainstream, and Mojo is available to anyone looking for all the magic of a microdose in a convenient, not to mention legal, format.

As a young startup, we’re constantly learning new use-cases from our customers and this innovation project would revolve around the exploration, research, testing, and deployment of new performance marketing strategies to capture novel customer segments. 

Key problems you’ll help us solve:

  1. Collect, analyze, and leverage data from multiple sources to drive recommendations and optimizations to enhance Paid media performance.
  2. Helping scale the performance acquisition strategy for our brand through various paid media channels like Facebook, Instagram, TikTok, Snap, and Google ads.
  3. Analyzing how our customers interact with our digital properties, such as our website and the digital competitive market to improve conversion and basket size.
  4. Providing insights & recommendations on opportunities for improvement to the digital team and the wider business
  5. Implementing tracking solutions on our digital properties in order to appropriately track and report against specific goals and KPIs for projects and campaigns.
  6. Using other tools as appropriate (mixed methods approach) to explain online behaviour (e.g. Hitwise, online survey tools, etc) and supporting planning and execution of A/B and multivariate tests in line with a digital optimization plan.

Required expertise/skills: 

What we are looking for

  • You're a team player who's excited to work with our all-star marketing crew including Content Creators, Digital Strategy, Brand Marketing, and Community Strategy.
  • You’re community-oriented and have a passion for digital brand strategies that makes real, positive life shifts for people.
  • Traits :

Intellectually curious - You are always seeking ways to improve your craft and grow as a professional.

Collaborative and egoless - You’ll be part of a highly collaborative team that will be committed to your success, and expects the same in return.
Exceptional communicator - You’re a natural writer and have a portfolio of top PR stories published (e.g. case studies, outlet spotlights, media campaigns).
Scrappy and inventive - You get joy out of creative ways to develop impactful campaigns without a million-dollar budget.
Autonomous generalist - You’re probably pretty good at lots of things and can dive in just the same in a dense spreadsheet or Figma file.

Strong data literacy - You know how to measure outcomes and understand if your work made a difference.