Breakthrough Health · Emilyn

Growing an MS app through consumer-first marketing.

I established Emilyn’s marketing function and turned patient insight into creative, acquisition and lifecycle campaigns—helping the app reach 60,000 people while sustaining engagement and keeping acquisition costs stable.

My role: First marketing hire
Skills: Customer insight · Creative · Growth · CRM & lifecycle

Problem

Emilyn had a product and brand in place, but no established marketing function. As the first marketing hire, I needed to build the strategy, processes and creative delivery to grow its user base, stand out from more clinical competitors and connect acquisition with meaningful, ongoing app use.

Work

Established the marketing function

Built the strategy, planning processes and performance reporting, coordinating freelance and agency support.

Turned customer insight into messaging

Used patient interviews and feedback to focus on simple symptom tracking, discretion and everyday support.

Led creative delivery and acquisition

Delivered positive, approachable creative across paid campaigns, the website and app-store presence, building on the existing brand.

Connected acquisition with activation and retention

Built onboarding and lifecycle journeys in Braze, using in-app event data to tailor messaging and connect campaign performance with symptom tracking, engagement and retention.

Outcome

An established marketing function that connected creative delivery, acquisition and lifecycle marketing. Consumer-first messaging helped Emilyn stand out and grow, while Braze and in-app event reporting kept optimisation focused on activation, engagement and retention.

Highlights