← Back to experience
SIGNATURE PROJECTGoogle

Test Run, try before you buy for Medicare

To break into Medicare, we studied how buyers run their programs each year. We sent Fitbits to our top targets and invited them into anonymous fitness challenges against each other. They didn't know who they were competing against, they loved it, and it led them to sign more programs with us.

2.5x
International business growth, from $20M to $50M
10%
Year-over-year business growth
20%
Faster lead follow-up within 6 months of adding Gemini
Head of Growth Marketing, Fitbit Health Solutions

Growing Fitbit's health business inside Google.

After Google acquired Fitbit, I led a cross-functional growth marketing team across global B2B and B2B2C channels. I was one of seven Fitbit "boomerangs" who had worked at Google before, and I was nominated to lead the Fitbit team's marketing integration into Google.

THE CHALLENGE

What needed to change

Fitbit's plan and Google's plan had to become one. We moved from selling devices to building larger partnerships, where Fitbit was one piece of what Google could offer alongside Nest and Cloud.

THE IMPACT

Results

GROWTH10%Year-over-year business growth
10%Business
20%Faster lead follow-up
THE WORK

What I did

  1. 01Reorganized the team from channel roles to vertical roles (partnerships, health plans, health systems, researchers, employers), so each marketer owned the full funnel and became a true expert
  2. 02Introduced early-stage Gemini and advanced MarTech into the marketing stack
  3. 03Represented marketing in a five-year plan to grow the health business from $100M to $1B, focused on cardiometabolic health
  4. 04Led product marketing and messaging for the integration of Google's own products
  5. 05Led Google's annual sales kickoff, year after year
REFLECTION

What I took away & skills

How to lead through an acquisition: aligning two companies' objectives, learning what each side does best and building one plan. I also kept culture alive during COVID; at a virtual talent show, a coworker and I discovered we made a great Weird Al-style duo, and our songs went viral inside Google for a while.

Growth marketingTeam designPost-acquisition integrationHealthcare GTMMedicareGeminiSales kickoffs