Case Studies
Driving Product Strategy & Adoption
AbleTo — Self Care App Launch
Date
2021-2022
Background
AbleTo was launching a new Self Care app into an existing behavioral health product portfolio and crowded market. The challenge wasn’t just awareness - it was clearly differentiating this product from other offerings while ensuring adoption and engagement in a B2B2C environment across members and employees.
My Approach
I designed the app’s positioning and value propositions, grounding them in research and audience insights. I built and refined messaging that worked across member and employee audiences and created toolkits for health plan and employer activation. Internally, I unified product, growth, and marketing around a single cohesive narrative.
To drive acquisition, engagement, and retention, I created an introductory drip email campaign, a structured onboarding journey, spotlighted priority features to grow usage, and introduced lifecycle touchpoints for sustained adoption.
Results
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Met first-year download goal of 60K
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Delivered 30% engagement lift by building and 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 campaigns to driving measurable revenue across therapy, coaching, and self care. 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 B2B2C and consumer growth engine designed to move audiences from awareness to enrollment.
I started by aligning brand and product messaging into clear, cohesive value propositions, as well as distinct “why market us” narratives that empowered partners to confidently promote our offerings. I created tailored marketing strategies for priority health plan and employer partners, activating them to expand reach while prioritizing initiatives based on projected impact.
To drive scalable performance, I developed repeatable campaign playbooks and launched segmented acquisition drip campaigns across email and SMS. I spearheaded creative campaign development across digital channels to increase awareness and engagement, and strengthened consumer-facing landing pages to improve conversion during the consideration phase.
Recognizing the need to build trust in behavioral health, I also introduced a webinar strategy that educated prospective members and meaningfully improved brand perception and mid-funnel conversion.
The result was a connected system where partner activation, brand storytelling, lifecycle marketing, and performance channels 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
In a trust-sensitive mental health space, awareness alone wasn’t enough. Marketing needed to reduce stigma, validate lived experience, and move people toward care.
My Approach
I led integrated campaigns across owned, paid, and partner channels tied to culturally relevant moments including Mental Health Awareness Month, World Mental Health Day, Stress Awareness Month, Caregiver Awareness Month, and Self Care Awareness Month.
Each campaign was grounded in consumer and cultural insights. I translated those insights into clear, impactful creative briefs and guided cross-functional creative teams from concept through execution to ensure the work resonated emotionally, reduced barriers to care, and drove engagement.
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 target audiences.
Results
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+44% lifted activation and engagement across campaigns
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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 impact scaled at AbleTo, marketing complexity grew. To sustain growth, we needed stronger prioritization, clearer performance visibility, and tighter cross-functional alignment.
My Approach
I built the operating structure behind the engine to bring focus, accountability, and measurable impact.
I introduced a Tiered Marketing Support Framework to prioritize initiatives based on projected revenue and strategic value, ensuring the team focused on what mattered most. I built integrated GTM roadmaps and timeline frameworks that aligned product, enterprise growth, and marketing around shared milestones and ownership, shifting planning earlier in the cycle to drive proactive alignment instead of reactive execution.
To strengthen performance visibility, I standardized reporting and conversion benchmarks to create a shared performance language, developed executive-level decks directly tying marketing outcomes to revenue impact, and established a consistent insight-sharing cadence to accelerate optimization.
Results
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Clearer prioritization across teams
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Stronger executive alignment and confidence in marketing investment
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Faster optimization cycles
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Increased visibility into marketing’s contribution to revenue
Structure enabled strategy to scale and marketing to operate as a growth leader.
Launching & Shaping Brands in Regulated Markets
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 campaigns across biotech and pharma brands in highly regulated, high-stakes environments. These were launches, market-shaping initiatives, and first-ever brand platforms in complex therapeutic areas. The challenge was to translate science into clarity, differentiate in crowded markets, and drive adoption across consumer and provider audiences.
My Approach
I built insight-driven, fully integrated campaigns that translated complex science into clear, differentiated positioning across both consumer and provider audiences.
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Bayer: Led a multi-channel launch for Kyleena (digital, social, print, OOH, video) to drive adoption in a competitive women’s health market.
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Halozyme: Developed a pre-launch market-shaping strategy that clarified disease mechanism and primed the market for a novel therapy.
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Jazz Pharmaceuticals: Collected and synthesized market and HCP insights to reframe disease awareness beyond surface-level fatigue, creating the foundation for the “More Than Tired” campaign and priming the market for the launch of Sunosi.
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Arcus Biosciences: Defined and launched the company’s first brand narrative, "Combining to Cure," articulating scientific differentiation and establishing credibility in oncology.
Across all engagements, I partnered cross-functionally, navigated medical/legal rigor, and drove large-scale campaigns from strategy through execution.
Results
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Precision in positioning
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Fluency in regulated environments
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Confidence leading high-stakes launches
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Proven ability to execute integrated campaigns at scale
This foundation shaped my belief that great marketing is both rigorous and deeply human and must ultimately drive commercial impact.