Your foundation for momentum.

Fractional marketing expertise for women’s health pivots, market expansion and patient engagement.

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Underwire supports women's health companies at inflection points.

You have clinical credibility and early traction, but something isn't translating to new growth. That's usually a brand problem, a narrative problem, an alignment problem, or some combination.

I work with C-suites navigating:

  • GTM and growth strategy for new markets or audiences

  • Brand strategy to signal change and relevance

  • Narrative and communications that align all stakeholders to business goals, internally and externally

  • Building or rebuilding the marketing function, including research, marketing strategy, team, vendor partnerships and execution

Underwire Services

I work in focused, flat-fee based strategic partnerships.

  • Strategic input and a thought partner for the decisions that matter. Good for founders who need a few hours a month of rigorous outside thinking without full execution support.

  • Embedded, ongoing senior marketer who can collaborate across marketing, clinical and operations. I work alongside your team as an extension of leadership, building or supporting the team, managing outside vendors, and using AI to make all of it leaner.

  • A specific engagement with a defined deliverable and timeline. For example, development of payer sales enablement tools, brand refresh for a series raise, or employer engagement strategy. I can source outside research and design talent as needed.

Let's talk

Frequently Asked Questions

  • Yes, deliberately. Twenty years of brand and GTM work taught me the craft. The last several years inside women's health taught me the market, from the outside as a strategist and from the inside as a midlife woman living it and working at a menopause telehealth platform.

  • Advisory is a thought partner for the decisions that matter, strategic input without full execution. Fractional Team Member is embedded, ongoing collaboration, I work alongside your team as an extension of your leadership. Sprint is a specific engagement with a defined deliverable and timeline.

  • I'm the rare marketing consultant who has built and run brands exclusively for women, who's lived through my own menopause journey and worked at a seminal telehealth company pivoting from DTC to B2B2C. I know exactly where the message needs to land for patients, payers and partners.

  • Companies at inflection points, not pre-launch, not enterprises with a fully built marketing org already humming. If you have clinical credibility and early traction but something isn't translating to patients, payers, or partners, that's the moment I'm built for.

  • Engagements are flat fee and structured around the three models above. It depends on scope and how embedded you need me to be. Let's talk about what you're navigating and I'll recommend the right fit.

  • An agency executes a brief. I help you figure out what the brief should be, positioning, narrative, and GTM strategy, before execution starts. For Fractional Team Member and Sprint engagements, I also manage the vendor relationships (designers, developers, whoever the work requires) so you're not coordinating multiple agencies yourself.