Fertitude

Context
As Fertitude's first marketing hire, I needed to build the brand voice from scratch. We were entering a sensitive, often stigmatized space (women’s reproductive health) and needed to create a brand that felt trustworthy, relatable, and empowering.

My Role
Content Marketing Manager → Product Marketing Manager → Growth & Product Marketing Lead.

I spearheaded social media strategy, community building, and email marketing while establishing Fertitude's brand narrative and voice.

Approach
I started with building a content strategy rooted in education, empathy, and empowerment. Through audience segmentation and personalized storytelling, I crafted email campaigns that spoke directly to women's experiences. On social media, I focused on building an engaged community through authentic conversations, user-generated content, and educational resources. The goal was to make reproductive health feel approachable, not clinical.

Some of our work -

• Me & My Girls segment, on Fertitude
• 60 seconds with a Doctor
• Fertitude’s X spaces

Results

• Consistently achieved 25%+ email open rates through personalized storytelling and audience segmentation even as the list grew by 15% every month
• Built an engaged community during Fertitude's early growth stage (30K+ followers across social media)
• Scaled the user base from 0 to 7,000+ active users
• Grew and led a team of 4 (social media, partnerships, design, community)

Key Takeaway

Brand storytelling in sensitive spaces requires leading with empathy first, expertise second. When you create a safe space for conversations that matter, you don't just build an audience—you build a community.