Hers

2018-2020

At Hers, my goal was to create a brand that legitimized our consumers’ very real concerns.

In 2018, I spearheaded the launch of our sister brand, Hers. As we were building out Hims, we noticed that Women’s health concerns seemed “already solved” or handled with gimmicky marketing. We knew this wasn’t true. I oversaw and conducted consumer interviews and market research that ultimately defined our “bad-ass older sister” voice. My mission was to offload the mental work of finding and accessing the best, medical-based care.

My omnichannel marketing experiences included out-of-home ads that splashed across New York City, San Francisco, and Los Angeles. From our email campaigns to our billboards, my copy was opinionated, bold, and unapologetically honest.

Without a website design in place, the company used my writing on product copy and telemedicine flow to inform and create our website’s final design. Through the power of language, I honored the many frustrations our community experienced within our broken healthcare system at every stage of our buyers’ journey.