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Strategy Work

Strategy Work

1442

(D2C Growth) From Founder Story to Brand Engine

A 90-day organic growth plan for a women’s health startup, built on community trust and low CAC.

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At a glance

Strategic exercise · Women’s health, D2C · Organic growth strategy

Overview

As employee #5 at Eskalera, an early-stage HR SaaS startup, I was brought in to architect and operationalize the company’s entire brand and go-to-market (GTM) strategy from the ground up. With no existing marketing infrastructure and a fragmented product vision from four co-founders, I led the charge to define market fit, align internal stakeholders, and launch within just four months.

Strategic Leadership & Execution

Six Growth Pillars: Message-market fit, founder-to-brand evolution, authority through community, an organic SEO flywheel, a video trust engine, and lifecycle conversion.
30/60/90 Day Roadmap: Foundation (audit community conversations, interview users, define the brand voice). Build (weekly content, a “Voices of” series, email nurture). Scale (owned social channels, a community pilot, paid retargeting on proven posts).
Community Flywheel: Every high-performing thread becomes a blog post, a short video, an email, and a quiz prompt. One insight becomes five assets.
Founder-to-Brand Transition Map: A phased plan that moves the founder from default voice to brand advocate as the brand becomes the main content engine.
Budget Models: Three scenarios, from a lean starter (about $6.5K to 7.8Kamonth)toascaledmodel(25K+), with clear ownership across the growth lead, freelancers, and agencies.

The Unfair Advantage: A dual trust engine. A founder’s real story builds emotional safety, and a clinical-grade platform builds technical confidence. Together they turn invisible health journeys into visible outcomes.

Closing: Growth in women’s health starts with being believed. This plan earns that trust first, then scales it.

Strategy Work

1442

(Brand & Launch Strategy) One Conversation, Full Care

Positioning an AI care navigation platform to earn trust in a market full of hype.

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At a glance

Strategic exercise · Healthtech, B2B · Brand narrative and launch communications

Overview

An AI-enabled health navigation company was launching a new platform into a crowded “AI in healthcare” market. Every competitor promised simplicity, and few could prove it. I built the brand narrative and launch communications plan to set it apart with clarity and credibility.

Strategic Leadership & Execution

Market & Perception Audit: Mapped five competitors by what they promise versus how the market sees them. Grounded the strategy in buyer skepticism, including that 30% of consumers don’t trust gen AI health information (Deloitte).
Messaging Spine: One narrative built on outcomes, not features. Four pillars (Engage, Navigate, Connect, Deliver), one differentiator (AI plus a human in the loop), and one emotional anchor: “One conversation. Full care.”
Audience Value Props: Tailored soundbites for health plan executives, self-insured employers and brokers, and clinical and network leaders.
Launch Communications Plan: An earned, owned, and paid plan with prioritized assets: launch deck, executive op-ed, sales leave-behind, social toolkit, and an internal “Story So Far” doc so every team speaks with one voice.
Spokesperson Prep & AI Guardrails: Coaching for major industry stages, a response toolkit for privacy and chatbot-fatigue questions, and clear rules against overclaiming.

What Success Looks Like: Measurement across brand awareness, sales enablement, and engagement. Benchmark targets include a 10 to 20% lift in aided awareness and a 10 to 15 point win-rate lift on targeted pitches.

Closing: In a category full of bold claims, the brand that wins is the one buyers believe.

Strategy Work

1442

(Retention Strategy) Churn Isn’t Always a Product Problem

Diagnosing why members leave a connected-health subscription, and a plan to keep them.

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At a glance

Strategic exercise · Medtech, subscription · Retention strategy

Overview

A connected medical device company was losing subscription members fast, with steep drop-off in the first three months. The cancellation data and customer research pointed the same way: many members didn’t fully understand what the membership did or why it mattered. My read was that this was a perception, education, and engagement problem before it was a product problem.

Strategic Leadership & Execution

Root Cause Framework: Grouped churn into three types: early churn from onboarding gaps, mid-term churn from unclear ROI, and silent churn from failed payments and untagged cancellations.
Portfolio of Ideas: Six initiatives across onboarding, lifecycle, churn recovery, technical fixes, UX, and brand, mixing quick wins with bigger swings.
Deep Dive, 30-Day Activation Playbook: An automated welcome journey across email, SMS, in-app, and direct mail, personalized by clinical specialty and leading with clinical value early.
Deep Dive, Cancellation Flow Overhaul: Required exit reasons, dynamic save offers, pause and plan-switch options, and win-back emails that turn a black box into usable data.
Price Reframing: Moved the message from what the membership costs to what it helps clinicians bill.

What Success Looks Like: Benchmark-based targets: a 20% lift in day-30 activation, a 15% reduction in 90-day churn, and recovering 10% of untagged cancellations, with the math shown.

Closing: People rarely leave something they understand and value. This plan makes the value impossible to miss.