Maven Clinic
Building a brand voice and member experience from the ground up
As founding writer and now Director of Member Content & Comms at the world’s largest virtual clinic for women and families, I’ve shaped Maven’s voice from scratch—Series A to F—and built the content infrastructure to support its growth.
As Maven grew from a fertility and maternity startup into a comprehensive healthcare platform supporting women and families through every stage of life, its brand, products, and member experience had to evolve alongside it.
My work spanned brand strategy, UX, content, lifecycle marketing, and emerging AI experiences. I partnered closely with leaders across Product, Design, Engineering, Marketing, and Clinical to bring a consistent member experience to life.
The challenge wasn't simply finding the right words. It was creating a resounding, trustworthy voice that could work everywhere: across the brand, inside the product, in a member's inbox, and during some of life's most personal and vulnerable moments.
Mission
Creating the voice, tone, copy, and brand guidelines that helped shape how the company communicated was just the foundation.
As the business evolved, so did our messaging. I helped redefine our mission and positioning multiple times, ensuring the brand could grow beyond its original focus while maintaining the warmth and humanity that made it distinctive.
I’ve evolved our mission statement (x3) as Maven Clinic grew from female-focused to a full support system that works for all of us.
Building a content engine
I saw an opportunity to make trusted health information a meaningful part of the member experience, not just something people sought out when they had a question.
I developed content curricula for new programs, created editorial and content guidelines, and built Maven's first dedicated content team. I hired and managed medical writers, lifestyle writers, video producers, and content managers.
The result was a content program that became one of Maven's strongest drivers of member engagement.
Product launch
Maven launched our first-ever health tracker built and branded in-house. The tracker will allow Maven members to follow their menstrual cycles to keep an eye on their reproductive health and track ovulation and their fertile window, for the best chances at becoming pregnant. Leading the copy side of this massive undertaking, I took on comms strategy, wrote all product experience copy, and oversaw the creation of connected comms (email, push, SMS) working closely with product managers, designers, and engineers to create a seamless experience.
Educational content
Health information doesn’t have to be boring. In fact, the more engaging you make it, the more likely people are to engage with it (funny how that works). I pitched in to create content curriculums for new programs like Parenting & Pediatrics and General Wellness while building out our first Content Team. I created content guidelines, hired and managed four writers and hired and handed off the team to a dedicated Content Director. .Maven content remains our highest engagement driver to date.
AI Advisor
This year, as Maven becomes AI-native I’ve led the team in branding our AI too. AI is still a little scary to some—especially when it comes to sensitive health information. To scale our efficiencies while still delivering the trusted health advice we’re known for, Maven needed to seamlessly integrate AI into the user experience and ensure our users accepted it we needed to ensure our AI’s branding was friendly and trustworthy.
I launched an AI branding initiative that included naming, tone of voice, and visual identity to inform our member-facing feature and LLM conversational time.
Email is a massive engagement driver for Maven and the #1 place we’re most likely to grab attention. I’ve written emails to welcome members to Maven, promote provider appointments, and announce new features like our top-performing Move with Maven workout video series where members can get a move on with certified Physical Therapy Coaches.
