Marketing a $100M health business, one audience at a time.
I led marketing for Fitbit's $100M global enterprise business, selling to employers, health plans and payers, health systems, partners and clinical researchers, and engaging the members who wear the devices. I joined as Senior Digital Marketing Manager and was promoted to Director in 2019.
What needed to change
One team had to speak to very different buyers at once: employers offering Fitbit as a benefit, health plans building it into care and reimbursement, partners from glucose monitoring to distribution, and universities running research.
Results
What I did
- 01Built full-funnel, persona-based campaigns for every segment
- 02Overhauled the Captivate event series, with in-person roadshows and virtual events
- 03Reimagined member engagement and account-based marketing with programs tailored to each account
- 04Built a researcher program with a nurture of 2,000 researchers and a library of 1,000+ studies mentioning Fitbit
- 05Rolled out Airtable and Asana across marketing, sales and account management, with monthly marketing readouts
- 06Launched the COVID Ready 4 Work virtual open house
What I took away & skills
Account-based and segment-based marketing: speaking to each buyer in their own language, with programs built for them. Working with Scripps, the University of Michigan and the NIH All of Us program showed me how much impact the right partner can unlock.