SELECTED WORK
Product marketing for AI, health, and consumer technology.
Launch examples and how they were built.
01 · WEBSITE & POSITIONING
amp
Website rebuild and repositioning.
Rebuilt an AI home gym’s website to sell on value instead of price.
amp’s site was telling a price-driven story for a product that competes on everything except price. The gap between what amp delivered and what the site communicated had to be mapped before it could be rewritten.
Synthesized user research into structured qualitative insight and a new messaging framework.
Separated the buying argument into distinct sections so each one could do its job.
Replaced feature lists with value propositions and real people in real context.
Owned end to end from positioning through launch. Conversion and sales improved 5% after relaunch.
02 · CATEGORY REPOSITIONING LAUNCH
WHOOP Advanced Labs
Category repositioning launch.
Built proof for a blood testing product that had no customers yet.
Advanced Labs was WHOOP’s first blood testing product, launching into a category where the brand had no track record or reviews to point at. Credibility had to exist before the waitlist opened.
Built a multi-channel proof strategy with beta and VIP testimonials from early users, athletes, and ambassadors.
Structured a three-phase rollout: waitlist for proof, US for early adoption, then global for growth.
Paired differentiation messaging to each phase so proof and ask moved together.
Hit the 350K waitlist goal, drove global recognition including TIME’s Best Inventions of the Year, and helped reposition WHOOP as a personal health platform.
03 · FIRST-TO-MARKET AI FEATURE
WHOOP Coach
First-to-market generative AI feature with OpenAI.
Launched the first generative AI feature in health and fitness wearables.
Being first meant no category language to borrow and no competitor to react to. The risk was that generative AI inside a health product would read as novel or intimidating rather than useful.
Anchored positioning on the problem being solved rather than the technology solving it.
Built messaging frameworks that scaled across Product, Marketing, Support, and Legal.
Directed a first-person launch film showing how someone uses WHOOP Coach through a day.
Set the stage for WHOOP to be considered an innovative, science-backed company. The partnership is featured in OpenAI’s own case studies.
Also worked across
Strategy and positioning work spanning adjacent categories:
B2B health hardware
B2B digital physical therapy
Mental health AI
Connected sleep hardware
Creator commerce
Sample decks available on request.
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