Pippa

A clinical product that had to sound like a companion. I ran the voice, the calendar, and the assets.

Pippa helps people in eating-disorder after-care. The public brand could not look like a calorie app and could not look like a hospital brochure. I led content and social: the line, the carousel, the video, and the calendar that got them out.

Problem

The category is loud and often cruel. Most creative in this space counts something. Our brand only works if it refuses that tone. Internally, product, clinical partners, and content all needed the same file, approved, on a date. Early-stage means that library lives or dies with one person.

Process

I set a voice: warm, specific, never a number, never a before-and-after body. Clinical stakeholders reviewed anything that could be read as advice. I automated carousel posting and video assembly so the calendar did not depend on a free evening. Performance went back to the founders as a short update, not a raw export.

Solution

• A content calendar and an asset library with approvals, so a partner could see what was going out.
• Carousels and short video in the companion voice, cut per channel.
• A publishing rhythm that kept the brand present while the product was still being built.

Results

• 30K+ Views on the content program
• 110% Sales increase in one month
• 1 Voice, used by product and clinical reviewers
• On time Assets shipped with partners still in the thread

Justin Moran · Marketing Specialist · Chicago, IL · LinkedIn · Resume (PDF)