Fertitude Period Tracker Launch

Context

After establishing our user base, Fertitude wanted to drive deeper engagement based on user feedback. The Period Tracker was positioned as a core product offering that would increase user retention and expand our value proposition.

My Role - Growth & Product Marketing Manager.

I led the go-to-market strategy for the Period Tracker launch, working within a marketing team of 4 and collaborating cross-functionally with product and engineering teams.

Approach

I designed a comprehensive GTM strategy that included positioning, messaging, launch timeline, and channel strategy. I coordinated with product and engineering to align on launch readiness, while working with my team on social media, email campaigns, and in-app messaging to drive awareness and adoption. The focus was on communicating value clearly and making the onboarding experience seamless.

Results

• Successfully launched one of Fertitude's most successful/core product features
• Drove significant user engagement and feature adoption and increased user base by 25%
• Strengthened cross-functional relationships that improved future product launches

Key Takeaway

Great product launches require more than good marketing—they require tight cross-functional collaboration. When marketing, product, and engineering are aligned, you can move faster and launch stronger.

Tools

• Singular - for user attribution
• Mixpanel - to read analytics
• Meta Ads Manager
• Tiktok Business Center
• Customer(dot)io - to create workflows in-app
• Google Workspace - for project management
• Slack - for communication

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