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SIGNATURE PROJECTFitOn

A dinner that built a $6M pipeline

At HLTH, a major health industry conference, I traded Giada De Laurentiis's recipes in the FitOn app for an exclusive evening at her restaurant. Sixty top leaders from the Blue plans, Aetna and other major health plans attended. Giada shared her own health journey, and every guest went home with a kit including her signed cookbook. I ran it end to end: it cost $50K, built $6M in pipeline and closed $1.5M.

40%
Of $35M+ ARR influenced by marketing
32%
Above sales targets, beating the prior year
141%
Growth in inbound leads in 2024
VP Marketing

Preventive care matters.

I led end-to-end marketing for FitOn, the #1 Health & Fitness App and one of the top health and fitness benefits platforms, with 25M+ members. I owned B2B, B2B2C and DTC marketing for both FitOn consumer and FitOn Health enterprise, reporting to the CEO.

THE CHALLENGE

What needed to change

Leadership wanted steady growth on the consumer side and exponential growth in the business. With a lean budget, I had to build a healthy enterprise pipeline, break into the Medicare market and keep members engaged.

THE IMPACT

Results

GROWTH141%Growth in inbound leads in 2024
141%Inbound leads
194%Prospect activity scores
603%Blog views
THE WORK

What I did

  1. 01Put consumer marketing on a steady-growth plan and focused the team's energy on exponential B2B growth
  2. 02Built a multi-channel demand engine: 37 industry trade shows in 2024, webinars, email nurture and social
  3. 03Rebuilt the website and launched a blog that became a real lead source
  4. 04Orchestrated celebrity partnerships and premiere experiences for top prospects and customers
  5. 05Created sales playbooks and training with sales leadership
  6. 06Used Braze cohorts to send members personalized content by email, in-app and SMS
REFLECTION

What I took away & skills

From our CEO, I learned to never accept the first no; I watched her turn countless noes into yeses. I also learned how to build an in-house content engine, from original workouts to authentic celebrity influence.

B2B and DTC marketingField eventsCelebrity partnershipsLifecycle marketingBrazeSEO and contentSales enablement