Case Studies
Driving Product Strategy & Adoption
AbleTo — Self Care App Launch
Date
2021-2022
Background
AbleTo introduced a new self care app into an existing portfolio of therapy and coaching products. The challenge was differentiation: ensuring the app had a clear role within the ecosystem, compelling positioning for consumers, and alignment with employer and health plan partners without cannibalizing other offerings.
My Approach
I defined the app’s strategic position within the portfolio, clarifying who it served, when it delivered value, and how it complemented higher-acuity programs.
I developed distinct messaging and value propositions to clearly differentiate self care from therapy and coaching, aligning communications across consumer channels and partner materials. I led cross-channel go-to-market campaigns and built onboarding journeys designed to demonstrate value quickly and encourage habit formation.
Post-launch, I optimized onboarding flows and lifecycle communications using engagement data, focusing specifically on deepening adoption of high-impact features.
Results
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Met first-year download goal of 60K
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Delivered 30% engagement lift by optimizing onboarding
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Drove 14% growth in adoption of a key in-app feature
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Strengthened product-market clarity
By pairing clear differentiation with intentional lifecycle design, we unlocked sustainable growth for the Self Care app within a crowded portfolio and market.
Building a Revenue-Driving Growth Engine
AbleTo
Date
2021-2026
Background
Marketing at AbleTo needed to evolve from executing siloed campaigns to driving measurable revenue across therapy, coaching, and self care through a cohesive strategy. The goal: increase enrollments for these digital mental health programs and improve conversion efficiency while keeping the consumer at the center.
My Approach
I built an integrated consumer and B2B2C growth engine designed to move audiences from awareness to enrollment and boost revenue impact.
I clarified positioning across products and built cohesive value propositions, as well as distinct “why market us” narratives that empowered employer and health plan partners to actively promote our offerings. For priority partners, I developed tailored marketing strategies grounded in projected revenue impact to focus resources where they would drive return.
On the consumer side, I built segmented and personalized acquisition and nurture journeys across email and SMS, strengthened consideration-stage landing pages, and introduced a webinar strategy to build trust in a category where credibility drives conversion. I also spearheaded integrated creative campaigns across digital channels to fuel awareness and engagement.
The result was a connected system where partner activation, brand storytelling, lifecycle nurture, and performance optimization worked together to drive measurable growth.
Results
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Drove ~$15M in marketing-driven revenue during tenure
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Initiated ~45K enrollments
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Scaled marketing-led channels to drive 44% of total annual signups
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Increased conversion rates by up to 300% for targeted campaigns
Crafting Insight-Led Brand Campaigns that Inspire Care-Seeking
AbleTo
Date
2021-2026
Background
AbleTo needed to grow awareness and engagement in an increasingly crowded and trust-sensitive mental health landscape. Simply showing up during cultural moments like Mental Health Awareness Month wasn’t enough; the brand had to break through in a way that felt authentic, differentiated, and emotionally resonant.
My Approach
I led integrated campaigns across owned, paid, and partner channels tied to moments including Mental Health Awareness Month, World Mental Health Day, Stress Awareness Month, Caregiver Awareness Month, and Self Care Awareness Month.
Rather than treating these as calendar activations, each campaign was rooted in real cultural and consumer insight - reducing stigma, meeting people emotionally, and guiding them toward action. I translated insights into clear, strategic creative briefs and guided cross-functional teams from concept through execution to ensure emotional resonance and business impact.
I also launched the company’s first content strategy during Stress Awareness Month and introduced webinar programming during Caregiver Awareness Month to deepen engagement with key audience segments.
Results
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+44% lifted activation and engagement during peak awareness moments
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+60% more positive brand perception after webinar programming
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Increased inbound interest and lead capture
Building the Systems Behind the Growth
AbleTo
Date
2021-2026
Background
As marketing at AbleTo scaled, complexity increased. Without clear prioritization, shared roadmaps, and consistent performance visibility, growth risked becoming reactive and fragmented.
My Approach
I built the operational foundation to support sustainable growth.
I introduced a Tiered Marketing Support Framework to prioritize initiatives based on projected revenue and strategic value, ensuring the team focused on what drove the most impact. I built integrated GTM roadmaps and timeline frameworks aligning product, enterprise growth, and marketing around shared milestones and ownership, shifting planning earlier in the cycle to move from reactive execution to proactive strategy.
To strengthen accountability, I standardized reporting and conversion benchmarks to create a shared performance language. I built executive-level performance decks directly connecting marketing outcomes to revenue impact and established a consistent insight-sharing cadence to accelerate optimization.
Results
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Stronger cross-functional alignment
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Clearer prioritization across teams
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Improved execution velocity
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Increased visibility into marketing’s direct contribution to business growth
Structure enabled strategy to scale and marketing to operate as a growth leader.
Launching & Shaping Brands in Complex Categories
Companies:
Bayer · Novartis · Biogen · Sanofi · Halozyme · Jazz Pharmaceuticals · Arcus Biosciences · Alexion
Therapeutic Areas:
Women’s health, rare disease, oncology, neurology, cardiology, diabetes
Dates
2014-2020
Background
Early in my career, I led integrated marketing initiatives across biotech and pharma brands in highly regulated, high-stakes environments. Across various therapeutic areas, these brands faced different challenges but a common tension: how to break through in competitive, science-driven markets where differentiation and clarity are critical.
From launching a new product in a saturated category to shaping perception ahead of treatment introduction, each engagement required translating complex science into compelling, strategic narratives.
My Approach
I led integrated, insight-driven brand strategies that connected positioning, creative development, and multi-channel activation.
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Bayer: For Kyleena's launch, I helped differentiate a new women’s health product in a highly competitive market, guiding integrated execution across consumer and provider channels to drive adoption and expand market share.
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Halozyme: I developed a market-shaping campaign ahead of treatment launch, clarifying the underlying disease mechanism to prime the market and create space for differentiated entry.
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Jazz Pharmaceuticals: I synthesized stakeholder insights to build the strategic foundation for the “More Than Tired” campaign, reframing disease awareness beyond surface-level symptoms in anticipation of Sunosi's launch.
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Arcus Biosciences: I led development of "Combining to Cure," the company’s first brand narrative, aligning scientific innovation with an emotionally resonant story.
Results
Launched and shaped brands across competitive healthcare categories, contributing to expanded market share, stronger differentiation, and enduring narrative platforms.