Case study: Olive AI
Leading a $4B unicorn in healthcare to establish brand identity, a place in the market, and in customer’s minds.
Summary and Scope
As a leader on Olive’s marketing team of 60+, I guided the vision and execution of all internal and external customer experiences for digital, physical and event experiences for the highest ever valued unicorn in the health tech space to date. This opportunity challenged my leadership abilities and design skills - I needed to sink or swim in a high-growth company whose employee increased from 800 to 1,400+ in less than 18 months and define and communicate our companies purpose, mission and vision to our fully remote employees across the Untied States. Externally, owned, earned, and paid channels were responsible for full-funnel engagement and growth for Brand Marketing, Product Marketing Sales and Sales Enablement teams. Additionally, I consulted Olive Horizons our internal engineering and design team exploring future products to bring to market.
With over 20 direct reports in 9 states, I supported our team through constant change, growth, pivots, and re-orgs and RIFs. I partnered closely with Olive’s C-Suite, especially the Chief Marketing Officer, Chief Customer Officer, and Chief Product Officer to constantly align, support, and achieve our marketing and sales goals.
Established brand positioning, mission and vision that aided in external recognition by Fast Company as one of the World's Most Innovative Companies for 2022, ranking fourth in the Health category
Key Clients: Olive CEO, CMO, CCO and CPO. External agencies, including AKQA, Edelman, and Klas Research.
Core Competencies: Brand Development, Visual Design, UX and CX, Digital Marketing, Paid Media, Sales Enablement Design, Product Marketing, Content Marketing, Event Marketing
My Role: As the VP of Brand & Creative, I oversaw the companies identity and marketing position through tremendous growth in fundraising, employee hiring, and Go-To-Market campaigns. In short, I was the company’s therapist, building a common identity and purpose, then creating effective stories to share them.
↑156%
Exceeded company targets with a 156% increase in site traffic YoY.
Results
23.7%
Email marketing campaigns achieved email open rates of almost 1 in 4.
$11M
$11M in new opportunities registered and influenced over $150M in top line revenue.
↑15%
Multi-channel marketing campaigns raised unaided brand awareness +15% in target markets
Olive AI was a lead sponsor for the 126th Boston Marathon in 2022. Our Marathons That Matter Campaign raised unaided brand awareness in the Boston market, an international hub for healthcare innovation, by 15%.
Olive’s Marketing team collaborated with our Sales and Product teams to create an authenticated experienced called The Olive Library, which allowed employees, prospects, and customers to self-service personalized product resources, specifications, and support material to create richer customer and employee experiences and reduce operational friction through digital enablement.