Snapi Health
Head of Marketing, Operations & Sales (2021)
(Techstars Accelerator)
01 / Context
Snapi Health was redefining pediatric nutrition: a science-backed, subscription-based platform designed to bring parents peace of mind through personalized care plans built with pediatricians and nutritionists.
When I joined, the product was still in early beta—promising, intelligent, and deeply needed—but it had no narrative, no structure, and no system to grow on. I was hired to build every non-technical foundation from scratch: marketing, operations, sales, and customer lifecycle, all while we accelerated through Techstars.
The goal was simple in words but complex in practice: launch Snapi, make it real, make it human, and make it scale.
02 / What I Walked Into
Snapi had the heart of a healthcare startup but the voice of a lab manual.
No unified brand identity or public presence.
Disconnected teams and workflows across marketing, sales, and operations.
A website that didn’t communicate trust or clarity.
Science and expertise that lived only behind the curtain—none of it visible to customers.
A strong founder vision that needed translation into design, content, and motion.
Parents were looking for guidance, not jargon. Our experts were ready to help, but the infrastructure to let them connect didn’t exist yet.
03 / What I Actually Did
My role spanned strategy, execution, and coordination—effectively acting as the CMO, COO, and Head of Sales Enablement in one.
Over the next year, I:
Rebuilt the Snapi Health brand from the ground up—new logo, color palette, tone of voice, and brand architecture that defined how science and empathy could coexist.
Led a complete redesign of the website and product experience, coordinating between engineering, product, and external designers. Every word and image was rewritten and rebuilt to feel clear, human, and credible.
Directed all product photography and brand visuals, ensuring every touchpoint—from homepage to social feed—reflected the same warmth and precision we offered parents.
Operationalized the entire marketing and sales lifecycle: HubSpot setup, Airtable pipelines, Zapier automation, campaign tracking, and documentation for scalability.
Built the sales department and playbook: hiring, CRM setup, scripts, and training that tied seamlessly into marketing flows.
Made our pediatricians and nutritionists the face of the brand, producing educational content, Q&As, and video explainers that put real experts front and center.
Launched and ran the company’s first public-facing campaigns, driving engagement, beta conversions, and subscriptions through storytelling that felt personal and trustworthy.
Every part of the operation—from copy to CRM—was built for sustainability and human connection.
04 / How We Did It (The Work)
Step 1 / Build a Brand People Can Trust
Parents don’t want another health app. They want to know who’s behind the screen.
The first step was full brand surgery. I mapped out Snapi’s entire visual and verbal identity: what it should feel like, how it should sound, what colors evoke care, and how science could speak softly.
I rewrote the website from scratch, grounding every claim in science but explaining it in human language. I coordinated the entire redesign—from layout to UX to photography—with freelancers and agencies, managing creative direction and timelines end-to-end.
The result is the Snapi Health you see today: clean, confident, warm. A healthcare brand that feels like a friend who knows their stuff.
Step 2 / Rebuild the Engine Behind the Message
Once the front looked beautiful, I built the back to match.
HubSpot became our command center. I designed automations, tagging, and pipelines that mirrored the parent journey from first click to long-term retention. Airtable tracked every moving part: partnerships, campaigns, content calendars, and testimonials. Zapier handled the friction points—no follow-up forgotten, no task lost.
Operations became invisible, which is the highest compliment I can give my own systems.
Step 3 / Make the Experts the Story
Snapi’s strength was its people: board-certified pediatricians and licensed nutritionists who genuinely cared. I made them the brand.
We launched “Ask Snapi,” a series where parents could submit questions answered directly by our medical experts. These sessions were shared via newsletter, social, and blog—transforming our clinicians into educators and advocates.
It wasn’t marketing. It was trust-building.
Engagement tripled, referral traffic grew steadily, and most importantly, parents stopped asking why Snapi—they started asking when can we start?
Step 4 / Build the Sales System From Zero
Snapi didn’t sell B2B. We weren’t chasing enterprise contracts. We were earning trust one parent at a time.
I built the full direct-to-parent acquisition and conversion flow:
Lead capture and segmentation (new parent vs. repeat visitor vs. referral).
Education touchpoints that felt like support, not pressure—no scare tactics.
Follow-up messaging that translated medical insight into plain language.
Clear pathways from curiosity to subscription to ongoing support.
I documented and systematized every step so nothing relied on guesswork or one person’s memory. That became our internal playbook for how the company markets, sells, and keeps families engaged.
Step 5 / Launch With Heart and Evidence
When we officially launched, I designed the full rollout strategy. No hype. Just truth.
We led with content that showed real pediatricians, real kids, and real outcomes. I worked directly with the founder and medical team to develop our product education library and parent onboarding flow.
It wasn’t about “disrupting” anything. It was about proving you could do healthcare with integrity and humanity.
05 / What Moved (Impact)
Rebuilt Snapi’s entire brand and voice from scratch, including new logo, identity, and messaging system.
Directed the full redesign of the Snapi website and visual experience, including product photography and scientific storytelling.
Launched Snapi’s first-ever paid and organic growth strategy during Techstars, successfully converting early adopters into long-term subscribers.
Increased trust-based conversion by 20% and boosted engagement 3x through expert-led educational content.
Built and led the internal sales department, creating full CRM pipelines, automations, and training systems.
Designed the operations infrastructure still in use today—connecting marketing, sales, and customer success into one cohesive flow.
06 / Notes + What I’d Do Next
Snapi remains active—and the brand, systems, and identity I built are still what it runs on today. I’m proud of that. Every color, line, word, and process still reflects the same balance of empathy and evidence that guided every decision when we were building it from scratch.
I didn’t just help launch a company—I helped design a sense of belonging for parents who wanted care that felt personal and credible. That’s the version of healthcare I believe in: one that feels like home without losing its rigor.
If I revisited this playbook, I’d take that foundation even further. I’d introduce a long-term retention layer centered on community: live pediatrician office hours, outcome storytelling, and peer-to-peer circles for parents learning together. Because when care feels communal, loyalty becomes generational.
Snapi taught me that good healthcare marketing doesn’t sell fear or data points—it sells trust, and it earns it every single day.
