Pre-Launch Brand & Growth Strategy

Advisory + Execution

Stage:
Pre-launch (0 → foundational growth infrastructure)

Mandate:
Build the brand and growth engine from the ground up to support the launch of a women’s health app focused on education, resources, and community empowerment.

The Context

FoXX Health was preparing to enter a sensitive and highly underserved space: women navigating misunderstood symptoms, fragmented care, and a lack of accessible health education.

The opportunity was rooted in trust building, not only customer acquisition.

At the pre-launch stage, the FoXX needed:

• Foundational brand positioning

• Audience education strategy

• Early user acquisition systems

• Content infrastructure

• Credibility in a medically nuanced space

I was brought in to design both the strategic narrative and the growth pathways that would carry the brand into market.

• Strategic Objectives

  1. Establish FoXX as a challenger voice in women’s health

  2. Build awareness and trust pre-launch

  3. Create scalable acquisition loops

  4. Educate audiences through research-backed storytelling

  5. Develop a content ecosystem that moved users from awareness → conversion

• What I Built

  Designed and implemented FoXX’s first acquisition infrastructure from scratch:

  • Newsletter ecosystem

  • Conversion landing page

  • Waitlist growth pathways

  Impact:
  → 2x increase in brand awareness within the first month
  → High open-rate newsletter performance from launch

Challenger Brand Voice & Positioning

Collaborated cross-functionally to shape FoXX’s tone of voice; grounded in empowerment, validation, and medical credibility.

Translated research and health insights into emotionally resonant messaging for women who felt dismissed by traditional healthcare systems.

This positioning became the backbone for:

• Content pillars

• Campaign copy

• Email marketing

• Social storytelling

Full-Funnel Content Strategy

Built and executed a content system across:

• Instagram

• LinkedIn

• Email

• Tradeshows

Messaging was mapped by funnel stage:

Funnel Stage:

Awareness

Consideration

Conversion

Content Focus:

Symptom validation, stats, education

Founder POV, patient stories

App benefits, community value

Goal:

Trust building

Emotional connection

Waitlist signups

• Thought Leadership & Data Storytelling

Created an SEO-informed content series designed to position FoXX as an authority in women’s health innovation.

Content translated clinical data into accessible narratives that drove organic reach and credibility.

• Long-Form Editorial Content

Wrote high-engagement newsletters blending storytelling + education, including:

• “Why Your Symptoms Aren’t Just in Your Head”

• “A Patient’s Journey”

These pieces became cornerstone trust assets, validating lived experiences while introducing FoXX’s solution pathway.

How I Worked

This engagement blended:

• Rapid experimentation

• Narrative strategy

• Growth infrastructure

• Content systems thinking

• Cross-functional collaboration

All executed within a focused 90-day sprint inside a fast-moving environment.

Outcomes

• Built pre-launch growth infrastructure from zero

• Established foundational brand voice

• Launched high-performing newsletter channel

• Increased early brand awareness 2x in month one

• Positioned FoXX as an emerging thought leader in women’s health

Advisory Contribution

Beyond execution, I served on FoXX Health’s Advisory Committee, providing strategic guidance on:

• App positioning

• User education pathways

• Community experience

• Brand trust frameworks

Supporting the broader mission to empower women through accessible health knowledge and resources.