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SIGNATURE PROJECTBaszucki Group

Building a new brand from the ground up

I'm leading the end-to-end launch of a net-new health tech brand, the global network for the advancement of metabolic psychiatry. That includes its visual identity and a peer-to-peer experience portal designed to scale community impact one-to-many.

220%
Engaged community growth in under a year
10M
People reached every year
67%
Growth in social following
Head of Marketing

Making mental and metabolic health mainstream.

I lead marketing across the family foundation of Roblox's founders: three entities backed by more than $50M in annual philanthropic giving, focused on mental and metabolic health, regenerative agriculture and policy. I also serve as interim Executive Director of the foundation's public-facing entity.

THE CHALLENGE

What needed to change

When I joined, the organization was trying to be everything to everyone, and every message reached every audience. The data showed growth had stalled on every channel, and the foundation's goal of impacting 1 million lives had on clear objectives underneath it.

THE IMPACT

Results

GROWTH220%Engaged community growth in under a year
220%Engaged community growth in under a year
67%Social following
21%Organic reach
THE WORK

What I did

  1. 01Pulled the numbers, spotted the stagnation and won executive buy-in for a new approach
  2. 02Hired a research lead to uncover what makes content break through today
  3. 03Rebuilt the strategy on YouTube, TikTok, LinkedIn, Instagram, Facebook, X and Google
  4. 04Gave each audience its own space and message, from clinicians to caregivers
  5. 05Turned the 1 million lives goal into measurable objectives
  6. 06Created global impact campaigns, documentaries and activations across Europe and Australia
REFLECTION

What I took away & skills

How a movement is built. I had worked on behavior change before; here I learned theory of change. One of our clinicians told me it takes 17 years for a field of medicine to reach everyday practice, and that reshaped how I think about momentum. Working this close to the people we serve is something I want to bring to every role from now on.

Brand launchCommunity buildingSocial strategyPRPolicy communicationsAgency managementExecutive leadership