CASE STUDY
Thought Leadership & Brand Storytelling
Organization: Amino Health
Roles: Vice President of Marketing | Director of Corporate Marketing
Focus: Brand Positioning, GTM Strategy, Sales Enablement, and Thought Leadership
The Challenge: Health technology startup Amino Health - now part of Capital Rx (rebranded as Judi Care in 2025) faced a critical juncture involving a comprehensive shift in product and Go-To-Market (GTM) strategy from direct to consumer to B2B, and then finally, to selling its digital healthcare navigation platform through strategic partnerships with health industry heavyweights. During this period, the organization navigated multiple leadership transitions, a Series C fundraising round, and a company-wide reduction-in-force, while simultaneously expanding into new market segments and maintaining brand credibility in a competitive landscape.
The Strategy
As a unifying leader, I aligned product strategy with revenue goals through a three-pillar approach:
Narrative Transformation: Conducted deep market research to overhaul corporate positioning and product messaging for a B2B audience.
Integrated GTM: Engineered the company’s first data-driven, joint sales and marketing engine to streamline the journey from lead to close.
Authority Building: Secured high-impact placements in Fierce Healthcare and Fast Company to establish executive thought leadership and market credibility.
The Impact
Market Expansion: Successfully established a presence in new market segments through a multi-channel lead generation strategy.
Pipeline Efficiency: Rebuilt the content marketing program to capture high-value leads and move them effectively through the sales pipeline.
Organizational Scaling: Scaled and developed the marketing team through hiring and professional development, ensuring stability during periods of reduced resources.
Revenue Alignment: Strengthened brand credibility and increased conversion rates through the funnel by ensuring all marketing efforts were grounded in business problems.
Funding Announcement: The business secured $80M in a Series C fundraising round, which powered a funding announcement strategy targeting finance and tech media to signal market stability and strength.
